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Paper XXIII
Principles of Marketing

Ch. 1. Nature, Scope and Importance of Marketing

1. "Marketing is not merely a departmental function but a guiding philosophy for the whole
organization." (5.5 marks) [2007]

Ch. 2. Modern Marketing Concept

1. Discuss the stages in the evolution of modem marketing by giving suitable examples.
(7 marks) [2008]
2. Modern marketing is an integrated process of identification, assessment and satisfaction of
human wants. Comment. (7 marks) [2009]
3. Write short notes on
a. Product Concept
b. Selling Concept (5+5) [2009]
4. Distinguish between Marketing Concept and Selling Concept. Support your answer with
some Indian examples. (8 marks) [2010]

Ch. 3. Marketing Environment

1. Briefly explain the influence of socio-cultural factors on consumer behaviour. (5.5 marks)
[2007]
2. Explain what you understand by marketing environment of an organization. What kind of environmental
scanning is required for a new brand of mid-size automobile to be introduced in India? (5.5 marks)
[2007]
3. Explain how changes in the demographic and economic environment affect marketing
decisions. (7 marks) [2008]
4. Why a marketer should be sensitive to the environment under which it is operating? Discuss
how some recent changes in the Indian political-legal environment will have a bearing on
marketing decisions. (7 marks) [2010]

Ch. 4. Consumer Behaviour

1. What is consumer behaviour? Why there is always a need for marketer to study consumer behaviour?
(5.5 marks) [2007]
2. Why is it important for marketers to study the behaviour of their consumers? Also discuss the
impact of cultural factors on consumer behaviour. (8 marks) [2008]
3. Briefly explain the stages in the buying decision process. Do all consumers pass through all
stages in buying; say a shampoo or a personal computer. (7 marks) [2008]
4. How do social and cultural factors affect consumer behaviour? (8 marks) [2009]
5. In what manner do the economic and technological factors influence the demand for a
product or service? (7 marks) [2009]
6. Marketing involves satisfaction of consumer needs. Elucidate. (8 marks) [2010]
7. Briefly discuss the different stages through which a consumer goes through while buying a
consumer durable product, say a computer. (8 marks) [2010]

Ch. 5. Market Segmentation and Marketing Mix

1. Give reasons: Market segmentation helps the firm to get customer focused. (3 marks) [2007]
2. Differentiate between:
a. Product differentiation and Market segmentation

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b. Segment Marketing and Niche Marketing (2+3) [2007]
3. Why is it important to have a right marketing mix? Also discuss the elements of marketing mix
in brief. (8 marks) [2008]
4. "Market segmentation and product positioning are the basis for marketing planning and
strategy." Comment upon the statement explaining the different criteria for market
segmentation. (8 marks) [2008]
5. Distinguish between penetration pricing and skimming pricing. Which of the pricing policy you
will recommend for :
a. A new home security system
b. LCD TVs (8 marks) [2008]
6. Define Segmentation. Suggest suitable bases to segment market for the following products:
a. Footwear
b. Mobile phones
c. Airlines Travel (8 marks) [2009]
7. What is Marketing Mix? Briefly discuss it main components (7 marks) [2010]
8. What is meant by market segmentation? What should be the suitable basis for segmenting
the market for the following products:
a. Car
b. Cosmetics
c. Shoes (7 marks) [2010]

Ch. 6. Marketing Research and Marketing Info Sys
Ch. 7. Product Planning

1. Marketing definition of product is more than just what the manufacturer understands it. (4
marks) [2007]
2. Differentiate between:
a. Shopping goods and Speciality goods
b. Packaging and Labelling (2+2) [2007]
3. What is branding? What are the brand decisions a company must take before a product is
offered to the target market? (8 marks) [2008]
4. Define Product-Mix. What type of decisions needs to be taken by marketer regarding product-
mix? (8 marks) [2009]
5. Write short notes on
a. After sales service (5 marks) [2009]
6. a. What do you understand by product-mix? With the help of an example of a multi-product
company, explain Width, Length, Depth and Consistency of product mix. (8 marks)
b. With the growing similarity of products between the companies, after sales service
provides a cutting edge. Elaborate. (7 marks) [2010]


Ch. 8. New Product Development

1. Differentiate between:
a. Concept testing and market testing (2 marks) [2007]
2. New product failure is the most common phenomenon than success. (4 marks) [2007]
3. Discuss the steps in developing effective marketing communication for a new brand of medicinal
toothpaste targetted at people in higher age group. (5.5 marks) [2007]
4. Briefly discuss the steps that should be taken in planning and development of a new product.
(7 marks) [2008]
5. Explain the concept of Product Life Cycle (PLC). Suggest suitable marketing strategies to be
used in the maturity stage of the PLC.
(8 marks) [2008]
(7 marks) [2009]
(8 marks) [2010]
6. Distinguish between concept testing, product testing and test marketing. Also discuss why it
makes sense to go for test marketing, before launching a product. (8 marks) [2010]

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Ch. 9. Price Mix

1. What is pricing? Discuss the significance of pricing as a marketing mix tool. (5.5 marks) [2007]
2. What are the factors that influence the marketing decision about price of a product (5.5 marks) [2007]
(7 marks) [2008]
3. In what manner does the price policy of a product affect the other components of the
marketing mix? (8 marks) [2009]
4. Pricing methods of a firm may either be cost driven or market driven. Discuss. (8 marks)
[2009]
5. What is penetration pricing? How is it different from skimming pricing? In your opinion, which
of the two is a better strategy and why? (7 marks) [2010]
6.

Ch. 10. Channels of Distribution

1. (a.) Explain the importance of using intermediaries in the distribution channels. Discuss the strategies
for number of intermediaries available to marketers. (5.5 marks) [2007]
(b.) Write short notes on:
(i) Speciality stores;
(ii) Retail vending machines. (5.5 marks) [2007]
2. ''Retailing scenario in India is undergoing a constant change." Comment. (8 marks) [2008]
3. "Selection of distribution channels requires a compromise between cost and control." Discuss
the statement and explain the various factors affecting the choice of a particular channel. (7
marks) [2008]
4. Differentiate between Intensive Distribution and Selective Distribution. In what
circumstances will you use each of these alternatives? (7 marks) [2009]
5. What factors should be taken into account while planning the distribution network for a
product? (8 marks) [2010]


Ch. 11. Physical Distribution

1. Answer the following:
a. What are the major marketing logistics decisions? Briefly explain each one of them.
b. Retailers today are changing with marketing insights into their retailing operations.
Discuss the marketing decisions which a retailer needs to provide marketing insights.
(5.5, 5.5) [2007]
2. The retailing scenario in India is undergoing a constant flux and change. Discuss. (7 marks)
[2010]
3. Write short notes on:
a. Logistics of distribution (5 marks) [2010]


Ch. 12. Promotion Mix

1. Discuss the following for their role in promotion-mix:
(i) Product consideration;
(ii) Target market characteristics;
(iii) Push and pull strategy. (8 marks) [2008]
2. Discuss the importance and benefits of Push and Pull strategies. (7 marks) [2009]
3. What do you understand by promotion mix? A company wishes to launch new toothpaste.
What type of promotion strategy would you recommend and why? (7 marks) [2009]
4. What do you understand by communication mix (promotion mix)? Suggest the suitable
communication mix, with reasons, for the following products:

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a. A herbal shampoo
b. A sachet-packing machine (8 marks) [2010]


Ch. 13. Advertising

1. Do you think that advertising is an investment? Critically examine it. (8 marks) [2009]

Ch. 15. Sales Promotion

1. What are the advantages and disadvantages of sales promotion? Briefly explain price and non-price
promotions available to the marketer. (5.5 marks) [2007]
2. How does sales promotion complement advertising and personal selling? (7 marks) [2008]
3. Packaging is an important tool of sales promotion. Comment. (7 marks) [2009]


Ch. 16. Consumer Protection

1. Write short notes on: Indian scenario on consumer protection (5.5 marks) [2007]
2. "The present day marketing is customer driven." Explain this statement with the help of
suitable examples. (7 marks) [2008]
3. Write notes on: Rural Marketing (5 marks) [2008]
4. What remedies are available to a consumer in India under Consumer Protection Act, 1986?
Explain the role of State machinery in India under Consumer Protection Act, 1986 in providing
relief to the consumer. (8 marks) [2009]
5. What is the scenario in India as far as the Consumer Protection is concerned? Briefly discuss
the redressal machinery under Consumer Protection Act, 1986. (7 marks) [2010]



Ch. 17. Marketing of Services

1. Write short note on:
a. Services Marketing (5 marks) [2010]


Ch. 18. Rural Marketing

1. Write short notes on: Characteristics of rural markets (5.5 marks) [2007]
2. Write notes on: Rural Marketing (5 marks) [2008]
3. Rural markets are tomorrows markets in India. Do you think so? What are its implications for
the marketer? (8 marks) [2009]
4. The nature of rural markets in India poses different challenges. How should the marketing
strategies be adopted by an FMCG company, to make inroads in the rural market. (7 marks)
[2010]



Ch. 20. Recent Issues and Developments in Marketing

1. Write notes on:
a. Direct Marketing
b. Green Marketing
c. Relationship Marketing (5 marks) [2008]

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2. What is the relevance of Online Marketing in the modern era? How far it has been popular
and successful in India? (7 marks) [2009]
3. Write short notes on
a. Relationship Marketing
b. Marketing Ethics (5+5) [2009]
4. Write short notes on:
a. Online Marketing
b. Direct Marketing (5+5) [2010]