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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