Section –A (10 Marks)

1. List out the necessary skills for a Marketing Manager.

Answer: These are the skills needed by a marketing manager 
 Skill development
 Selection/ deselection of talent with those same skills
 Buyer’s perspective
 Selling process
 Planning and measurement

2. Define Marketing Environment.

Answer: Marketing Environment is the combination of external and internal factors and
forces which affect the company's ability to establish a relationship and serve its customers. The
marketing environment of a business consists of an internal and an external environment.

3. Explain the concept positioning.

Answer: Positioning defines where your product (item or service) stands in relation to
others offering similar products and services in the marketplace as well as the mind of the
consumer. Description: A good positioning makes a product unique and makes the users consider
using it as a distinct benefit to them.

4. Write a short note on target market.

Answer: A target market refers to a group of customers to whom a company wants to sell its
products and services, and to whom it directs its marketing efforts. Consumers who make up a
target market share similar characteristics including geography, buying power, demographics,
and incomes.

5. Define direct marketing.

Answer: Direct marketing consists of any marketing that relies on direct communication or
distribution to individual consumers, rather than through a third party such as mass media.
Mail, email, social media, and texting campaigns are among the delivery systems used.
 6. What is macro environment?
Answer: The Macro Environment consists of 6 different forces. These are: Demographic,
Economic, Political, Ecological, Socio-Cultural, and Technological forces. This can easily be
remembered: the DESTEP model, also called DEPEST model, helps to consider the different
factors of the Macro Environment.

7. Explain the concepts of need and want..

Answer: In short, needs are things that satisfy the basic requirement. Wants are requests
directed to specific types of items. Demands are requests for specific products that the buyer is
willing to and able to pay for. In a consumer market examples are usually very clear to identify.

8. Brief ‘Selling Concept”.

Answer: The Selling Concept proposes that customers, be individual or organizations will
not buy enough of the organization's products unless they are persuaded to do so through
selling effort. ... So organizations should undertake selling and promotion of their products for
marketing success.

9. Define product mix.

Answer: Product mix, also known as product assortment or product portfolio, refers to the
complete set of products and/or services offered by a firm. A product mix consists of product
lines, which are associated items that consumers.

10.Mention any four demerits of online buying

Answer:
1. Frauds in online shopping.
2. Delay in the delivery
3. Hidden costs and shipping charges.
4. Returning the product
 Section –B (20 Marks)

1. Explain the stages of Product Life Cycle and strategies to adapt at every

stage.
Answer
The term product life cycle refers to the length of time a product is introduced to
consumers into the market until it's removed from the shelves. The life cycle of a product
is broken into four stages—introduction, growth, maturity, and decline. This concept is
used by management and by marketing professionals as a factor in deciding when it is
appropriate to increase advertising, reduce prices, expand to new markets, or redesign
packaging. The process of strategizing ways to continuously support and maintain a
product is called product life cycle management.
There are the following major product life cycle stages:
1. Market introduction stage
This is the stage in which the product has been introduced first time in the market and the
sales of the product starts to grow slowly and gradually and the profit received from the
product is nominal and non-attained. The market for the product is not competitive
initially and also the company spends initially on the advertisement and uses various
other tools for promotion in order to motivate and produce awareness among the
consumers, therefore generating discerning demands for particular brand. The products
start to gain distribution as the product is initially new in the market and in this stage the
quality of the product is not assured and the price of the product will also be determined
as low or high. 1. costs are very high 2. slow sales volumes to start 3. little or no
competition 4. demand has to be created 5. customers have to be prompted to try the
product 6. makes little money at this stage
2. Growth stage
In the growth stage, the product is visibly present in the market, the product has habitual
consumers, and there is quick growth in product sales. More new customers are
becoming aware of the product and trying it. The customers are becoming satisfied with
the product and are buying it again and again. The ratio of the product repetition for the
trial procurement has risen. Competitors have started to overflow the market with more
appealing and attractive inventions. This helps in creating increased competition in the
market and also results in decreasing the product price. 1. costs reduced due to economies
of scale 2. sales volume increases significantly 3. profitability begins to rise 4. public
awareness increases 5. competition begins to increase with a few new players in
establishing market 6. increased competition leads to price decreases
3. Maturity stage
In maturity stage, the cost of the product has been decreased because of the increased
volume of the product and the product started to experience the curve effects. Also, more
and more competitors have seen to be leaving the market. In this way very few buyers
have been left for the product and this results in less sales of the product. The decline of
the product and cost of attaining new buyers in this level is more as compare to the
resulted profit. The brand or the product differentiation via rebating and discounts in
price supports in recalling the outlet distribution. Also, there is a decline in the entire cost
of marketing through enhancing the distribution and promotional efficiency with
switching brand and segmentation. 1. costs are decreased as a result of production
volumes increasing and experience curve effects 2. sales volume peaks and market
saturation is reached 3. increase in competitors entering the market 4. prices tend to drop
due to the proliferation of competing products 5. brand differentiation and feature
diversification is emphasized to maintain or increase market share 6. industrial profits go
down
4. Saturation and decline stage
In this stage, the profit as well as the sales of the product has started to decline because of
the deletion of the product from the market. The market for the product in this stage
started to show negative rate of growth and corroding cash flows. The product at this
stage may be kept but there should be fewer adverts. 1. costs become counter-optimal 2.
sales volume decline 3. prices, profitability diminish 4. profit becomes more a challenge
of production/distribution efficiency than increased sales
 2. Enlighten the term marketing management and its concepts with

relation to Society.
Answer
Market: The concept of market has undergone significant changes over the years, commensurate
with the changes in the structure and scope of markets. Kotler defined market as “A set of all
actual and potential buyers of a product.” This definition implies that wherever there is a buyer
of a product or service, there is a market. It succeeded in changing the view that market is a
place. Further this definition also indicates that market refers to the existence of buyers of a
product or service, that when these things get exchanged, the marketing process commences.
This concept of market focuses on a situation where all buyers and sellers would be able to
communicate with one another; they would also be capable, of exchanging products with each
other. It could also be inferred from the definition that buyer-seller interaction is crucial to
market.
MARKETING: Marketing refers to the various groups of activities that take place in a market.
These activities are either planned or spontaneous. For example, production, assembling,
distribution and storage could be planned, consumption is often spontaneous.
In short, marketing would include all the activities performed from the stage of production to
ultimate consumption. In other words it refers to functions of marketing viz., assembling,
warehousing, grading, barding, packing, labeling, distribution, selling and servicing
Social Marketing Concept
This philosophy of marketing underlines the importance of marketing activities to support and
ensure social well-being. Marketing should determine the needs, wants and interests of target
markets and deliver the desired satisfaction effectively. Only through this marketing can keep the
competitors at bay. This broadened role of marketing is prescribed for marketing as in modern
days, a number of products and services hasten environmental pollution, scarcity and inflation.
Under marketing management a marketing programme is prepared on the basis of needs, wants,
tastes and fashions of the customers. It involves decision making in regard to pricing of the
products, publicity, distribution and after-sales service. Thus marketing management is an action
science consisting of principles for improving the effectiveness of exchange. It represents
professionalization in the carrying out of exchange relationships. In recent times marketing
management has become a self-conscious craft. It is the analysis, planning, implementation and
control of programmes designed to bring about designed exchanges for the purpose of personal
or mutual gain. It relies heavily on the adaptation and coordination of product, price, promotion,
and place for achieving effective response
According of Mc Carthy, an effective macro market system is a necessary ingredient for
economic development. To peter Drucker, marketing may be the key to growth is less developed
nations. Marketing can enable fuller utilization of resources and facilitates integration of
countries and continents. For Nurkse marketing carries with it the solution to break through the
vicious circle of poverty in very country. Hence, in every developing and less developed country
efforts should be made to reorganize the marketing system.

3. Write a detailed note on natural and technological environment. How

these factors affect market?

Answer
Technological environment refers to the state of science and technology in the country and
related aspects such as rate of technological progress, institutional arrangements for development
and application of new technology, etc.
Concepts of technological environment:
1. Technological environment is a component of macro or indirect action environment. 2.
Technological environment changes very fast. 3. Technological environment affects the manner
in which the resources of the economy are converted into output. 4. Technological environment
is self reinforcing. An invention in other places.
Online channels
Online marketing is the practice of leveraging web-based channels to spread a message about a
company’s brand, product, or services to its potential customers. The mentioned techniques used
for the online marketing includes email, social media, display advertising, search engine
optimization, Google Awards and more. The objective of marketing is to reach potential
customers through the channels where they spend their time reading, searching, shopping, and
socializing online.
E-commerce
E-commerce is the activity of electronically buying or selling of products on online services or
over the Internet. Electronic commerce draws on technologies such as mobile commerce,
electronic funds transfer, supply chain management, Internet marketing, online transaction
processing, electronic data interchange (EDI), inventory management systems, and automated
data collection systems. Ecommerce is in turn driven by the technological advances of the
semiconductor industry, and is the largest sector of the electronics industry.
Modern electronic commerce typically uses the World Wide Web for at least one part of the
transaction's life cycle although it may also use other technologies such as e-mail. Typical e-
commerce transactions include the purchase of online books (such as Amazon) and music
purchases (music download in the
NATURAL ENVIRONMENT:
Business, an economic pursuit of man, continues to be dictated by nature. To what extend
business depends on nature and what is the relationship between the two constitutes an
interesting study. Natural Environment The natural environment includes geographical and
ecological factors that influence the business operations. These factors include the availability of
natural resources, weather and climatic condition, location aspect, topographical factors, etc.
Business is greatly influenced by the nature of natural environment. For example, sugar factories
are set up only at those places where sugarcane can be grown. It is always considered better to
establish manufacturing unit near the sources of input. Further, government’s policies to
maintain ecological balance, conservation of natural resources etc. put additional responsibility
on the business sector.
The physical environment includes the natural environment in which the business operates. This
includes the climatic conditions, environmental change, accessibility to water and raw materials,
natural disasters, pollution etc.

4. Describe the steps of consumer decision making process.

Answer:
Consumer Decision Making Process means the process of identifying and verifying the decision
making of the consumer by the business leaders or marketers. The Marketers have simplified the
process of decision making in five stages.

Let’s just talk about the End Consumer and Consumer Behavior before we jump to discuss the
stages of the Consumer Decision Making Process. The End Consumer is the heart and soul of
any business stability. End Consumer is a business term used to describe the end-user of the
product in the distribution chain of business.

The End User may or may not be the purchaser of the company product. The difference b/w the
Customer and Consumer – The person who buys a product or a service is a customer i.e.
someone who actually pays the money from his income to purchase the product. However, the
person who actually uses or consumes that product is the final or end consumer.

The End Consumer and the Actual Customer are both parts of the Decision-Making Unit DMU.
Understanding and studying individuals, organizations, or groups of people and the process from
which the individuals, organizations, or groups of people go through while selecting, securing,
using, and consuming a product or a service in order to satisfy the needs is Consumer Behavior.

In pretty simple words the consumer behavior is the psychological process from which an
individual goes through in order to identify needs, to find the resource or way to fulfill that need
and to make the buying decision.

5 Stages of the Consumer Decision Making Process

 Need Recognition
 Searching and gathering information
 Evaluating the Alternatives
 Actual Purchase of the Product or the Service
 Post Purchase Evaluation

Need Recognition

 The first step in the consumer decision-making process is identifying the need. The need
is the most important element which leads towards the actual buying of the product or
service. Need is the trigger point of all the buying decisions.
 Finding out what the customer needs is the first milestone towards evaluating the
Consumer Decision Making Process. Determining the needs and wants of the target
market provide support to many marketing decisions.

Searching and gathering information

The potential consumer after identifying his needs moves on to the second stage i.e.
searching & gathering information. When it comes to choosing between alternatives
 humans tend to be skeptical, therefore they need all the information before spending their
money.

Evaluating the Alternatives

Consumers begin to search out for the best deals or options available once he has identified the
Need and the source to satisfy that need. The Consumer at this stage evaluates different options
based upon product price, product quality, product quantity, and value-added features of a
product or other important factors.

Customer reviews and compare prices for the substitute products before choosing the product
that will satisfy the need in the best possible manner. Careful evaluation of all the alternatives/
substitute products available in the market comprises the 3rd stage of the Consumer Decision
Making Process.

Actual Purchase of the Product or the Service

In this stage, the customer decides what to buy, where to buy after going through all the above
stages. After proper assessment of all the facts, the consumer makes a logical decision to buy a
product based upon his needs and wants.

The Needs and want are often triggered by the advertising and marketing campaigns,
recommendations from personal connections, or maybe from both.

In pretty simple words the consumer behavior is the psychological process from which an
individual goes through in order to identify needs, to find the resource or way to fulfill that need
and to make the buying decision.

Evaluating the Alternatives

Consumers begin to search out for the best deals or options available once he has identified the
Need and the source to satisfy that need. The Consumer at this stage evaluates different options
based upon product price, product quality, product quantity, and value-added features of a
product or other important factors.

Customer reviews and compare prices for the substitute products before choosing the product
that will satisfy the need in the best possible manner. Careful evaluation of all the alternatives/
substitute products available in the market comprises the 3rd stage of the Consumer Decision
Making Process.

The consumer after Need recognition and collecting useful information choose the best product
available in the market based upon his taste, style, income, or preference.

Actual Purchase of the Product or the Service

In this stage, the customer decides what to buy, where to buy after going through all the above
stages. After proper assessment of all the facts, the consumer makes a logical decision to buy a
product based upon his needs and wants.

The Needs and want are often triggered by the advertising and marketing campaigns,
recommendations from personal connections, or maybe from both.

Post Purchase Evaluation

In the final stage of the consumer decision-making process the consumer evaluates or analysis
the purchased product, the usefulness of the product, satisfaction delivered from the product,
Value of the product with respect to the need fulfillment of the consumer.

If the consumer feels that the product bought delivered the value and has met the expectation
they will become the loyal customers of the product.

Consumer Decision making Process is very important for marketers to successfully market their
products and product line. Understanding the targeted market fully increases the efficiency of
a Marketing plan and yields better results from Promotional Plan.

5. Expound the scope of branding.

Answer
Brand forms an important part of product strategy. Brands can convey several meanings to
buyers. For example, Nike stands for trendy, quality and well-engineered products.
Brand is something that resides in the minds of consumers. It is important to convey to the
customers to buy a product by giving it a name and using brand elements to help identify it.
Identity is important to help make customers make a choice from among offerings in the
market. For example, a customer can make a choice from a number of washing powders in
the market like Tide, Ariel, etc.
Brand management is a function of marketing that uses techniques to increase the perceived
value of a product line or brand over time. Effective brand management enables the price of
products to go up and builds loyal customers through positive brand associations and images
or a strong awareness of the brand.
Without having a good brand reputation — consumers, buyers, prospects, and even
employees may be skeptical or are unsure of whatever it is your company does and
represents. No matter what industry or what your company provides (like a specific product,
service, software, etc.), brand image will play a huge role in growing the business. Yet, you
also do not need to spend tons of marketing dollars on branding and many of the well-known
companies themselves do not spend a lot. Instead, these organizations focus on a strategic
brand management process that enhances their brand and makes sure they are highly visible
in their markets. Of course, brand management can include a few different tactics (like
spending some money), but it has become a term used more often — and in the digital age – -
is valuable for company growth.
A brand is a perceptual entity that is rooted in reality but reflects the perceptions and perhaps
even the idiosyncrasies of consumers. Ultimately a brand is something that resides in the
minds of consumers. Therefore the scope of branding expands beyond boundaries.
A branding strategy shall be considered successful only when the consumers have an answer
to the above three questions which is strong enough to make them believe that there are
significant differences in the products or services provided by a brand than others. Making
sure the above three takes deep understanding of consumer and therefore the scope of
branding becomes critical
A branding strategy shall be considered successful only when the consumers have an answer
to the above three questions which is strong enough to make them believe that there are
significant differences in the products or services provided by a brand than others. Making
sure the above three takes deep understanding of consumer and therefore the scope of
branding becomes critical
A branding strategy shall be considered successful only when the consumers have an answer
to the above three questions which is strong enough to make them believe that there are
significant differences in the products or services provided by a brand than others. Making
sure the above three takes deep understanding of consumer and therefore the scope of
branding becomes critical