20CB406 Question Bank 2023

20CB406
MARKETING RESEARCH AND MARKETING MANAGEMENT

QUESTION BANK
Part-A
1 Define Marketing Management.
2 Define Marketing
3 What are the functions of marketing management?
4 “Marketing is art and science” - justify
5 “Marketing is a business process” – justify.
6 Distinguish between selling and marketing.
7 What is the importance of services marketing?
8 What are the 7Ps of services marketing?
9 What are the 4Ps of marketing mix?
10 Define consumer buying behaviour
11 Market segmentation helps decision-makers to more accurately define marketing objectives and better
allocate resources. Justify.
12 Define marketing segmentation. Give an example.
13 Define target marketing. Give an example.
14 Define product positioning.
15 Why product development is considered as lifeblood of any business unit?
16 Define the term “Brand”.
17 Mention the various brand elements.
18 What is brand equity?
19 Define “Wheel of retailing”.
20 Distinguish between brand and trade mark.

21 Define Variable cost, fixed cost and total cost of production.
22 What do you mean by price sensitivity?
23 What is customary pricing? Give an example.
24 What are the objectives of pricing for an organisation?
25 Give suitable examples for discount and allowance pricing for a product / service.
26 Distinguish between super market and hyper market.
27 What are non-store based retailing? Give examples.
28 What do you mean by specialty stores and convenience stores?
29 Define “Category killers”
30 Distinguish between advertising and publicity.
31 What do you mean by promotion mix? Give examples.
32 What is AIDA model of advertising?
33 Define media research.
34 Distinguish between descriptive and inferential statistics.
35 What is meant by hypothesis testing?
36 List down the steps involved in hypothesis testing.
37 Define multivariate analysis.
38 What do you mean by type 1 and type 2 errors in hypothesis testing?
39 Distinguish between B2C and B2B marketing.
40 Differentiate the promotion mix pertaining to B2B and B2C.
41 Define CRM?
42 Define B2B marketing.
43 What Are the marketing issues for B2B?
44 What is a digital marketing plan?
45 What is a Digital marketing strategy?
46 What are the three pillars of digital marketing?

47 What are the 7Ps of digital marketings?
48 List out some of the useful online marketing tools.
Part – B
1 i)Explain the 5 management philosophies.
2 ii) What are the five core marketing concepts? Explain in detail.
3 i) What is marketing? Write in detail the scope of marketing.
4 ii) How are markets classified? Explain with suitable examples.
5 What are the micro and macro environmental factors influencing marketing decisions? Write in detail
with relevant examples.
6 What is services marketing? What are their characteristics?
How do the consumers decide on their purchase? Explain the process.
7 How psychological, personal and social factors influence consumer behaviour

with suitable case examples.
8 What are the benefits of market segementation? Explain in detail the market segementation process
9 Compare and contrast the four major segmenting strategies.
10 Explain the various product positioning strategies with suitable examples.
11 How does a product's brand name and packaging contribute to a firm's marketing
strategy ? Discuss.
12 Comment on the importance of Branding in Marketing. What are its benefits to

consumers and Marketers ? Discuss.
13 Explain the meaning of the expression `Product Mix'. State the reasons why companies or
organisations generally diversify their range of products
14 What are the characteristics of a product line? Give an example.
15 What are the stages in product life cycle? Explain in detail.
16 Elaborate the steps involved in new product development in detail.

17 Explain the objectives of pricing.
18 Explain any 4 important pricing methods.
19 Explain the various factors influencing pricing?
20 Write short notes on:

a) Cost-plus or Full-cost pricing
b) Pricing for a rate of return, also called target pricing
c) Marginal cost pricing
d) Going rate pricing
21 Write short notes on:

 Segmented pricing
 Psychological pricing
 Geographical pricing
 Market penetration pricing
 Market skimming pricing
22 What do you mean by marketing communication? What are its objectives?

How is it helpful in enhancing the sales of a product?
23 Define Retailing. What are the different types of retailing? Explain in detail the store based retailing.
24 What are marketing distribution channels? What are its functions? Explain the types of marketing
channels in detail.
25 Explain in detail the corporate, administered and contractual marketing system? Give examples.
26 Describe the process of marketing research.
27 i)Sampling is the backbone of marketing research. Elaborate.
Explain probability sampling methods.

.
28 Describe the process of marketing research.
29 What is a Research Design ? Differentiate between various types of Research Designs giving
appropriate examples.
30 i)Write in detail the Types of Research Design in Marketing Research.

31 i)What do you mean by multivariate analysis? What are its applications in marketing research.
ii)What are the various measures of descriptive statistics? Explain.
33 Write notes on a)Factor analysis ; b) Cluster Analysis ; c) Discriminant Analysis
34 i)Define digital marketing. What are its characteristics and advantages?

ii) What are the three pillars of digital marketing? Explain.
35 i) What are the various types of digital marketing? Explain in detail with suitable examples.
36 i)Define digital marketing. What are the various types of digital marketing? Explain in detail with
suitable examples.
37 i)What is meant by digital marketing? Explain the various types of digital marketing.
38 Explain in detail the organisational buying process.
39 Elaborate on the process of formulating B2B marketing strategy.
Part c
1 A retail organisation into discount retailing of FMCG products in South India wants to open their
retail stores in Delhi. They are already in this business for the last 15 years. They understand that
Delhi is a unique market having a big market with diverse cultures but having fierce competition.
Such a retail organisation wants to appoint you as their Retail Manager (Operations), Delhi to take
your advice regarding the following : (a) What are the security issues involved and how can we deal
with them using technology ? Discuss.
(b) What loyalty programs can be introduced in the retail outlets for increasing traffic and conversion
rates ? Discuss
2 Explain the different roles played by different family members in making buying decision by taking
the example of following products : (i) T. V. (ii) Cooking Oil
3 Computers Ltd. is diversifying from computers manufacturing to Smartphone business. Answer the
following questions in this context :
(a) What will be product mix strategy ? 4
(b) Suggest suitable distribution channels. 4
(c) Develop a promotional strategy for smartphones targeted at youth. 7
4 M/s ABC's Indian operations with respect to their microwave business are aiming at a 40% market
share by the end of 2025 on the basis of more innovative range ofproducts. You may make any
assumptionwith regard to the new product range. Thecompany enjoyed a 33% market share by
volume and 35% share by value respectively in 2018 in India.
Questions :
(i) What would be your pricing strategyfor this new range of microwave ? 8
(ii) Propose a suitable promotion mix forthe brand. Clearly specify which 7
element or a blend of elements ofpromotion mix the firm should focus
on and why.
5 Taking the example of toothpaste targetedat children, explain the importance and
functions of packaging. 7
Devise a suitable advertising strategy for the above product. 8

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20CB406

MARKETING RESEARCH AND MARKETING MANAGEMENT

1 Define Marketing Management.

3 What are the functions of marketing management?

4 “Marketing is art and science” - justify

5 “Marketing is a business process” – justify.

6 Distinguish between selling and marketing.

7 What is the importance of services marketing?

8 What are the 7Ps of services marketing?

9 What are the 4Ps of marketing mix?

10 Define consumer buying behaviour

12 Define marketing segmentation. Give an example.

13 Define target marketing. Give an example.

14 Define product positioning.

15 Why product development is considered as lifeblood of any business unit?

16 Define the term “Brand”.

17 Mention the various brand elements.

18 What is brand equity?

19 Define “Wheel of retailing”.

20 Distinguish between brand and trade mark.

22 What do you mean by price sensitivity?

23 What is customary pricing? Give an example.

24 What are the objectives of pricing for an organisation?

26 Distinguish between super market and hyper market.

27 What are non-store based retailing? Give examples.

28 What do you mean by specialty stores and convenience stores?

29 Define “Category killers”

30 Distinguish between advertising and publicity.

31 What do you mean by promotion mix? Give examples.

32 What is AIDA model of advertising?

33 Define media research.

34 Distinguish between descriptive and inferential statistics.

35 What is meant by hypothesis testing?

36 List down the steps involved in hypothesis testing.

37 Define multivariate analysis.

38 What do you mean by type 1 and type 2 errors in hypothesis testing?

39 Distinguish between B2C and B2B marketing.

40 Differentiate the promotion mix pertaining to B2B and B2C.

42 Define B2B marketing.

43 What Are the marketing issues for B2B?

44 What is a digital marketing plan?

45 What is a Digital marketing strategy?

46 What are the three pillars of digital marketing?

48 List out some of the useful online marketing tools.

1 i)Explain the 5 management philosophies.

3 i) What is marketing? Write in detail the scope of marketing.

4 ii) How are markets classified? Explain with suitable examples.

6 What is services marketing? What are their characteristics?

How do the consumers decide on their purchase? Explain the process.

7 How psychological, personal and social factors influence consumer behaviour

9 Compare and contrast the four major segmenting strategies.

10 Explain the various product positioning strategies with suitable examples.

12 Comment on the importance of Branding in Marketing. What are its benefits to

14 What are the characteristics of a product line? Give an example.

15 What are the stages in product life cycle? Explain in detail.

16 Elaborate the steps involved in new product development in detail.

18 Explain any 4 important pricing methods.

19 Explain the various factors influencing pricing?