Download Internal marketing Environment

MARKETING MANAGEMENT
PART-A
1. Define Marketing
Marketing is a social process by which individuals and groups obtains what they need
and wants through creating and exchanging products and value with others.
-PHILIP KOTLER.
2. What is meant by Holistic Marketing concept?
The holistic marketing concept is based on the development, design, and
implementation of marketing programs , processes, and activities that recognizes their
breadth and interdependencies. Holistic marketing recognizes that “everything matters” in
marketing and that a broad, integrated perspective is often necessary.
3.What is meant by Relationship Marketing?
It is a facet of customer relationship management that focuses on customer loyalty and
long-term customer engagement rather than shorter-term goals like customer acquisition and
individual sales.
4. What is meant by integrated marketing?
When all the company’s departments work together to serve the customer’s in
interest the result is integrated marketing. It takes place on two levels, 1. Various marketing
function 2. By other department .
5.What is meant by marketing network?
Direct marketing method in which independent- agents serve as distributors of
goods and services, and are encourage to build and manage their own sales force by recruiting
and training other independent agents.
6. What do you meant by marketing mix?
The term marketing mix was first coined in an article written by Neil H.Borden called
“The Concept of the Marketing Mix.”Who in 1948 described the role of the marketing
manager as a “mixer of ingredients”.
7. What is meant by micro environment?
The environment influences the organization directly. It includes suppliers that deal
directly or indirectly, customers and customers, and local stakeholders.
8. What is meant by macro environment?
This includes all factors that can influence and organization, but that are out of their
direct control. A company does not generally influence any laws.
9. What do you mean by Global marketing?
Global Marketing is the marketing across the national frontiers. It refers to the
strategy, process, and implementation of the marketing activities in the international arena
the globe.
10. What is meant by Marketing environment?
Marketing activities of a business firm are affected by a large number of
environmental factors that surrounds the company. These factors or forces influence the
decision-making capability of the enterprise. The factors or forces are collectively called
marketing environment.
PART B
11. a Describe in detail about the Marketing Concepts
Marketing Concepts:
 Production concept
 Product concept
 Selling concept
 Marketing concept
 Societal marketing concept
11.b Explain the marketing interfaces with other functional areas.
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Research and Development
Purchasing
Manufacturing
Operations
 Finance
 Accounting
 Human Resources Management
12. a What do you mean by external environment ? Discuss its impact on firms marketing
decisions.
The external marketing elements consist of the following:
 Micro Environment
 Macro Environment
MICRO ENVIRONMENT:
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Suppliers
Marketing Intermediaries
Customers
Competitors
Public
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MACRO ENVIRONMENT:
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Demographic Environment
Economic Environment
Physical Environment
Technical Environment
Political and Legal Environment
Social – Cultural Environment
International Environment
12. b Explain External marketing environment and internal marketing environment.
Internal marketing Environment:
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Top management
Finance and accounting
Research and Development
Manufacturing
Purchasing
Company image and brand equity
External marketing environment:
 Micro environment
 Macro environment
13. a Explain prospects and challenges of marketing in global environment.
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Self- Reference criterion
Market Differences
Management Myopia
Brand History
Organisational Culture
National Controls and Barriers
13. b Explain the various elements and advantages of global marketing mix.
ELEMENTS:
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Product
Pricing
Place
Promotion
ADVANTAGES:
 The advantage of Global Marketing we can introduce our
product by using advertizing.
 Economics of scale in production and distribution.
 Lower marketing cost.
 Power and scope.
 Consistency is brand image.
14 . a Explain the trends in Global marketing.
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Production Orientation
Sales Orientation
Marketing Orientation
Economic orientation
14. b Marketing management is the art and science of choosing target markets and getting,
keeping and growing customers through creating delivering and communicating superior
customer value.
15.a Explain the evaluation of global marketing .
 Domestic marketing
 International marketing
15. b Explain the trend in online marketing.
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More website will go responsive
SEO will continue its shift to content marketing
Video will become a much bigger content platform
Design and speed will be a necessity, not a luxury
Content will become more interactive.