Professional Documents
Culture Documents
Assignment A
Marks 10
Answer all questions.
2. Explain the various factors influencing a company’s marketing strategy with the help of
suitable examples.
3. What is marketing research? Discuss the marketing research process with the help of
an example. Briefly explain the different sources of data.
Marketing Management
Assignment B
Marks 10
Answer all questions.
1. a )What do you mean by media scheduling? Explain the procedure for evaluating
advertising programes with the help of suitable examples.
b) Define sales promotion and discuss the different elements of promotion-mix with the help
of suitable examples.
2. Discuss the marketing plan for a consumer product of your choice and briefly explain the
marketing planning process.
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a) Product Positioning
b) Branding
c) CRM
d) Internet marketing
CASE STUDY
Market Segmentation—Man’s Fairness
The male fairness segment industry is pitched at around Rs. 250 crore and the industry is
growing at a scorching 150 percent per year. The industry evidently has woken up to the fact that
the metro-sexual and has a large appetite for beauty (the industry expression is "male grooming")
products, particularly driven by a desire to look as fair as the fairer SEX.
ABC Company recently launched 'GROOM PLUS' the first men's fairness cream and claims that
the market feedback is highly positive and encouraging. It is now planning an extension of
"GROOM PLUS" to products Iike bleaches, shaving creams, Lotions etc. Hitherto men used
fairness cream /bleach that were available in parlour packs. Subsequent research showed that
men prefer bleach of their own with its own fragrance and specific skin type formulations,
especially branded ones.
Questions
(a) Suggest bases for segmentation of market for Groom Plus products.
(b) Discuss the importance of packaging in marketing of the above Product range.
(c) Suggest a suitable Promotion-Mix for creating awareness of the above range of products.
Marketing Management
Assignment C
Marks 10
Answer all questions.
Tick mark (√) the most appropriate answer
2. Market means -
2
3. BCG stands for -
5. Diversification means -
7. Market segmentation is -
a) The process of classifying customers’ intro groups, each with different needs,
characteristics or behaviors.
b) The process of classifying the markets into groups, each with same needs and
characteristics
c) The process of making the dealers and distributors happy about the products
d) None of the above
9. Changes in income is -
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10. Status is -
15. Demography is -
a) The study of human population in terms of size, density, location, age, gender,
race, occupation and other statistics
b) The study of the marketing plans
c) The study of all the activities in the organization
d) None of the above
16. A sample is a -
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c) Industry and the company sales forecasts
d) None of the above
a) Gross margin/price
b) Sales/cost
c) Sales/average value of inventory
d) Both (a) and (b)
20. The product is now more widely known and the sales grow rapidly is the stage of-
a) Introduction stage
b) Maturity stage
c) Growth stage
d) Decline stage
a) Screening
b) Idea generation
c) Product development
d) None of the above
23. The process of creating and developing product specifications that optimize the function,
value and appearance of a product is -
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a) Product design
b) Market design
c) Industrial design
d) None of the above
a) Penetration pricing
b) Parity pricing
c) Competition pricing
d) Both (a) and (c)
27. The systematic design, collection, analysis, and reporting of data relevant to a specific
marketing situation facing an organization is -
a) Market research
b) Marketing research
c) Product research
d) Both (a) and (c)
28. In collecting primary data, the two main research instruments are -
a) Idea
b) Belief
c) Value
d) Description
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31. The collection of businesses and products that make-up the company is -
a) Product portfolio
b) Business portfolio
c) Market portfolio
d) Both (a) and (c)
32. Two or more outlets that are commonly owned and controlled are -
a) Business stores
b) Chain stores
c) Products
d) None of the above
33. The practice of using the established brand names of two different companies on the
same product is -
a) Branding
b) Re-branding
c) Co-branding
d) None of the above
34. The set of basic values, perceptions, wants and behaviors learned by a member of
society from family and other important institutions is known as -
a) Culture
b) Sub-culture
c) Attitude
d) None of the above
35. The total combines customer lifetime values of all of the company’s customers is called -
a) Product equity
b) Customer equity
c) Market equity
d) Both (a) and (c)
a) Differentiated pricing
b) Cost-plus pricing
c) Cost only pricing
d) None of the above
38. Human wants that are backed by buying power are called -
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a) Products
b) Demands
c) Markets
d) Both (a) and (c)
a) Extensive distribution
b) Inclusive distribution
c) Intensive distribution
d) None of the above