Fundamentals of marketing management ( English)

 

                                                             Marketing management

                                                            B.com sem 2

Unit 1             

Ch.1 Marketing

Q- Characteristics of Marketing:

1.     Wide Activity

2.     Profit Objective

3.     Created Utility

4.     Creates demand

5.     Increase social standard of living

6.     Customers are at the center

7.     A System or a process

8.     Constant Activity

9.     Experts are required

10.  Useful for rendering service

11.  Objective of satisfying the customers

12.  Legal Protection

13.  Development of the country

Q- Difference between Selling and Marketing:

1.     Meaning

2.     Aims

3.     Development

4.     Time period

5.     Scope

6.     Effective factor

7.     Middlemen

8.     Parties

9.     Capital

10.  Use of Machinery

11.  Services of experts

12.  To whom it is addressed?

13.  Social Liability

14.  Present & Future Relations

15.  Act

16.  From viewpoint of nation

Q- Scope or Functions of Marketing:

1.     Market research

2.     Collection of goods

3.     Processing

4.     Standardisation and Grading

5.     Branding

6.     Price

7.     Packaging

8.     Storage of goods

9.     Transportation

10.  Insurance

11.  Finance

12.  Advertisement

13.  Distribution

14.  Sales

15.  After sale service

16.  Social responsibility

Q- Concept of Marketing:

1.     Product Oriented Marketing

2.     Production Process Oriented Marketing

3.     Sale Oriented Marketing

4.     Customer or Consumer Oriented Marketing

5.     Socialistic Marketing Concept

6.     Modern Marketing Concept

Q- Modern Marketing Concept:

1.     Customer- Oriented Philosophy

2.     Market-Oriented Organisation

3.     Change according to Market research

4.     Importance to market research

5.     Profit to both the parties

6.     Establishment of service center

7.     Well planned Marketing policy

Q-Concept of Marketing Mix and it’s  Components:

1.     Product

2.     Price

3.     Promotion

4.     Physical Distribution

Q- Importance of Marketing:

1.     Benefits of division of labour and specialisation

2.     Bring change in the demand by creating requirements

3.     Development of Cottage and Small scale industry

4.     Co-ordination  between requirements and production

5.     Development of business standard

6.     Helpful to entrepreneur and managers

7.     Encouragement to enterprise and awareness

8.     Use of natural resources

9.     Use of human labour man power

10.  Increase in export

11.  High standard of living.

Ch.2 Market Demamd

Q- Factor Affecting the forecasting of Marketing  Demand:

1.     Long term changes in demand

2.      seasonal changes

3.      religious festivals and celebration

4.      Contingencies

5.      types of products

6.      Competitors

7.      competitors product

8.      changing fashion

9.      distribution channel

10.  After cell service

11.   government policy

12.   marketing programme

Q- Marketing in different situation of market demand:

1.     Negative demand

2.      no demand

3.      latent demand

4.      Irregular demand

5.     Falling demand

6.     Full demand

7.     Overfull demand

8.     Unwholesome demand

Unit 2

Ch.1  Branding

Q-Characterisitics 0f  an ideal branding :

1.     Name

2.      easy to speak

3.      easy to remember

4.      variety in name

5.      simple for advertisement

6.     Appropriate picture

7.      not easy to copy

8.     variety  of  brands

9.     Connected with the prestige

Q- Types of brand :

1.     Name  as a brand

2.     A picture or a figure as a brand

3.     Producers name as  brand

4.     Sign or number as a brand

5.     Colour combination as a brand

6.     Label as brand

7.     Brand as trademark

Q- Policy decision regarding branding strategy:

1.     To give a brand or not

2.      decision of making the brand :

A  manufacturer’s brand

B. Middleman’s brand

3.     Family brand decision :

A.    Different brands for each product

B.    Same brands for all products

C.    Different brand for Different product line

D.    Company’s name as the brand

4.     Brand expansion

5.     Different brands

6.     Redecision for brand

Q. Importance of  objective of branding:

A. Advantages/objectives of branding from the viewpoint of manufacturer’s and traders:

1.     Fear of copying Avoided

2.     Advertisement

3.     Specific customer

4.     Price

5.     Different prices

6.     Less compilation

7.     Time saving

8.     Direct sales

9.     Success in sales promotion programme

10.  Manufacturer’s prestige increase

11.  Market strategy

12.  Legal Protection

        B.Advantages of branding from the viewpoint of customer:

1.     Fixed price

2.     Same quality Available

3.     Easy to purchase

4.     Assurance of quality

5.     No cheating

6.     Guarantee

7.     Attractive packing

8.     Convenience in the return of goods

9.     Get reputation

Ch.2  Pricing

Q- Objective of Pricing:

1.     Aim of entering the market

2.     Aim of maintaining a definite share in the market

3.     Aim of earning maximum profit

4.     Aim of experience in competition

5.     Rate of return on capital investment

6.     Development of products-line

7.     Price stability

8.     Creating potential customers

Q- Factors Affectin Price determination:

1.     Goal

2.     Characteristics of the market

3.     Stage of product life cycle

4.     Production Cost

5.     Behavior of Customers

6.     Relativity of Demand

7.     Channel distribution

8.     Competitors Price

9.     Sales promotion strategy

10.  Variety of products

11.  Government policy and benefits

12.  Economic situation

Q- Methods of Pricing :

A.    Cost Oriented pricing:

1.Total Cost pricing

2. Fixed target

3. Fixed margin/cost+pricing

4. Special pricing

5. Marginal cost pricing

B.    Competition Oriented pricing:

1.Current rate pricing

2. Pricing in monopoly

3. Pricing in semi monopoly

4. Competitive pricing

5. Compromising pricing

C.    Demand Oriented pricing:

1.     Customer Oriented pricing

2.     Period Oriented pricing

3.     Utility Oriented pricing

4.     Place Oriented pricing

5.     Brand Oriented pricing

Q- Importance of Pricing:

1.     From the viewpoint of owners

2.     From the viewpoint of Customers

3.     From the viewpoint compilation

4.     From the viewpoint of employees

5.     From the viewpoint of Middlemen

6.     From the viewpoint of suppliers

7.     From the viewpoint of borrowing finance

8.     From the viewpoint of government taxes

9.     From the viewpoint of responsibility

Unit 3

Ch.1 Consumer  Behavior

Q- Types of Consumer:

1.     Customers of commodity products

2.     Customer of industrial products

3.     Customers of luxurious products

Q- Factors affecting Consumer behavior:

A.    Economic Factors:

1.Purchasing capacity

2.Borrowing

3. Hire purchase system

4.Future definate income

 5.Future expected income

 6. Incedential  income

 7. Total income of the family

 8. Current and liquid assets

 9. Credit facility

B.    Social Factors:

1.Status or Role of a human being

2. Formal group

3. Informal group

4. Members of the family

5. Social customs and traditions

6. Higher class

7. Middle class

8. Poor class

C.    Psychology Factors:

1.     Needs of human beings

2.     Consumer’s attitude and belief

3.     Experience

4.     Personal viewpoint

5.     Age

6.     Personality

7.     Nature

8.     Life style

D.    Cultural Factors:

1.     Family system

2.     Role of ladies

3.     Morden facilities

4.     Education of girls

5.     Entertainment

6.     Western culture

7.     Changes in residential buildings

8.     Geographical areas

9.     Religion and custom- traditions

E.    Individual  Factors:

1.     Life style

2.     Economic conditions

3.     Profession

4.     Safety and protection

5.     Ambition

6.     Self confidence

7.     Concern for others

8.     Prestige status

9.     Life cycle of a person

Q – Stages of Consumer behavior (buying decision) :

1.     Emergence of needs

2.     Obtaining of information:

A.    Individual

B.    Mass communication

C.    Trade media

D.    Experience

3.     Evaluation of alternative

4.     Decision of buying:

A.    Social Factors

B.    Expected circumstances

5.     Consumer behavior or behavior after sales

6.     Satisfaction after purchasing:

A.    Satisfaction after purchasing

B.    Steps after purchasing

C.    Use of the product after purchasing

 

 Ch.2 Market Segmentation

Q- Bases of market segmentation:

A.Geographic base :

1.     Local market

2.     Urban market

3.     Rural market

4.     Regional market

5.     National market

6.     Information market

7.     Climate

B. Demographic base :

1.     Age

2.     Size of family

3.     Income of the per

4.     Family life cycle

5.     Business/ Profession

6.     Education

7.     Regional

8.     Customs

9.     Marriage

C .Behaviouristic base :

1.     Faithfulness towards firm

2.     Products

3.     Place

4.     Rate of consumption

5.     Festival ceremonies

6.     Status as a customer

7.     Benefits of a product

8.     Intencity for purchase

9.     Supply

10.  Attitude

D . Psychopathic base :

1.     Personality

2.     Life style

3.     Social Status

4.     Economic Status

5.     Purchase intention

Q- Advantages (Importance) of market segmentation:

1.     Guideline for marketing strategy

2.     Awareness of market opportunity

3.     Profitability

4.     Benefits to customers

5.     Packing according to requirement

6.     Benefits to society and nation

7.     Co-ordination of products qnd needs

8.     Expert in organization

9.     Maximum use of resources

10.  Small units

11.  Flexibility in market

12.  Financial decision

Q- Procedure of the selection of target market:

                  1.Market Segmentation To determine the Importance of the segment of the market

2.Study of competitor products

3.Selection of prospective section of market

4.Product planning and arrangement of Marketing strategy.

Unit :4

Ch.1 Marketing  Research

Q- Difference between market research and Marketing research:

1.     Meaning

2.     Objective

3.     Scope

4.     Decision process

5.     Expenses

6.     Swot analysis

7.     Strategy

Q- Objective of Marketing research:

1.     Framing of policy

2.     To identify Marketing opportunity

3.     To assess competitive strength

4.     To estimate potential buying power of the customer

5.     Formation of Marketing plans

6.     Evaluation of plans and policies

7.     To define probable market for specialised product

8.     To estimate expected share of the market

9.     To assess probable volume of future

10.  To study the Geographical distribution of market

11.  To indicate the proper distribution method

12.  To make the product acceptable and salable

13.  To solve the problem of branding and packing

14.  To reduce the marketing cost

15.  To select the right course of action

16.  Search of distributors

Q- scope of Marketing research:

1.     Market measurement research

2.     Environment research

3.     Compilation research

4.     Marketing mix research

5.     Behaviouristic research

Q- Stage of Marketin research:

1.     PProblem identification

2.     Research objectives

3.     Source of information

4.     Collection of information

5.     Analysis of findings

6.     Reporting of findings

Q- Importance of marketing research:

1.     Search of new market

2.     Information regarding customers

3.     Information regarding trade

4.     Regarding product and services

5.     Price policy

6.     To determine sales area

7.     Sales policy

8.     Sales quota

9.     Function of advertisement

10.  Proper packing

11.  Information regarding competitors

12.  Selection of distribution system

Q- Limitations of Marketing research  :

1.     Expensive Activity

2.     Wastage of time

3.     Misleading

4.     Flexibility of market

5.     Difficult to get expert employee

Ch.2 Ethical issue in marketing research

Q- Ethical issues in the context of respondents :

1.     Actual purpose must be of researc

2.     Identity must be protected

3.     Ultraviolet ink

4.     Hidden tape recorder

5.     One way mirror

6.     Fake long distance call

7.     Face research firm

8.     Right to choice

9.     Right of safety

10.  Right to be informed

11.  Right of privacy

Q-  Ethical issues in the context of owner /client:

1.     Confidential

2.     Unqualified research

3.     Ownership

4.     Unnecessary research

5.     Presentation of data

Q- Ethical issues related to the researchers:

1.     Not to give unauthorised conclusion

2.     Excessive request

3.     Stick to promise

4.     Availability of funds