Detailed Key & Scheme of Evaluation

Name of the : IMBA–IISEM

Examination Name of : MARKETING MANAGEMENT
the Subject Max. Marks : 60MARKS
Subject Code : 21E000411,R21

Name of the Faculty Designation : T VASANTHA RAO ASS &Professor&HOD G V R ANDS

College Name &Code Phone Number : 9059531825
E-mail Id
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SECTION- A

QNo. Detailed Step by Step Procedure & Marks Division Marks

1. Definition : According to the American Marketing Association (AMA) Board of 2
Directors, Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
Marketing objectives 4
1. Increase Brand Awareness
2. Increase Market Share
3. Launching a New Product
4. Introducing the Company to International Markets or New Local
5. Improves ROI
6. Increases Company Profit
7. Optimize the Funnel
8. Attract New Customers
9. Retain Current Customers
10. Increases Sales
Marketing functions' 4
 promotion
 selling
 product management
 pricing
 marketing information management
 financing
 distribution
2. Definition of Marketing Mix 2
The marketing mix is defined by the use of a marketing tool that combines a number
of components in order to become harden and solidify a product’s brand and to help
in selling the product or service. Product based companies have to come up with
strategies to sell their products, and coming up with a marketing mix is one of them
What is 4 P of Marketing. 8
Product in Marketing Mix:
Price in Marketing Mix:
Place in Marketing Mix:
Promotion in Marketing Mix:

3. Market segmentation is the practice of dividing your target market into 2

approachable groups. Market segmentation creates subsets of a market
based on demographics, needs, priorities, common interests, and other
psychographic or behavioral criteria used to better understand the target
audience.
Market Segmentation Importance : Enhanced Targeting: Segmentation enables businesses to
identify and focus on the segments that are most likely to purchase their products. For example, Apple targets
tech-savvy and premium-segment consumers who are willing to pay more for advanced features and quality. This
targeted approach is evident in their marketing strategies and product designs, appealing specifically to these
segments.

Personalized Marketing: Companies can create personalized marketing campaigns by understanding different
segments. For instance, Netflix uses viewer data to segment its audience based on viewing habits and
preferences. This allows them to recommend personalized content to users in both India and the USA, increasing
 engagement and satisfaction.

Resource Allocation: Segmentation helps businesses allocate their marketing resources efficiently. Amazon, for
example, uses segmentation to identify prime markets for different product categories. In electronics, they might
target tech cities like Bangalore in India and San Francisco in the USA, ensuring better ROI for their marketing
8
spend.
Competitive Advantage: Segmenting the market can provide a competitive edge. Take Coca-Cola, which
segments its market by occasion and demographics. They offer a range of products from Coke Zero for health-
conscious adults to fruit-based drinks for children, catering to diverse preferences and gaining a competitive
advantage in both the Indian and US markets.
Market Expansion: Segmentation can reveal new market opportunities. For instance, automobile company Ford
uses segmentation to identify potential customers for different car models. In India, they might focus on
economical models for cost-conscious consumers, while in the USA, they could target luxury segments with
high-end models.
Customer Retention: Businesses can increase customer loyalty by satisfying specific segment needs. Samsung,
for instance, offers a wide range of smartphones catering to different segments—from budget phones popular in
India to high-end models preferred in the USA. This approach helps retain diverse customer groups by meeting
their specific needs.
Product Development: Insights from market segmentation can guide innovation. For example, L'Oréal develops
beauty products by considering the diverse skin tones and textures prevalent in different regions. They offer
products suitable for these varied skin types, ensuring relevance and appeal across these markets.
4. Brand equity is the value of your brand for your company. It's based on the idea that 2
a recognized brand that's firmly established and reputable is more successful than a
generic equivalent. It's also based on customer perception: customers will tend to buy
a product they recognize and trust.
Brand positioning refers to the unique value that a brand presents to its
customer. It is a marketing strategy brands create to establish their brand
identity while conveying their value proposition, which is the reason why a 4
customer would prefer their brand over others.
The elements of brand equity include:

Brand awareness: The extent to which consumers are familiar with and recognize a
brand.
Brand loyalty: The degree to which consumers consistently choose a specific brand
over others. 4
Brand image: The perception of attributes that consumers have of a brand, such as
quality, reliability, and uniqueness.
Brand associations: The emotional or psychological associations that consumers
connect with a brand, such as feelings of trust, reliability, or nostalgia.
Brand value: The perceived benefits and overall value that consumers attribute to a
brand.
5 Sales promotions include discounts, offers, gifts, and other 2
price-lowering tactics. Sales promotions frame the offer as
a limited-time deal that encourages customers to spend
more through bundles, increasing the overall company
revenue.

Advantages of sales promotions:

4
Gives a quick sales boost: Nothing can boost your revenue
 quite like a successful sales promotion. Encourages new
customers: Sales promotions allow potential customers to
try something new, with low risk. Raises awareness: When
you run ads supporting your sales promotion, more
customers will see your business, increasing brand 4
awareness.

Disadvantages of sales promotions:

Results in short-term financials: While any boost in revenue

is welcome, the financial benefits of promotions have a
habit of only lasting as long as the sale does. Sets
unrealistic expectations: When you gain new customers
from sales promotions, they may begin to expect steep
offers all of the time (which isn’t realistic for most
businesses). Desensitizes customers: When you lessen the
financial value of a product through sales promotion,
customers may begin to think that what you are selling, and
your brand, is only worth the smaller dollar sign

Q No. Detailed Step by Step Procedure & Marks Division Marks

6 Digital communication is the use of online tools like email, social media messaging 1
and texting to reach other individuals or a specific audience in order to share a 5
message. Even something as simple as reading the text on a webpage like this can be 4
considered digital communication.
Terms and Concepts encountered in Digital Marketing
These are a few terms one might come across that deal with digital marketing. Let
me walk you through them.

Reach and Impression: The term 'reach' refers to the number of people who were
able to see your advertisement and the number of times your ad was displayed is
referred to as impressions. Simply put reach refers to the unique customers who
viewed your content and impressions refer to the number of times such content was
viewed

Click-through ratio (CTR): The number of clicks that your ad receives divided by the
number of times your ad is shown. If the ad gets 5 clicks for 100 impressions then
CTR is 5/100. It is a very useful metric to judge the effectiveness of a campaign
compared to the previous ones.
 Conversion: The number of people who completed the intended action after clicking
through the advertisement is known as conversion.

Cost-per-acquisition: Calculates the total cost of acquiring a paying customer.

7. marketing channel is the type of medium used to advertise your company. 2
Learn how to choose the right marketing channel for your business here.

Digital marketing channels have been around since the earliest days of the
Internet, but the marketing channel definition has changed with the times.

Role and Function of Marketing Channels

Marketing channels are important for business. They move products from
producer to consumer. Functions include storage, transportation, and
advertising. This ensures products reach the right people at the right time.
Marketing channels are helpful tools for business growth. They aid in product
and marketing quality. Companies can use proven marketing channels or
multiple at once. This promotes brands and new products. A marketing channel
is a tool for companies to reach people. One person in the channel can do some
functions, but most functions need help from many channel members.
8. Retailing is the distribution process of a retailer getting the 2
goods (either from the manufacturer, wholesaler, or agents) and
selling them to the customers for actual use.

In simple terms, retailing is the transaction of small quantities of

goods between a retailer and the customer where the good is
not bought for resale purpose.

types of Retailers
Retailers can be classified into various types based on size, product range, target
market, and distribution methods. Here are some common types of retailers:

1. Department Stores: Department stores are large-scale retail outlets that offer various
products across multiple categories, such as clothing, electronics, home goods, and
cosmetics. They often have different sections or departments, each specializing in 8
specific product lines. Examples of department stores include Macy’s, Nordstrom,
and Harrods.
2. Supermarkets and Hypermarkets: Supermarkets and hypermarkets are retail stores
 that sell food and household products. Supermarkets are smaller than hypermarkets,
vast one-stop shops offering a broader range of products. Well-known examples
include Walmart (hypermarket) and Kroger (supermarket).
3. Convenience Stores: Convenience stores are small retail outlets that operate
extended hours, often 24/7. They offer a limited selection of everyday essentials and
impulse purchase items for customers seeking quick and convenient shopping. 7-
Eleven and Circle K are prominent convenience store chains.
4. Speciality Stores: Specialty stores concentrate on a specific product category or
niche, providing a curated selection for customers with unique preferences. Examples
include Apple Stores (electronics), Sephora (beauty products), and GameStop (video
games).
5. Online Retailers (E-tailers): Online retailers, also known as e-tailers, conduct their
business exclusively through online platforms. They offer a wide range of products
and services and leverage digital marketing strategies to reach and engage customers.
Amazon, Alibaba, and eBay are prominent global e-tailers.
6. Discount Retailers: Discount retailers focus on offering products at lower prices than
traditional retailers. They often sell private-label or off-brand merchandise to
maintain competitive pricing. Walmart’s subsidiary, Walmart Inc., is an example of a
discount retailer.
7. Luxury Retailers: Luxury retailers cater to high-end consumers and offer premium
and exclusive products, often associated with luxury brands and high prices.
Examples include Chanel, Louis Vuitton, and Tiffany & Co.
8. Franchise Retailers: Franchise retailers operate under a franchise agreement, using
an established parent company’s branding, products, and systems. McDonald’s,
Subway, and Starbucks are well-known franchise retailers.

9. Sales management is the process of leading, motivating, and

influencing people to achieve sales objectives. The sales manager 2
manages the entire sales cycle, including forecasting and budgeting
sales revenue, recruitment, selection of sales personnel, and
ensuring proper training and performance evaluations are conducted.

Sales management responsibilities

As a sales manager, you’re responsible for the sales team's success. 4
You’ll perform different tasks, including:
Recruiting: You’re in charge of hiring and onboarding new
salespeople as your team grows.
Training: You’re responsible for ensuring your salespeople deliver the
best possible customer experience and meet their sales targets. This
means identifying training gaps, modeling good sales behaviors,
training, coaching, and mentoring.
Shadowing: To get to know your salespeople and their interactions
with customers, you need to be out in the field with them, on calls, and
know how their behaviors map onto their results on key performance
indicators (KPIs).
Meetings and aligning teams with objectives: As a sales manager,
you’ll facilitate communication between your sales team, support
teams, and executive leadership. You’ll also set objectives and key
results (KPIs), for the sales team and ensure goals are communicated
clearly and hit regularly.
Forecasting and reporting: You need to report on sales performance
while keeping an eye on long-term growth projections—both can
inform strategic decisions about the future direction of your team and
your company.
KPI management: You need to get your entire team aligned around
key metrics so they know what day-to-day expectations are—and what
it takes to succeed over time. You’ll break goals down into key
performance indicators and KPIs into model behaviors that lead to
success.

Sales management objectives 4

A sales manager’s responsibility is to set long-term goals and

objectives for their team. By understanding how sales objectives fit
into the organization, you’ll better understand the big picture and can
communicate better with senior management. Some of the main
objectives of sales management include:
Revenue generation
Increased sales volume
Sustained profits
Sales department growth
Market leadership
Prospect conversions
Motivating the sales force
10. “Sales organisation is both an orienting point for 3
cooperative endeavour and a structure of human
relationships. It is composed of the group of individuals,
striving jointly to reach qualitative and quantitative
personal selling objectives and bearing both informal and
formal relations to one another.”

Types of Sales 3

Organizational
The sales structure problem often lies in asking your people to
handle too many different aspects if the sales process. In o,
we introduce the Rule of 3s and using them to determine if you
have a People or Process problem. If more than 1/3 of your
salespeople are underperforming in your top three
performance metrics, you likely have a sales structure
problem. 4

There are four main types of sales organizational structures:

1. Functional Structure
2. Geographic Structure
3. Market-Based Structure
4. Product Sales Force Structure

SECTION- B

QNo. Detailed Step by Step Procedure & Marks Division Marks

11. Understand the task. Read the case to gain an overview of the situation. ... 5
Understand the case. Read the case closely. ...
Identify the main problem(s) ...
5
Analyse the problems. ...
Develop and evaluate solutions. ...
Make recommendations for action.
STAFF SIGNATURE HEAD OF THE DEAPARTMENT