Question Bank for Mid Term Test

Subject: Marketing Management (Semester-2)

Prepared By: Prof. Mr. Ashwin A. Santoki
Naranlala School of Ind. Mgt & Comp. Science, Navsari

Module : 001
1 What is marketing management? Explain different marketable entities with suitable examples.
2 Explain the concept of holistic marketing.
3 Discuss the various steps in the marketing research process.
In light of various consumer costs and values known to you, explain the contemporary Value
4
delivery network for the use of marketers for any product of your choice.
5 Define Marketing. Differentiate between Marketing and Selling with suitable example(s).
Holistic marketing is the essence of modern marketing. On this context explain the four
6
broad components of Holistic Marketing in detail with suitable example(s).
7 Discuss in detail the Value chain model proposed by Michal E. Porter.
What are the merits of Relationship marketing? Relationship marketing plays a vital role in
8
21st century. Justify your answer with real life example(s).
How would you, as a global automobile manufacturer and market leader, manage the holistic
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marketing effort?
1 How can a retailer of male apparels (premium segment) identify growth opportunities and
0 overcome the strategic planning gaps?
11 Explain the basic philosophies of marketing
1
Discuss the various marketing environments.
2
1 Explain the various marketing management tasks which signify the relevance of marketing to
3 business.
Trends and forces defining the 21st century indicate that Holistic Marketing will be the future
1
of Marketing. List and explain the four broad components of Holistic Marketing with relevant
4
examples
1
Discuss the four corporate strategic planning activities with a suitable example
5
1 Briefly explain the various methods for gathering market information. What are the techniques
6 used for monitoring customer satisfaction?
1
Explain marketing management process.
7
Explain the terms: Needs, Wants, Demand, Product, Brand, Value, Value Analysis, Market,
1
Marketing, Marketing Management, Transaction, Exchanges, Supply Chain Management, and
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Relationship Marketing.

Module: 002
1 Explain the differences between consumer and business markets.
2 Explain the concepts of customer perceived value and customer lifetime value.
3 Explain with suitable examples the various segmentation variables in consumer markets.
4 Discuss the various competitive strategies for market leaders.
5 Explain the stages of consumer buying decision process, giving suitable examples.
6 Explain the criteria for evaluation of market segment with examples.
Explain five dimensions on the basis of which a company can Differentiate & Position its
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market offering? Give example(s) for each of the dimensions.
8 Discuss the stages of Industrial buying process in detail.
9 What are the criterias for segmenting organizational market?
1
Discuss the various differentiation strategies adopted by a marketing manager.
0
You are appointed as a marketing manager for a 10 year old FMCG company, suggests the
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various types of general attacking strategies you will adopt against your competitor.
1
Explain the competitive strategies that can be adopted by challengers?
2
1 Why should marketers be obsessed with offering the correct value proposition to
3 consumers? Explain the concept of customer perceived value.
1 Explain the various bases of segmentation available to a marketer of personal care & home
4 care products, with examples.
1
Explain the process of targeting the market.
5
1 Explain the various factors affecting the consumption behavior related to dining out (having a
6 meal outside home).
1
Explain the bases for segmenting consumer markets, with relevant examples.
7
1
How can a marketer of sports shoes differentiate his offering?
8
Your college wants to technologically upgrade the teaching learning facilities available in your
1
campus. They plan to buy latest LCD projectors for all the classrooms. Suggest suitable steps
9
for the buying process
The Backpack (bags which are put on the backs) market in India is growing faster than most of
the developed markets. Backpacks are mainly used for carrying laptops, some clothes, a water
bottle and some extra space for other items. VIP and Samsonite are the major players in this
2
segment. You have been appointed as a consultant for a new player which wants to enter this
0
segment.
What are the criteria for segmentation that you will use for evaluating this segment? What are
the bases of segmentation you will use for identifying segments in this category
Hindustan Unilever the market leader in the fast moving consumer goods category is facing a
2
tough competition from Proctor and Gamble, ITC and other small players. What strategies do
1
you suggest for Hindustan Unilever to defend its market share?
2
Explain the concept of POP and POD.
2
2 You are an MNC manufacturing washing machines and want to introduce one of your latest
3 models in India with following specifications:
5 kg slim size model for small space and small to medium clothing load,
5-Star rated energy efficiency, wash performance and spin-performance,
 Programs available for Cotton /Synthetic /Delicate /Wool /Hand wash
Programmable for Quick Rinse, Spin & Drain needs,
Additional selection of Pre wash/Rinse Hold/Super Rinse/Drain/Crease Care/Eco/Bio/No
spin/Child-Lock functions,
The LCD display shows remaining time indication and error message indication,
A large transparent door with 180 degrees opening angle,
Free Installation Servicing for 6 months
Model is Priced at the Higher-End of the price range.
What are the variables on the basis of which you will segment your market? Why?