What is marketing?

Marketing is an organisation function. And a set of processes for creating,

communicating and delivering value to customers and for managing customer
relationship in a way that benefits the organisations and its stake holder.

Explain its core concepts.

Needs, wants and demands are the core concepts of marketing. These are basically
inter related to each other which means needs which could be individualistic, social or
physical arise due to a state of deprivation and have to be fulfilled for a basic human
survival. Some human needs shaped by cultural and individual experiences and
lifestyles take the form of wants. Ultimately demands are those sets of wants which are
backed by the power to buy and could be related to many needs & wants. Other related
concepts of marketing may include the Marketplace with exchange and the actual
transaction as its base.

Basic marketing

Basic marketing is the set of activities used to get your potential customer's attention.
After this one has to formulate the communication in a manner so as to motivate them to
buy. Thereafter the efforts are directed towards getting the customers to actually
purchase. And then the ultimate goal that is to get them to buy the product again and
again .This process on the whole is referred to as basic marketing.

Reactive marketing

Reactive marketing is the most widely used approach in marketing. Reactive marketing
is based on the concept of react ,which mean for example if a competitor company is
following certain marketing practices with good resultant output we do the same by slight
change in design or price and adopting the same marketing policies. The ease of
approach in reactive marketing is the very reason for its popularity. At times due to stiff
competition in the market a firm might have no choice but to follow it so as to survive in
the marketplace and make profits.

Accountable marketing

Accountable marketing works on the concept that all the targeted marketing
communications should be accounted for in terms of the result or output they generate.
In other words every act of communication should concentrate on a unique selling or a
benefit driven point related to the product which ultimately results in motivating the
customer and adding on to the brand image of a brand or the product on a whole.

Proactive marketing

Proactive marketing basically is an innovative form of marketing which is based on new

ideas in terms of the creative content used as well as the creativity involved in the
formation of marketing strategies. It definitely involves a lot more work but the end result
might be much better than other forms of marketing. Doing something new and different
in the market place to attract the attention of the consumer is the core aspect of
proactive marketing.

Partnership marketing

the customer is always looking for something more than what the actual benefits of a
product might be. Thus partnership marketing plays ball on the very fact to create
marketing communication and propositions for the customer which include value addition
of benefits to customer ,sourced and negotiated with a third partner. The benefit in this
form of enhanced propositions is that not only is it beneficial for the consumer and the
brand but also for the third partner by reducing costs of marketing communications.
Partnership marketing basically aims at adding more and more value to the benefits
derived by a customer.

What do you mean by marketing mix?

The term marketing mix is referred to the amalgamation and use of the four Ps of
marketing in a manner so as to attain the highest level of customer motivation to buy a
particular product or services. Price, place, product and promotion are elements which
constitute the four Ps of the marketing mix. Some commentators may increase the
marketing mix to the Five P's, to include people. Others may increase the mix to Seven
P's, to include physical evidence and process.

Explain its various components.

PRODUCT

Product is the bases for all the marketing activities undertaken because all the marketing
communications are aimed towards selling utmost quantities of the product .

PRICE
Price plays an important role in the success of a product or service. Not only is it a major
determining factor for the customer while buying a product but also plays a major part in
determining the image of a product in the mind of the customer. The seller has to also
keep in mind the profit element while deciding the price of a product. Thus a balance
between all the aspects has to be achieved to determine a balanced pricing strategy.

PLACE

To sell and buy a product or service a common place is required which is suitable for
both the customers as well as the sellers. The selection of a particular marketplace
suitable is very essential to match the product and brand image.

Promotion

Promotion is basically aimed towards creating an awareness in the market and the
customers mind about a particular product or service. Its cheaper than advertising and
can definitely be more credible .It helps strengthen the brand image and can be
extensively used for new product launch.

The holistic marketing concept is based on the development, design, and implementation of
marketing programs, processes, and activities that recognize their breadth and
interdependencies. Holistic marketing recognizes that everything matters in marketing and that a
broad, integrated perspective is often necessary.

Relationship Marketing a key goal of marketing is to develop deep, enduring relationships

with people and organizations that directly or indirectly affect the success of the firms marketing
activities. Relationship marketing aims to build mutually satisfying long-term relationships with
key constituents in order to earn and retain their business. Four key constituents for relationship
marketing are customers, employees, marketing partners (channels, suppliers, distributors,
dealers, agencies), and members of the financial community (shareholders, investors, analysts).

Integrated Marketing occurs when the marketer devises marketing activities and assembles
marketing programs to create, communicate, and deliver value for consumers such that the
whole is greater than the sum of its parts. Two key themes are that (1) many different marketing
activities can create, communicate, and deliver value and (2) marketers should design and
implement any one marketing activity with all other activities in mind.

Internal Marketing an element of marketing, is the task of hiring, training, and motivating able
employees who want to serve customers well. It ensures that everyone in the organization
embraces appropriate marketing principles, especially senior management.
Performance Marketing requires understanding the financial and nonfinancial returns to
business and society from marketing activities and programs. Smart marketers go beyond sales
revenue to examine the marketing scorecard and interpret what is happening to market share,
customer loss rate, customer satisfaction, product quality, and other measures. They also
consider the legal, ethical, social and environmental effects of marketing activities and
programs.

marketing sales

defination Marketing is the A sale a transaction

systematic planning, between two parties
implementation and where the buyer receives
control of business goods (tangible or
activities to bring together intangible), services
buyers and sellers. and/or assets in
exchange for money. 2)
An agreement between a
buyer and seller on the
price of a security

approach Broader range of Make customer demand

activities to sell match the products the
product/service, client company currently offers
relationship etc.;
determine future needs
and has a strategy in
place to meet those
needs for the long term
relationship.

foccus Overall picture to Fulfill sales

promote, distribute, price volume objectives
products/services; fulfill
customer's wants and
needs through products
and/or services the
company can offer.

http://www.diffen.com/difference/Marketing_vs_Sales

Customer delivered value

The term marketing does not revolve around fulfilling the needs of a consumer alone but
also includes the value that the consumer is deriving from the use of the said product or
service. This value is arrived at by subtracting what the product cost a consumer(total
customer cost) from the benefits derived by him from the product (Total customer value).

Total customer value

The sum total of all the benefits (Product value ,service value, personnel value, Image
value) that a customer derives from a product or a service is termed as the total
customer value . In other words these are the benefits that the vendor or seller provides
in return of the associated payments received from a customer.

Total customer cost

The total cost incurred by a customer in the process of evaluating what he wants to buy,
buying a product, using it and ultimately disposing it of is termed as total customer cost.
(monetary, time, energy, psychic).

What is buying behavior?

The decision making process which involves the period before, during and after buying
or purchasing a product is referred to as the buying behavior of a customer. The buying
behavior of the targeted customer has to be analyzed before the formation of any
marketing strategy aimed to achieve the targeted sells in the market. Since each
targeted segment or market might have a different kind of a buying behavior hence a
different kind of approach is needed to reach them.

What are the various buying behaviors exhibited by the

customers?
Routine Response - There are some products in the market which are purchased by
the customer almost without much thought such as bread, butter, milk etc. There is a
very low amount of involvement by the customer while purchasing these products. The
human mind gets programmed in a certain manner when it comes to purchase of such
products hence it is done without any prior thought or evaluation.

Limited Decision Making - There are certain products which are brought occasionally
hence we require some time to gather the information to make a decision. Due to the
lack of knowledge of the product segment in advance it requires limited decision making
on the part of the customer.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or

infrequently bought products.

Impulsive buying - At certain times we just come across a product and buy it
impulsively without any kind of prior planning, evaluation or thought.

What are the major factors influencing buying behavior?

The factors influencing buying behaviour can be categorized into:

a. Personal factors,
b. Psychological factors
c. Social factors.

Personal factors can be related to the persons age, sex , race, religion, occupation,
educational qualifications, level of authority etc.

Psychological factors refer to motives related to the satisfying of needs and wants which
can either arise out of deprivation or for instant social status.

Social factors refer to the physiological and social level of hierarchy in the society the
consumer belongs to, which determine his motives of purchasing a product.

What are the stages of buying decision process?

Stages of buying decision process:

Problem Recognition - This stage refers to recognizing a need or a want that has to be
satisfied.

Information search - This stage refers to the part of the decision process where in the
consumer searches information from different sources about the product he needs to
buy. A successful information search leaves a buyer with possible alternatives.

Evaluation of Alternatives - In this stage the consumer evaluates the alternatives he

has come across in the prior stage.

Purchase decision - This is a crucial stage where in the consumer decides on a

alternative and proceeds further about when to buy and the mode of purchase.

Purchase - This stage refers to the actual purchase made by the consumer depending
on the mode, payment conditions and the product availability.
Post-Purchase Evaluation - This stage will decide if the consumer will purchase the
same product again or if he is satisfied with the applications of the product in relation to
his needs. This can be improved by warranties, after sales services.

Explain Business market and Consumer market

a.)Business market

Business market in simple words is business to business market where in the products
or services of a particular organization are sold to or purchased by other organization or
business. It also happens in support industries where the products that are
manufactured are components required to be assembled into the products or services
offered by some other business organization.

b.) Consumer market

Consumer market refers to a market where in the seller sells the product for a primary
reason of making profits while buyer buys the products for personal use.

What are the major differences between the two?

In consumer market the purchase might even be made when the products are not
required in day to day activities. But in business market the business has to buy to stay
profitable.

The business buyer is sophisticated in terms of the process involved in buying, decision
making while on the other hand the consumer in the consumer market might not be as
sophisticated

The business buyer is an information-seeker, constantly on the lookout for information

and advice. On the other hand the consumer only searches information when he
requires to make a decision.

Packaging is important in consumer market while its non existent in the business market.

Expert advice is taken while making purchases in the business market as against the
consumer market.

Consumer market product are simplistic while business products are complicated.
Who are the major participants in business buying process?
The major participants in business buying process are

Initiators-are the ones who initiate or recognize the need of a particular product
requirement in the organization for enhancement or to combat depravation.

Users-are the ones who are going to use the product or require it for the smooth
functioning of their operations.

Influencers --Influencers can be of different levels and the decisions that they influence
might differ from person to person or post to post. These are basically the people who
will influence the decision of which product to buy from where and what suitable price to
buy it in.

Deciders - they decide or have the authority to decide whether to buy a certain product
or not.

Approvers-they approve the deciders decision to by usually these people are authorized
to do so.

Buyers--They are the once who make the actually purchases from other business.

a.) Pure monopoly

Monopoly is a market situation in which there is only one seller of a product with
barriers to entry of others. The product has no close substitutes. He is a price
maker who can set the price to his maximum advantage. This may occur because
the firm has a patent on a product or a license from the government to be a
monopoly .Pure monopoly occurs when the producer is so powerful that he is
always able to take the whole of all consumers income whatever the level of his
output is.

b) Oligopoly

Oligopoly is a market situation in which there are a few firms selling

homogeneous or differentiated products. It is difficult to pinpoint the number of
firms in the oligopolist market. There may be three or five firms. It is also known
as competition among the few. With only a few firms in the market the action of
one firm is likely to affect the others. An oligopoly industry may produce either
homogenous or heterogeneous products.
 c.) Monopolistic competition

Monopolistic competition refers to a market situation where there are many firms
selling a differentiated product. There is competition which is keen, though not
perfect, among many firms making very similar products. No firm can have any
perceptible influence on the price output policies of the other sellers nor can it be
influenced much by their actions. Thus monopolistic competition refers to
competition among a large number of sellers producing close but not perfect
substitutes for each other.

d.) Pure Competition

In pure competition the number of buyers and sellers is very large. There is a
perfect competition among them. Price is determined for the entire industry by the
forces of demand and supply. All firms have to sell their product at that price. No
firm can influence price by a single action. Thus every firm is a price taker and a
quality adjuster.

What are the qualities of useful market segments?

b.) A market segment must have the following qualities;

Segments must have enough profit potential to justify developing and maintaining
Consumer must have heterogeneous needs for the product
Segmented consumer needs must be homogeneous
Company must be able to reach a segment with its planned efforts. Must be able
to measure characteristics & needs of consumers to establish groups.

.) Product differentiation/ Services Differentiation

-Modify the objective properties of the products or services.

-Linking the sales and service function.
-Be the first to introduce a new product
-Physical location of a firm
-Mix of products or services sold
-Competitors linkage
-Maintain and improve its reputation
-Customization
-Sophistication of the product
-Marketing tools used
-After sales services offered
 b.) Personnel Differentiation

-Should have good skills and knowledge

-Should be courteous
-Should always be consistent and accurate
-Should be trustworthy for the end consumer
-Should be quick in responses
-Should make effort to understand and communicate

c.) Image differentiation

-The identity should be well differentiated from the image

-Precise aim to identify itself to its customers.
-Perception of the firm in the minds of the consumer.

What is PLC? Explain the stages of PLC?

Product life cycle refers to the presence of the product in the marketplace with
respect to the ups and down in its business costs and sales activities. Products
usually have a limited life and they pass through distinct stages, each posing
different challenges, opportunities, and problems to the seller. Products require
different strategies in each life cycle stage.

The different stages in a product life cycle are:

Introduction stage-This stage refers to the period when the product has been
introduced in the marketplace targeted to a specific or wide segments. Due to
less demand at this stage the costs are high and the sales volume are low as also
the competition is quite less in the market. Demand has to be created so that
customers are inclined towards trying the product.

Growth stage- This stage refers to the period when the product has caught the
market and the demand for it is steadily growing. During this stage the costs are
reduced due to higher sales volumes as also the competition starts to begin with
newer players. Prices are aimed to increase the market share along with
profitability being high.

Maturation stage- This stage refers to the period when the product is well
established and there is no need for publicity. During this period the costs are low
and sales volume peaks with increase in competition .Prices tend to drop and
industrial profit go down.
 Decline stage: During this stage the product is on a decline in the market. Costs
become counter-optimal and sales volume decline or stabilize. While profit
becomes more a challenge of production/distribution efficiency than increased
sales.

What are the common patterns observed in PLC?

The most important patterns observed in product life-cycles are:

- Even under normal conditions, patterns often cant be determined.

- In most markets the majority of the major brands hold positions for at least two
decades.
- PLC of the brand leaders which monopolize many markets (around the globe),
is usually continuous.
- PLC is a dependent variable which is automated by market scenarios.
- PLC is not an independent variable to be considered while creating marketing
plans.
- Marketing tools can easily alter the duration of a product life cycle.

What is a product?
Product refers to the bundle of tangible and intangible attributes that a seller offers to a
buyer in return of a particular predefined amount of payment in a particular mode.
Goods, ideas, methods, information, objects, services, etc., whose output serves as a
need or want satisfier.

Explain width, length and depth of a product mix.

Product mix usually refers to the length (the number of products in the product
line), breadth (the number of product lines that a company offers), depth (the
different varieties of product in the product line), and consistency (the relationship
between products in their final destination) of product lines.

What is a brand? Explain importance of brand

management - brand management

What is a brand and what is the importance of brand management?

A brand is the set of product or service attributes imbibed in the consumers mind in the form of a name
symbol, logo, design and trademark. The importance of brand management is:

- Product differentiation from competitors

- Building corporate image
- Creating bundle of benefits for different product categories
- Attract and retain the most loyal customers

What is brand positioning? Explain basis for positioning a

brand
Brand positioning is a process in which marketers would like to occupy the rational space
in the minds of the target customers against competition.

The following are the basis for positioning a brand:

- Target audience
- Frame of reference
- Point of differentiation
- Reasons.

What are the components of Brand Positioning?

The components of brand positioning are :

- Target audience
- Category/Industry/Market
- Unique selling proposition.

What are the main responsibilities of a Brand Manager?

The major responsibilities of a brand manager are:

- To oversee the overall performance of the brand and will be a single point of contact for
overall profitability of the brand on a whole.
- To involve from budgeting to product development inclusive of pricing, packaging,
promotion to enhance brand image of the company
- To design market research studies with MR agencies and utilize the results to take
better business decisions regarding market assessment of the companys products
- To be involved with ad agencies to coordinate advertising, event management and
marketing communication activities
- And also, be familiar to handle overseas operations and willing to travel overseas in
short notice.

What do you feel is the potential for Brand Management?

The potential for brand management will help the company to promote its image in the
society, differentiate its offerings from competitors, devise marketing communication
activities, protect its product features legally etc

Assume you are a brand, describe your strengths and

weaknesses
My strengths are good communication, analytical and client servicing skills and flexibility
to any kind of environment.

My weakness is diversified concentration.

I position as a brand by means of catering to the mass market (Flexibility) with

assortment of product categories (diversified concentration) across
geographies(flexibility) with high quality product standards to the consumers.

Define - Communication, Mass communication, Mass Media,

Culture
Communication - It refers to a message which has been originated from a source
/sender who send or rather encodes the data which is then received by and decoded by
the target/receiver. In simple words it is the process by which humans send and receive
information amongst each other.

Mass communication - Refers to the message sent by a person or a group to a large

anonymous audience through a specialized medium or a transmitting device.

Mass Media - Refers to a particular specialized part of the media which is designed to
reach a fairly large number of target audiences. Mass media in other words is the
medium by which mass communication takes place.
Culture- Refers to the totality of socially transmitted behavior patterns, arts, beliefs,
institutions, and all other products of human work and thought.

What are the various elements of mass communication?

The elements of mass communication are:

- Public who has to be communicated with

- Media(Medium) which is the means of communication
- Message because of which the process has been created
- Sender of the message
- Marketing, advertising, Public relations extra can be termed as the sub elements of
mass communication.

What are the various media used for mass communication?

- Print-Newspapers and magazines
- Audio visual- television, radio, films
- Mobile phones
- Video games
- Internet media- Blogs, Message boards, Personal web pages, Pod casts, Video hosting
services, social networking sites.

What is the importance of mass communication for a

company?
A company is usually engaged in the process of creating and then selling products or
services to earn profits. But this can only be achieved when mass production and then
mass distribution accompanied by mass consumption by the public in general takes
place. So in simple terms mass communication helps the company to communicate on a
large level with large chunk of public to induce them to consume the product.

Explain: Direct effects theory, Two-step flow theory, Agenda

setting theory, Attitude change theory, Uses and gratifications
theory
a.)Direct effects theory

The direct effect theory of communications says that a message is directly received and
completely accepted by the receiver. The "Direct effect theory" implies that mass media
always has a direct, immediate and powerful effect on their audiences. The mass media
in specific is perceived as a powerful influence on culture.

b.) Two-step flow theory

The two-step flow theory stresses on human agency which means mass media
information is channeled to the "masses" through opinion leadership. The people with
most access to media, higher understanding of media content, explain and intercept the
content to the public. Diffusion of innovations is the product of the two step flow theory.

c.) Agenda setting theory

The agenda-setting theory refers to the fact that media has a very large effect on
peoples perception and mind. Agenda-setting theorys core concept says that mass
media can transfer important items on their mass agendas to the publics mind and
priority.

d.) Attitude change theory

The attitude-change theory suggests that attitudes being functions of cognitive, affective
and conative components are a part of brains associative networks that consist of
affective and cognitive nodes linked through associative pathways. These nodes contain
affective, cognitive, and behavioral components that can be altered by the activation of a
single node. Thus, by activating an affective or emotional node, attitude change may be
possible. So the attitude change theory suggests that targeting these emotions can help
the media or the sender to actually change the attitude of general public and create a
brand new dimension in terms of consumer perception

e.) Uses and gratifications theory

Uses and gratifications theory refers to the idea that people use the media to get specific
gratifications. This is in opposition to the direct effect theory which says that people have
no control over how the media influences them and brings about a change in them. The
main idea of the Uses and Gratifications is that people are not helpless victims of all
powerful media, but use media to fulfill their various needs.

Explain the differences between mass communication and

personal communication.
The most basic difference between mass communication and personal communication is
the size of the audience and the source of the message. By which we mean that in
personal communication the sender as well as the receiver is a person while in mass
communication the sender as well as the receiver maybe a person ,a group or a huge
chunk of population of a country.

The other important difference between them is the reason why the message actually
originated and the conditions under which it is been communicated. For instance in
personal communication the expression of certain emotions could be a reason while in
mass communication it might be to induce the audience of the message to buy or try a
product or service.

The tools or rather the medium in both are also different, mass communication will have
print, audio visual, internet etc. but personal communication will have mobile, mail or
internet as a tool to communicate.

How does mass communication affect culture?

Culture refers to the attributes such as lifestyle, habits and moral ethics that a population
in a specific place might adhere to, as the way of life. Its ever changing and is subject to
influences, this is where the mass communication can have an effect on the cultural
ethos of a society.

Communicating on a mass level gives the sender of a message the power to alter
certain things or introduce new things that might affect the cultural dynamics of a society,
and it cant happen in isolation. Every individual part of that culture is subject to the
ramification. For instance coffee and coffee shops have never been a part of the Indian
culture but today due to the idea been promoted in every medium of mass
communication it has almost become a part of it. This example demonstrates how
culture is affected by mass communication and ultimately altered

a.) Media Literacy

Media literacy refers to the act of creating a message in all the available media. It
uses an inquiry-based mode of process encouraging questions about what the
target audience wants in terms of what they watch, see, and read. Media literacy
facilitates an understanding as to the strengths and limitations of each medium
and to create new ones.

b.) Media as place of ideas

Media as place of ideas is a metaphor to help think of ideas in a medium as

 products or services that are produced, imported and shared by community
members. Ideas have value and cost which can be registered and protected in
the form of patents, trademarks and copyrights. Ideas also have opportunity,
distribution and production costs.

c.) Media Convergence

Media convergence refers to many products coming together to form one. In

media convergence old and new media merge in such a way that there is a
balance of power between media producers and media consumers and ultimately
results into a brand new scenario of operations.

d.) Media Consolidation.

Media consolidation refers to the majority of the media means owned by a few
media conglomerates who view this as detrimental and characterized ownership
structure of mass media. Media ownership may refer to monopoly in a given
media. Times group in India is a example of a media conglomerate.

What do you think are the main responsibilities of a mass

communication professional?
The responsibilities of a mass communication professional are as follows

- He has to understand the message of the sender and execute it effectively to

have the desired results.
- He has to understand the receiver and his psychology well, to design a
message to suit his taste
- He has to come up with the best possible medium that is required to transfer the
message
- He has to analyze the after effect of the message and alter it to suit the target
better
- These are some of his basic responsibilities which might change by means of
the level or sector of media he works.

What is advertising?
Advertising is defined as a paid form of communication that reaches the target audience
through mass media to provide product/service and brand related information.
How would you design and promote an advertising
campaign?
An advertisement campaign must comprise of the following:

- A solid marketing plan

- Advertising budget
- Media buying and planning
- Choosing the right target audience
- Selection of relevant advertising medium
- Consistency in campaign theme and
- Frequency.

What are the various media available for advertising today?

Which of them is most successful in your opinion and why?
-Media Advertising (TV, radio, newspapers, magazines)
- Direct Response Advertising
- Interactive (on-line) Advertising & Web Sites
- Outdoor Advertising (billboards, posters, cinema)
- Point-of-Purchase Advertising
- Trade Promotions
- Consumer Promotions
- Sponsorship of Event Marketing
- Publicity or Public Relations
- Media Advertising (TV, radio, newspaper, magazines)
- Trade Journal Advertising
- Interactive (on-line) Advertising & Web Sites
- Directories
- Direct Mail
- Brochures & Sales Literature
- Audio-Visual Presentation Tapes
- Giveaways
- Sponsorship or Event Marketing
- Exhibitions, Trade Shows, Conventions
- Publicity or Public Relations.

What are the various ways to measure the effectiveness of an

advertising campaign?
The main purpose in measuring the effectiveness of any advertising campaigns is to
evaluate its effect on the sales and also brand recall factor. The mathematical equation
for measuring the effectiveness of an advertising campaign is:

Advertising campaign effectiveness = Revenue + Return on investment (ROI)

There are various ways to measure the effectiveness of advertising campaigns:

- Conducting a survey after the campaign ends

- Proportionate increase in the sales of that particular product/service
- More customers calling to a toll-free and prescribed lines
- Redemption of coupons and vouchers
- Increased footfalls in the store to purchase product/service
- Increased click on the companys website.

What qualities does a person need to be successful in the

field of advertising?
The following are the qualities required to be successful in the field of advertising:

- Creativity
- Strategic focus
- Knowledge and expertise in the field of advertising
- Holding a relevant qualification in the field of advertising
- Market research orientation
- People skills etc.

How would you choose the best media to promote your

advertisement?
It depends on the following factors:

- Reach
- Geographical spread
- Nature of target audience/clusters
- Previous successful track records
- Low budget; high returns etc.

How effective is online advertising? Which type of products

should be advertised online?
Today, internet plays a pivotal role in both B2B and B2C space. Internet advertising helps
the company to reach a large target audience in a small budget and also is easily
measurable. Its highly effective in creating and increasing brand awareness on a whole
for any product/service. The following are the various ways to measure the effectiveness
of online advertising:

- Download of brochures/contact forms

- Completing a transaction on Shopping cart section of the website
- Subscription to newsletter/webinars
- Online enquiry about the product/service through companys email address
- Google analytics
- Web analytics.

What factors would you consider to decide the target

audience of your Ad?
The following are the factors to be considered before deciding the target audience for
any advertisements:

- Age
- Working class(professionals)
- Non working class(Retired/Home makers)
- Socio economic status
- Region specific
- Religion/community
- Buying capacity etc.

Deceptive Ad

Deceptive advertising is also known as False Advertising. It is one form of advertising

that will equip consumers with false and misleading information.

Unfair Ad

When there is an occurrence of public policy and consumer rights violation in an

advertising message, then it is coined as Unfair advertising. Unfair advertising is very
dangerous to consumers that involve legal binding.
 What would you do if you run out of ideas for a
new Ad? - Advertising

What would you do if you run out of ideas for a new Ad?
I would do the following if I run out of ideas for a new ad:

- Word of mouth marketing

- Direct marketing
- Public opinions survey
- Trade show/exhibition promotion etc.

What are the major logistics functions?

The major logistics function are:

a. Warehousing : Under this goods are stored after manufacturing till the time they are required for
consumption.

b. Inventory management: Goods like raw materials which are required for day to day operations of the
business also need to be properly stored and kept track of.

c. Transportation : Goods need to be transported from one place to another. They may have to be shipped from
supplier location to factory and thereafter from factory to customer.

What does the wholesaler do?

The functions of the wholesaler include:

a.Selling: via their large network of retailers.

b.Bulk Breaking : Buying the product in large quantities and selling them to retailers in smaller quantitites.

c.Warehousing: Looking after the storage of the goods.

d.Transportation: The wholesaler may enter into agreements with the company to transport their goods to the
retailers.

e.Credit and risk taking: They undertake the risk of providing credit to retailers.

What is meant by marketing channels?

Once goods are manufactured, they must be transferred from their place of manufacturing(factory) to the end
consumer otherwise the goods would remain idle. Marketing channels give movement to such goods and help
them in reaching the right consumer at the right time and place.They can also be called the media or vehicle
through which goods reach the target market and to the end consumer. These comprise of the various
intermediaries like wholesalers, retailers, agents etc. Eg. Big Bazaar , has huge retail stores all over the nation
selling household goods, garments etc for various brands.

Do all companies use marketing channels?

Not necessarily all companies use marketing channels.There are some that directly
market their products to consumers. Eg. Dell computers ask its customers to directly
login to their website , get their product configured and order the same on the internet.
We also see that in case of industrial goods like raw materials, metal pieces, rods, bricks
etc, goods are sold directly to the consumer which in this case is the industry itself, so
there are no specific channels involved. Even in case of perishable goods like fruits,
vegetables etc which are like to expire within a short span of time , they are directly
brought in to the local markets from village farms without any channels of distribution as
such.

What role does the marketing channel really play?

a.Promotes communication : Information regarding the products is disseminated to the

customers via the marketing intermediaries.

b.Information provider: cutomers can provide their feedback on the product to the
wholesalers and retailers who in turn provide the same to the manufacturers.
c.Physical distribution: Goods are transported and stored in the respective warehouses
or godowns

d.Fosters relationship management: The intermediaries can identify the requirements of

the customers and try to match the same with what he is supplying to them, thus
enabling customer satisfaction.

Comment on the retail sector of today in India.

There has been a significant growth in the retail sector since the past few years.This has
been mainly due to factors like improvement in the standard of living of the people in
India, increasing availability of international brands in the Indian market, easy access to
credit facilities by banks, betterment of the infrastructure at large and increasing
investment in technology as well as real estate. Today, the Indian Retail Market is the
fifth largest in the world and is estimated to grow from US$330billion in 2007 to US$637
billion by the year2015, as per industry estimates.

What are the factors to be considered before deciding upon

setting up a channel?

a.Understanding the customer profile : the tastes,preferences, habits of the customers

may differ from person to person.

b.Determining the objective as to who would be the target market, whether the company
wants to go for cost minimisation or not etc.

c.Type of channel members :Who all would be involved? Wholesalers, retailers?

d.The criteria on which the channel members would be evaluated and selected.

e.How many intermediaries will be involved in the overall distribution?

On what criteria can channel members be evaluated for their

proper selection?

The SCPCA method can be used to evaluate channel members.

a.Sales (S): How much sales each channel member can give within a cetain time frame

b.Cost(C):How much cost would be incurred for each channel?

c.Profitability(P):Which channel can give better profitability to the company?

d.Control(C): Whether company can have better control over its channel members or
not.

e.Adaptability (A): Whether the channel alternatives are flexible enough to any changes
or not. The channel meeting the objectives of the company is selected.

How are the channel members managed and motivated, once

they are selected?

These days channel members are being accepted by companies as their partners. The
intermediaries are even being asked to integrate their business with the companies
which results in lesser costs, greater efficiency and improved customer service.
Corporates like Airtel are adopting PRM (Partner relationship management) software to
give that added advantage to their supply chain. They organise rewards and recognition
programs for their channel partners and also organise proper channels though which
partners can vent any of their grievances relating to payments, violation of codes etc.

What is Supply chain Management? Give an example.

Supply chain management related to the flow of goods, information and fund from the
supplier to consumer. Basically it is the way in which the goods pass on from the factory
to the indtermediaries and then to the ultimate consumer.Eg. Bharti Airtels supply chain
management has a central core team comprising of supply chain subject matter experts
as well as execution teams which operate under different business divisions nationwide.
Bharti Airtel realised the importance of having competent partners for its better business
prospects due to which its supply chain function enabled maximisation of mutual growth
opportunities .

What are the major logistics functions?

The major logistics function are:

a. Warehousing : Under this goods are stored after manufacturing till the time they are
required for consumption.

b. Inventory management: Goods like raw materials which are required for day to day
operations of the business also need to be properly stored and kept track of.

c. Transportation : Goods need to be transported from one place to another. They may
have to be shipped from supplier location to factory and thereafter from factory to
customer.

What are the different types of pricing strategies for a firm?

i)Predatory pricing : this is followed to eliminate any other competitors in the market.

ii)Premium pricing: where the price is kept high as in case of designer items so as it
increase the reputation of the product and retain its goodwill

iii)Cost plus pricing : here the firm simply adds its estimated profit to the cost to fix its
selling price.

iv)Skimming : Skimming is a pricing strategy adopted by firms under which goods are
sold at high prices to capture their market value.

v)Price discrimination: this is practiced according to different classes of people which

maybe as per their age,sex,occupation etc. Eg.higher price maybe charged for higher
income group for the same product which maybe charged at a lower price for lower
income group.

Explain skimming as a pricing strategy with examples.

Skimming is a pricing strategy adopted by firms under which goods are sold at high
prices to capture their market value. Example electronic goods like LCD TV . The
purpose of such strategy is to mint higher profits within the short run period in order to
recover the costs incurred in product researching ,manufacturing, marketing etc as such
costs associated with the product are high. However this strategy carries with it the risk
of acceptance of the product in the market as other competitors may tend to lower their
price range of the same product thereby forfeiting a large part of the market share.
Give an example of any firm that has implemented pricing
strategy during the launch of a new product in the market and
answer the following related to it:

a. Which type of pricing strategy did the firm use and

why?

Nokia used the skimming price strategy when it introduced the 1100 handset in the
Indian market priced at Rs.5200. This was done in order to regain its R & D and
promotion cost. As the sales gained momentum, the price of the product was lowered
down to Rs.3800 in the market.

b. Was it successful in the market or not? Give reasons.

Yes it gained huge success in the market. Apart from the pricing strategy, Nokias
promotional strategy was also well implemented on account of its widespread advertising
using celebrity endorsements which added to its popularity in the market.

How do buyers respond to price changes?

Depending upon the increase or decrease in price rates, buyers may respond
accordingly. Some buyers may assume that quality of the product may have reduced to
to reduction in price or that the company may not be selling the product as per
expectations. The other assumption that buyers may make is that prices may go down in
the future and so may delay purchase. On the other hand increased price may lead to a
decrease in demand as the product may be more costly for the consumers who may
switch to another seller offering similar products at lower prices.

How do sellers respond to price changes of their

competitors?
In the light of competition, it may be seen that competitors may initiate price changes. If
the cutting off on prices does not affect the company, then the current pricing strategy
itself can be continued to maintain the profitability of the company. However if the price
change on one firm is affecting the other, then it can:

a.reduce the product price at par with competitors price or below competitors price

or

b. Provide added advantage to the existing product like better quality, or a buy one get
one free offer.

or

c.Provide better quality of the product at a higher price thereby not being at par with the
competitors.

What is monopoly? Explain with an example.

A monopolistic market is one which is characterised by the presence of only a single

seller which may happen on account of certain market barriers like regulatory, technical
or economic barriers. The monopolist can fix the price rate at his discretion as there are
no other competitors. Eg. The Indian Railways in India has been exercising monopoly
over the railway industry.This type of market is generally seen to be controlled by the
government and is a prominent feature of the socialist economy which prevailed a while
ago in USSR and the Middle-East.

What is Oligopoly? Give some examples of oligopolistic

markets.

In an oligopolistic market, a few suppliers control the market by not allowing any new
entrants to the market. A change in price by one supplier in the market will generate
instant response by the other supplier who will also tend to change his price. So in this
market, there is a high level of dependency amongst suppliers on one another. Examples
of such markets maybe the automobile manufacturers or pharmaceutical industry which
are generally price sensitive by nature.
What are the factors to be kept in mind while designing the
pricing strategy for a firm?

We need to analyse factors like:

1. Who is the target market?

2. Whether the product has been doing well in the market or not.
3. Time frame- whether I intend to earn profits in the short run or long run.
4. Which category the product belongs to? (necessity,comfort or luxury)
5. What pricing strategy the rival firms are using?

So to analyse these factors an indepth market research maybe required before

designing the pricing strategy

Enumerate the steps involved in designing a pricing strategy

for a business firm.

i. Determining the objective of price determination.

ii. Determing the level of demand for the product.
iii.Estimating the costs.
iv. Analysing competitors cost.
v.Determing what pricing method to use
vi.Select the price

How are the other Ps of marketing related to the pricing

program of a firm?

Product certainly influences the price level,higher the product quality is high, higher the
company would price it and vice versa. Again a new product requires widespread
promotion which leads to higher promotion costs and higher price. Supply chain
management also becomes crucial in the price determination. A well integrated supply
chain in an organisation ensures an edge which it can enjoy over the others.

Who generally designs the pricing strategies and programs

for a firm?
Depending upon the size of a firm,the pricing strategies and programs for a firm are
generally designed by the marketing manager in consultation with the top level
management consisting of the CEO or MD and Board of Directors at the board
meeting.In small size firms, the organisation may hire an external consultant to design
the pricing strategy for a firm. The external consultant analyses the history and current
business of the firm and then accordingly advises the proprietor of the firm as to what
should be the pricing strategy and how it is to be implemented.

Are the pricing strategies of a firm long term or short term

based? Explain.

Depending upon the volume of profits that a company has targeted,its pricing strategy
maybe short or long term based. Where a company has invested heavily on research
and development of the product and its promotion, short term pricing strategy may be
followed initially in order to recover the cost of investment speedily, thereafter it may
convert its pricing strategy to a long term one to sustain its business operations. For
example a product may be sold at premium price initially and gradually its price maybe
lowered once it has captured sufficient market demand.

What is promotion (in marketing) according to you?

There is an Indian saying , Jo dikhta hai, wo bikta hai. (What is seen is what sells). In
todays fast moving world of glitz and glamour, products have become the face of the
company. The brand image of a company that it carries with it depends largely upon the
kind of product or service the company is dealing with. A good enough product with the
best distribution channels and affordable prices may still fail to capture the market if it
has not been well or clearly communicated to the target customers. Promotion is
communicating about our products or service to the masses. It is one of the essential
elements of the marketing mix without which gives that face or impression to the people
at large about that company brand.

What does the promotion mix comprise of?

The promotion mix is a combination of advertising, sales promotion,public relation,

personal selling and direct marketing which a company uses to promote its products. So
it becomes an important task for the marketer to properly list out the promotion mix
strategies and its benefits. It is like the ingredients that go into the making of any
particular dish. The quality of the dish depends upon the way in which the ingredients
have been used and mixed. Similarly, an organization must have an ideal promotion mix
by which it should be able to promote its products to the masses.

What are the objectives of promotion?

a. Awareness: particularly when a product is new to the market, it must be known to the
consumers that such a product exists in the market. Promotion helps there.

b.Knowledge: one gets to know the advantages of the product via promotion.

c.Liking and desire: even those who may not have a desire for the product, promotion
helps to create that desire and liking for the product by using strategies like celebrity
endorsements etc.

d.Purchase: by promoting affordably priced products, the marketer can easily attract a
large number of customers who would prefer such products over high priced ones.

What is publicity?What is the difference between promotion

and publicity?

Publicity is about getting others to know more about your organization and its business.
Its objective is to gain more name and fame in the public.

Promotion is much more vast in scope as compared to publicity which is just one aspect
of promotion. There are other areas in promotion apart from publicity, which includes
advertising, sales promotion,public relation, personal selling and direct marketing as
well.

Eg. If a film is to be promoted, film producers would use all of these tools both before
and after its release and for publicizing it, it would use publicity stunts much before the
film gets released.

Do you know about IMC in promotions?

Yes. IMC or integrated marketing communication is the buzzword these days. Under this
concept, all the elements of marketing communication are made to work together in
order to achieve sales maximization as well as cost effectiveness of a product. All the
elements including advertising, sales promotion,public relation, personal selling and
direct marketing are integrated in such a way that they do not work at all in isolation,
thereby contributing to a common goal. With the advent of specialized media vehicles,
internet marketing and retailer dominated market, IMC has gained immense popularity
among the corporate.

Do you know about IMC in promotions?

Yes. IMC or integrated marketing communication is the buzzword these days. Under this
concept, all the elements of marketing communication are made to work together in
order to achieve sales maximization as well as cost effectiveness of a product. All the
elements including advertising, sales promotion,public relation, personal selling and
direct marketing are integrated in such a way that they do not work at all in isolation,
thereby contributing to a common goal. With the advent of specialized media vehicles,
internet marketing and retailer dominated market, IMC has gained immense popularity
among the corporate.

Hmm. but what about the budget? We want our

promotional campaigns to be cost effective enough. I dont
think we can afford celebrity endorsements as of now!

No problem. We can use network marketing as an alternative. The company already has
its strong network of customers who can spread the word about its products. They can
encourage referral rewards for say every three customers who will buy our product or
avail our service.

We can also announce a contest for the customers to buy the product and win a chance
to get himself broadcasted for the product advertisement. We can ask them to send in
their photo along with the contest application form which they get alongwith the product
they buy. So we dont have to pay them as we would otherwise have to pay to a celebrity.

What is the difference between a marketing mix and a

promotional mix?

A marketing mix and a promotional mix does have some differences, both being highly
crucial for the success of a business. Marketing is very essential for the growth and
continuity of business operations. It helps in creating new customers and retaining the
existing ones to keep the business ongoing. Marketing focuses on all the elements of the
marketing mix viz product, price, place and promotion while promotion focuses more on
the customer- how to reach a product to its customers and how to sell it to them
ultimately.

How or on what basis is the profile of the target customer

prepared?

It may be prepared on the following criteria:

a.Type of customer: whether individual or group.

b. Income : whether he belongs to the upper class, upper middle class, lower middle
class or lower class.

c. Media exposure : print media like newspapers, magazines, journals or audio visual
like TV, radio, street hoardings etc.

d.Occupation : whether he is into service or business.

What is direct marketing? Give some examples.

In direct marketing, there is a direct interaction of the customers with the seller without
any intermediaries. Here, the role of the intermediaries is nil. The medium used is more
direct using telephone, mail, internet where the seller can directly reach out to the
consumer. Examples of such marketing include telemarketing, email, voicemail
marketing, door-to-door selling etc. This kind of marketing is more time saving as the
problem of distance which may otherwise exist between the buyer and seller is
eliminated and is also cost effective as it minimizes commuting costs.

Have you heard about J-I-T in logistics management?

Yes. J-I-T or just in time is a strategy of production. It aims at fostering continous

improvement in production and can help in the betterment of a manufacturing units
return on investment,quality and efficiency. This can be brought about by smooth flow of
operations, greater involvement of employees and better quality products. This process
is based on the Japanese concept of Kanban which informs the system of production
when to move on to the next step in the process after completion of one step. Kanban
can be in t he form of visual signals eg.an empty shelf or a filled shelf in a factory which
indicates the next step. J-I-T ensures production and delivery of goods just in time
without any delay or gap between one process and another one.

Why is logistics management important for an organisation?

For a business, being able to provide the right product at the right place and in the right
time could be a challenging task. Better storage and transportation facilities are being
developed or outsourced by marketing managers to make goods available to the
customers or rather ensure timely delivery of the goods and services to customers. To
achieve this, it becomes increasingly important to keep track of the goods starting from
its journey from the factory right upto the hands of the consumer. Thus, in the modern
marketing era, the study of movement of goods or logistic management becomes an
important subject in question.

Can wholesalers also be classified into certain categories?

Yes. Wholesalers may be classified into merchant wholesalers and brokers and agents.
Merchant wholesalers independently own and undertake the risk of title to the goods.
Brokers and agents however do not take the title of goods and their functions are limited.
Brokers have good knowledge about the buyer and seller and act as the link between
them, helping in bringing about negotiation between the two parties. Agents act as
representatives to the company, retailer or customer on a permanent basis.

What is wholesaling ? What is the scenario of wholesaling in

the Indian market?

Wholesaling involves buying goods in bulk from the manufacturer and selling them to
another buyer( generally the retailer) for resale or business purpose. Wholesale trading ,
since pre-independence era has been dominated by the Indian trading
community.However, as of now, we also have foreign investors in the wholesale trade
scenario who have been showing a keen interest in this area of business. These
companies are entering the Indian market as trading firms and sourcing and selling
domestically. They are giving our domestic traders a tough competition! Eg. Sharp
Corporation of Japan which has a manufacturing base in India are into trading color TVs
from other manufacturers as well.

What are the different types of retailing?

Basically, retailing can be categorised into store retailing and non store retailing.
In the store retailing, the essence of a store in a particular location is taken into
consideration, to sell the products.They can be performed in different formats like
speciality store,department store, supermarkets, convenience stores, discount store, off
price retailers,super stores. On the other hand, non store retailing deals in selling
products through the use of electronic media or direct selling medium Example :direct
selling, telemarketing,automatic vending or online retailing.

What are the functions of retailing?

The functions of retailing include :

a.Sorting :The items are arranged in order by the retailers so that the customers are able
to locate and pick up their needed goods easily.

b.Storage: The retailer holds stocks of goods and thereby meets the day-to-day needs of
the consumer.

c.Channels of communication: The retailer spreads by word-of-mouth communication,

valuable information to the customers about the product.

d.Transportation: Nowadays, small grocery stores are undertaking the work of door
deliver orders in case of durable goods.

What are the essential characteristics of retailing?

a.Direct interaction with customers: The retailer acts as the final link between the
organisation and its customer. The retailer knows his customer better than anyone. He
even suggests the customer what to purchase and allows him credit facilities to
encourage frequent buying behaviour in the customer.

b.Small purchases: The customer purchases goods in small lots from the retail stores.
So there are frequent visits to the retail store by the customer.

c.Instrument of marketing communication: via which information about the product is

disseminated to the needy customers.

What are the different modes used to perform the logistics

function?

The different modes used are:

a.Air transportation : This enables quick delivery particularly useful in case of perishable
commodities.

b.Water transportation: It involves ocean liners and ships. Though slow, it is a cost
effective mode of transportation.

c.Surface transportation: Highway transportation and railway transportation are the

different modes used under this.

d.Pipelines: Products like oil and natural gas use this mode .

e.Internet carriers: Under this, satellite enabled modem or telephone wires are used to
carry digital products from producer to consumer.

Does logistics management and supply chain management

mean the same thing?

No. Logistics is actually a part of supply chain management. Supply chain management
involves other activities like coordinating as well as collaborating with both customers
and suppliers, matching the demand with the supply,flow of products, services,
information, and finances while logistics management entails the movement and storage
of products and services to add value via transformation of time and place. As such
logistics is more about being able to look into the facilities, transportation, inventory,
materials, order fulfillment, communications, third-party relations, and information within
the firm thereby creating competitive advantage through value addition to customers.

What is logistics management?

Logistics management involves movement of products and materials from the suppliers
to the factory where manufacturing takes place and then from the factory to the resellers
and to customers. It may be categorised into: inbound and outbound logistics. When the
goods move from the suppliers to the factory , it is known as inbound logistics while if the
goods move from the factory to other customers it is known as outbound logistics. This
field which studies the flow of goods and information from suppliers to consumers is
nowadays popularly known as supply chain management.

What is kiosk marketing?

Kiosks are machines kept in shopping malls and other such places by organizations to
spread the information and generate orders from customers who visit such malls.Eg.
Ambi Pur , a perfume company dealing in room fresheners recently organized a
marketing campaign in the Nirmal lifestyle, Mumbai. The company used inflatables to
attract small boys. The kiosk attracted a lot of parents who came in with their children
and stopped by the kiosk and got information about the company. The objective of the
campaign was to create awareness about the product among the target consumers,
mainly the households.

Give some benefits of direct marketing.

a.Cost effectiveness: The costs of paying to the intermediaries is eliminated due to their
absence.

b.Alternative uses: apart from selling, direct marketing can be used to test new markets,
offer rewards to customers, or even for market segmentation.

c.The results of direct marketing are easier to measure as we know how many people
have been directly contacted in the first place.

d.Relationship building: it helps in building a rapport with the customers as a direct

relationship is established with them and they can avail authentic information about a
product or service without any manipulations.

What are the different methods of direct marketing?

a.Direct mail:This is the most common means of direct marketing.Under this direct postal
mails are sent to the consumers address eg. Credit card application forms sent by
banks, free trial packs of products sent by companies, subscription offers for magazines
etc.

b.Telephone marketing: Via call centers products are also sold over telephone. It is also
known as telemarketing.

c.Catalogue marketing: Print,video or electronic catalogues maybe sent to customers.

d.Online marketing: The organizations products are marketed on the virtual medium
through company websites and emails.

What are the different forms of social network advertising?

Social network advertising takes place through different social network sites like
Facebook, Twitter etc. The different forms of social network advertising are:

a.Advertising to ones group of friends within his network itself: sending advertising
messages directly to his inbox about any product.

b.Display of attractive banners or boxes directly on the webpage of the social networking
sites.

c.Creating a fanpage or group asking users to join such groups to create and spread the
brand awareness about a particular product.

What are the problems faced in online marketing?

Online marketing also brings with it disadvantages some of which are as follows:

a.Authenticity: the authenticity of the product maybe questionable, as the real product is
not available at the time of its purchase. The product may not turn out as expected by
the customers. However, sites like Jabong.com or Myntra.com , keeping this point in
view are offering its customers the option to return the product if they are dissatisfied
with it after a trial. This has increased the goodwill and popularity of such sites.

b.Internet marketing scams : Fake schemes like get-rich-quick or win cash prize on the
internet, often lure the users to payout huge sums of money to such frauds and not
gettomg anything in return. It has given rise to a lot of scams and fraudulent activities
detrimental to the users.
c.Security issues: Consumers maybe hesitant to disclose their personal information on
the internet as they may feel the invasion of their privacy.

What are the advantages of online advertising over traditional

advertising?

Online advertising is less costlier as compared to traditional advertising.Companies can

have access to a wider customer base at lesser costs. Consumers find it easier to
research on the product and purchase them at just one click of the mouse sitting in the
convenience of their homes. They do not have to run from pillar to post for purchasing a
particular product. They can avail their much needed products instantly without any
delays. The results of online advertising can also be measured instantly via the number
of website visits, number of clicks on an advertisement. Thus the advertisement statistics
can be measured easily in a cost effective manner.

What are the different types of online marketing?

The different types of online marketing are as follows:

Display advertising: Here the advertisements are displayed on some websites in the
form of banners or blogs are used.

Search engine optimization (SEO): it helps to make the web page or website more
noticeable via the use of search engines like Google.

Social media marketing:here the marketing is done through social networking sites
such as Facebook, Twitter and LinkedIn

Email marketing: in which electronic mail is used as a medium of marketing

Referral marketing: in which customer referrals are used to promote the products and
services of the company.

What is online marketing? Give examples.

Online marketing is the exchange of products and services between the buyers and
sellers on the internet.It is also known as e-marketing or internet marketing or online
advertising. It may take the form of :

a.B2C where the products are sold directly to the customers.

b.B2B where trading networks or auction sites maybe used to reach out to the new
customers and serve the existing one

c.C2C where one customer may further sell the product to another customer.
Examples of online marketing may include banner ads, blogs, social network
advertisement.

What is direct marketing?

When an organisation conducts its marketing activities particularly sale of goods to its
customers directly it is called direct marketing. The final products are sold to the final
consumer directly by the company , and immediate or early response from the consumer
is expected. This type of marketing is also known as B2C marketing. Eg.direct door to
door sales made by the salesman. This type of marketing involves direct communication
with the customer and is found to be time saving and a cost effective method of selling.

What are the challenges faced by direct marketing?

Sometimes poor quality leads or poorly communicated messages may pose problems
for marketers as well as consumers as some of such consumers may not be actually
interested in the product. So much time and money may be wasted on communicating
with such consumers. Sending out direct mails to the addresses to the customers may
also irritate some customers. The customers may also have a feeling that their privacy is
being invaded and they may not want to disclose any personal information about
themselves while being asked to answer questionnaires in direct marketing. Direct
marketing has to be convincing enough to win over the trust and belief of the consumers
in order to overcome such challenges.

Recommend some ways to ensure the health and smooth

functioning of the marketing department for an organisation.

a.Equipping marketers with extra skills by enrolling them in specialised courses or

providing training to upgrade their skills.
b.Providing counselling sessions for the marketers to keep their morale high.

c.Motivating salepeople by providing extra incentives, bonus, rewards for high

performers etc.
d.Bridging any communication gap that may exist among the team members or among
the superior and subordinates.

e.Coordination with other departments of the organisation like HR, Finance etc to ensure
that they are getting the right information needed to perform their tasks.

As a consultant, what advice would you give a company while

setting up its marketing department?

As a consultant , I would:

Recommend structuring of the marketing department as per the demands of the

different tasks, roles and responsibilities keeping in mind the cost(budget) factor as long
as it fits within the budget of the company.

Finding out and establishing the level of skills, duties and responsibilities of the
employees via job descriptions and job specifications.

Proper and regular supervision of the department to ensure its smooth functioning

Determine the marketing functions of the department as per the requirements

(advertising,distribution channels,promotional activities)

What role does the marketing department play in an

organisation?

The marketing department is the life-blood of any organisation without which it is

impossible for the organisation to survive. The other departments like human resources,
finance, information technology are also very much dependent upon the marketing
department for their existence. The marketing department acts as the face of the
organisation and gives an identity to it. It plays a crucial role in generating sales and
revenue to the organisation via its different activities like advertising,
promotion,distribution, research . It build up the image for the company and thus helps in
reaching out to the prospective customers and the target market.

How is the organisational structure of the marketing

department in an organisation devised?

The organisational structure of the marketing department depends upon the size of the
organisation. Small size firms may just have one or two marketing employees while large
size firms may have several marketing employees. The marketing department may
generally comprise of :

a. The Vice President of marketing: who is responsible for the functioning of the entire
marketing department and to whom other marketing employees are accountable.

b. Marketing manager : who formulates the marketing strategies and reports to the vice
president of marketing. Other marketing employees may report to him.

c. Market researchers: who research on the product and present their information on
their findings to the company.

d. Public relations officers : who act as the spokesperson and the liason between the
company and outsiders.

What is the meaning of marketing organisation? Explain.

In an organisation, the sales planning and sales policies are formulated on the basis of
marketing organisation. It ensures the smooth and systematic implementation of
plans,policies and programs which are much needed for the control of sales activities so
as to maximize the efficiency and profitability . It also brings about innovative and better
methods of distribution and helps to meet the increasing production capacity. It also
equips the organisation with the necessary tools to counteract competition. Marketing
organisation structures the organisation in such a way that brings about improvement in
customer services and their satisfaction.

How is a marketing plan set up?

Planning is a process. A marketing plan starts by a thorough analysis of the market
who are the prospective customers including past, present and future customers, what
potential the product holds in the market. Then the next part included the testing of the
companys market position-where it stands in the market? The plan must also include the
pricing strategy, the packaging , how the product will be promoted. Another important
part of the plan should entail the budget and the how the funds would be allocated to
activities like advertising, promotion ,public relations etc. The plans so formulated must
be reviewed from time to time say annually or half-yearly in order to detect any errors in
the plan and rectify them on time.

What are the duties and responsibilities of the marketing

manager?

a.Conducting market research in order to gain an insight into the market environment,
competitors and consumers.

b.Marketing planning : based on the objectives of the company, deciding the marketing
strategies.

c.Personnel management: supervising the activities of the marketing personnel and

seeing to their problems and grievences and solving them.

d.Managing the advertising and other promotional events of the company .

e. Coordination: coordinating with the other departments of the company like finance,
HR etc. to keep the department aware of what is happening in the other departments as
well.

What steps can be taken to organise a marketing team?

a. Set the objectives: why the team is being formed? How much revenues need to be
generated? Determining the sales target.

b.Defining team structure and their roles: what should be the role of each member?
What structure should be followed to determine the objectives?

c.Checking the skills and capabilities of the team members , if they fit into their roles or
not and if any extra training or coaching is required or not for the team.

d.Implementation: communicating the objectives to all the team members and seeing to
it that the necessary action is being taken for arriving at those objectives.