F A Q S Placements Marketing By Prof.

Gupte

1. What is Marketing?
2. How is marketing concept different form selling, product, societal marketing and
production concept?
3. What is the difference between product marketing and Service marketing?
4. Difference between Product and Brand?
5. Line extensions, Brand extentions Multi Branding and new Brand?
6. Usp, Branding, Positioning
7. BCG matrix, G.E. Matrix and their limitations
8. Various stages of PLC and appropriate strategies for the stages with illustrations.
9. Various response Hirarchy models.
10. Various Promotion-Pricing models- Rapid skimming, slow Skimming, Rapid penetration
& slow Penetration.
11. Brand & Category development Index.
12. Brand Asset valuator model.
13. Determining length of distribution channel.
14. Advertising v/s sales Promotion.
15. Market testing techniques.
16. Idea Generation techniques.
17. Qualitative & Quantitative Research.
18. Differentiate Market Research & Marketing Research.
19. Primary Data & Secondary Data.
20. Various Data collection techniques / Analysis techniques.
21. Advertising Budgeting models.
22. Advertising effectiveness.
23. DAGMAR model.
24. Perceptual mapping & MDS.
25. Segmentation techniques & strategies.
26. Marketing Mix strategies at various stages of PLC.
27. SOCIO economic classification.
28. Porter’s structural Analysis, Generic strategies and applications.
29. Ansoff matrix & applications.
30. Mckinsely model (7 – S model)
31. SWOT analysis.
32. Vision-Mission statement & illustrations.
33. Concepts & Abbreviations in Media planning – OTS, TRP, Frequency, Reach.
Circulations, Readership, Impact ABC, IRS.
34. Brand equity & its measurement.
35. Brand extensions-Advantages & Disadvantages.
36. Concepts-Brand Revitalization, Brand Architecture, Brand extentions, Brand
rationalization.
37. Price elasticity, ROI, BEP.
38. Products evolution – core, Formal & Augment Product and illustratins.
39. High Involvement & Low involvement Products.
40. Michale Ray’s Model
41. FCB-Ulka Model
42. Personality, Brand Personality, Reference Groups, Halo effect.
43. Innovation – Diffusion Model.
44. Media Planning, Media Buying.
45. 7ups of service marketing
46. Conjunct Analysis, Cluster Analysis, Factor Analysis.
47. Familiarity with SPSS
48. White goods v/s Brown goods. Can you differentiate.
49. ATL v/s BTL – What is the difference.
50. Sales process – SPANCO.
51. Latest form of consumer segmentation ( Sec A, A+ ….)
52. Porter’s generic strategies – cost leadership v/s focused v/s differentiation with e.g.
53. Explain any recent promotional campaign
 Change Brand / look
 Change in T.A.
 Change in Comm2
 54. Economic models of C.B. Howarth Seth model of CB, Application of Maslow in C.B.
55. Difference between Consumer Buying Behaviour v/s Industrial Buying behaviour
56. Customer v/s Consumer v/s Client
57. Lead v/s Prospects in sales
58. Pot v/s Pot category v/s Brand
59. Line extension. Difference – width / breadth / depth / length / product with e.g.
60. What are footfalls in retail management?
61. What is tenant mix and catch rent area in retail?
62. Different Formats of retail with areas & e.g.
63. Top 5 players of all the field e.g. Retail / Manufacturing / FMCG / FMCD ……………….
64. What is product assortment
65. What is cannibalization?

Recommended Reading

EBSCO Site

At least one textbook on the functional area applied for

AND

At least one from the following

1. Marketing management
- Phillip KOtler
( South Asian Perspective)
2. Marketing management
- Rajan Saxena
( 3rd Ed)

3. Marketing management
- Ramaswamy

4. Marketing management
- Biplav Bose

5. Marketing management
- S.A. Sherlekar
 (13th Ed)

6. Marketing management
- Meenakshi & Arun Kumar

- Marketing Pocket Dictionary

- We are like that only

- Rama Bijapurkar

- Call of the mall }

Why women buy? } Paco Underhill
Why we buy? }

- Uncommon sense & Advertising

- Sanjay Tiwari

- Fall of advertising & Rise of PR

- Al Ries & Laura Ries

In Addition:
Marketing warfare
Positioning
Brand positioning – Sen Gupta
Maxi-marketing
Marketing Matrics
Strategic Brand Management – Kepfrer
Building Brands – Tapan Panda
The strategy & tactics of pricing – Nagle, Holden
Strategic Management - David