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CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
Jan2017
ASSESSMENT_CODE MB0046_Jan2017
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
9787
QUESTION_TEXT
Write a short note on “ Marketing Orientation”
1.Production Concept (2 Marks)
2.Product Concept (2 Marks)
SCHEME OF EVALUATION 3.Selling Concept (2 Marks)
4.Marketing Concept (2 Marks)
5.Societal Marketing Concept (2 Marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
9789
QUESTION_TEXT
Explain the Maslow’s need Hierarchy Theory
1.Physiological needs (2 Marks)
2.Safety needs (2 Marks)
SCHEME OF EVALUATION 3.Social needs (2 Marks)
4.Esteem needs (2 Marks)
5.Self-actualization needs (2 Marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73192
QUESTION_TEXT
Briefly explain the Henry Assael model of consumer’s buying decision
behavior
SCHEME OF
EVALUATION
Henry Assael has come up with an explanation to analyze why
consumers buy the goods they buy. He explained the relationship
between the level of involvement by the consumers in the purchase of
goods and services and the level at which diverse goods or services
differ from one another. He therefore came up with for different buying
behaviors as explained in figure
Figure: refer page no-122
1. Complex buying behavior: consumers are highly involved in a
purchase and aware of significant differences among brands. This is
usually the case when the product is expensive, bought in frequently,
risky, and highly self expressive. Typically the consumers do not know
much about the product category and have more to learn.
2. Dissonance reducing: some times, the consumer is highly involved
in purchase but sees little differences in the brands. The high
involvement is based on the fact that the purchase is expensive in
frequent, risky.
3. Habitual buying behavior: Many products are bought under
conditions flow consumers involvement and the absence of significant
brand differences. Considering salt, consumers have little involvement
in this product category. They go the store and reach for a brand. If they
keep reaching for the same brand, it is out of habit and not strong
brand loyalty.
4. Variety seeking buying: Some buying situations are characterized
by law consumer involvement but significant brand differences. Here
consumers often do lot of brand switching. Consumer do the brand
switching for the sake of variety rather than dissatisfaction.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
126180
QUESTION_TEXT
What are advantages of Print media advertising
Newspaper:
1.
These are published in different language
2.
Published in regional languages
3.
Cheaper
4.
Space on need and cost
SCHEME OF EVALUATION 5.
Short life
Magazines:
1.
Published weekly, fortnightly, monthly etc
2.
Needs of different readers
3.
Language life
4.
Comparatively cheaper
5.
Lack of flexibility
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
126183
QUESTION_TEXT
SCHEME OF
EVALUATION
Define marketing. Explain the various functions of marketing.
Philip Kotler defines marketing as – “A social process by which individuals and
groups obtain what they need and want through creating, offering and freely
exchanging products and services of value to each other.”
Paul Mazur defines marketing as – “An ongoing process of discovering and
translating consumer needs and desires into products and services, creating
demand for these products and services, serving the consumer and his
demand through a network of marketing channels and expanding the market
base in the face of competition.
Fun ctions of marketing
1. Marketing research –Marketers need to approach their customers in a
scientific manner. Marketing research provides a basis for it as it is basically
concerned with gathering data about the market. So, market analysis
(measurement and evaluation of target market and its characteristics),
product/service determination (analysis of consumer aspirations,
expectations, tastes, functional and economic utility), and distribution analysis
are the important sub-functions of marketing research.
2. Advertising – Advertising is a mass media tool. It is perhaps a very
powerful tool in the hands of the marketer, particularly in consumer goods
markets. It is an impersonal presentation and promotion of ideas, products, or
services that are paid by the sponsors. It attempts to inform, persuade and
remind customers about the products and services.
3. Sales promotion – This is a short-term incentive to boost sales. It acts as a
supplement to personal selling and advertising. Usually, marketers use various
sales promotion devices when the product is launched and when the product
reaches its maturity. Consumer sales promotion and dealer sales promotion
are the important sub-functions of a sales promotion programme.
4. Sales planning – This function involves the planning for marketing of the
right products at the right prices. The sub-functions include formulating sales
plans, price and quantity determinations, packaging and budgeting (forecast
sales, setting sales quota and estimating sales expenses)
5. Sales operations – This is concerned with transferring of products to the
customer point. Organising field and indoor sales force and their management
are sub-functions of sales operations. Sales force management includes
recruitment, training, direction and supervision, compensation and evaluation.
6.
Physical distribution – Moving and handling of products comes under
physical distribution. Order processing, inventory, warehousing and
transportation are the key decisions to be assesses in the physical distribution
system.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
126184
QUESTION_TEXT
What is retailing? Briefly explain the most important types of retailing?
Retailing is the final connection in the marketing channel that brings goods
from manufacturers to consumers. In other words, retailing is the
combination of activities involved in selling or renting consumer goods and
services directly to ultimate consumers for their personal or household use.
Types
Mom
SCHEME OF
EVALUATION
and pop stores and kirana stores
Department stores
Discount
stores
Category
killers
Specialty
stores
Superstores and
hyper markets