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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. 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: Suppliers Marketing Intermediaries Customers Competitors Public MACRO ENVIRONMENT: 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: 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. 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: 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. 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. 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.