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business
marketing management

Questions and Answers of Marketing Management

=+(c) The total market for any product is _____ _
=+(b) Market segmentation is a business _____ _
=+I. Fill up the blanks with suitable word/words:(a) Market segmentation is a recent and revolutionary _____ _
=+How does the study of Economic Theory help in understanding the Consumer Behaviour?
=+Are customer and consumer related?
=+What is meant by Consumer Behaviour?
=+this model helped you to understand your buying behaviour.
=+Tra..:e three of your last major purchases through the Howard-Sheth model. Explain how
=+Comment on the Howard-Sheth model of buyer behaviour.
=+What are the usual steps of the buyer process?
=+Comment on: (a) Economic model of buyer behaviour. (b) Learning model of buyer behaviour.
=+12.Write notes on: (a) Life Style. (b) Social Class. (c) Reference Groups. Cd) Culture.
=+5. What are the ingredients of the basic model of buyer behaviour? Comment on the personcentred factors.50 6.7.8.9.10.ll.
=+4. Contrast demographic analysis with psychographic analysis.
=+3. What are the two important sets of determinants of buyer behaviour? Comment on either one set of those determinants.
=+2. List and discuss the five 'needs' in Maslow's needs-wants hierarchy.
=+1. What do you mean by the term 'buyer behaviour'? Why is it problem-solving behaviour?
=+III. State whether the following statements are True or False:(a) Buyer behaviour can be predicted.(b) The Economists were the first professional group who advocated a formal theory on buyer
=+(d) Which one of the following factors is an economic factor that influences buyer behaviour?(e)(i)(iii )Buyer(i)Culture Attitude behaviour is influenced by Rational motives(iii) Situational
=+idea of buying a particular product is known as(ii) Initiator(iv) User.
=+(c) A person who first thinks of the(I) Influencer(iii) Decider(ii) Disorderly process(iv) Individual process.(ii) Cultural factors(iv) All of the above.
=+(bl Buyer behaviour is influenced by(i) Economic factors(iii) Social factors
=+II. Choice the best answer from the alternatives given below:(a) Buyer behaviour is an/or(i) orderly process(iii) Group process
=+(e) If the product matches customers' expectation, customers are _____ _[Ans: (a) Social (b) Environment (c) Motive (d) Reference group (e) Satisfied]
=+______ group is useful for self evaluation and attitude formation.
=+(b) Buyer behaviour is an orderly process whereby the buyer interacts with his _____ _(c)(d)______ is a drive or force which activates behaviour.
=+I. Fill up the blanks with suitable word/words:(a) The buyer behavioUr involves both psychological and processes.
=+In other words, we must apply our creativeness' more intelligently to people rather than products." Explain this statement in the context of the modern marketing concept.
=+what is the consumer willing to buy?
=+19. "Instead of trying to market what is the easiest for us to make, we must try to find out much more -
=+18. Explain the difference between the new and the old concepts of marketing.
=+17. "Marketing should aim at meeting a given customer's need rather than selling a given product." Do you agree with the statement? If so, why? Who benefits from marketing concept and how?
=+16. Is consumer sovereignty a fact or fiction? Why so? Discuss.
=+15. "Consumer is the King." Comment on the statement in the light of the modern concept of marketing.
=+ Discuss its significance in the context of present-day business scenario in the country.
=+14. What do you understand by the "New Concept of Marketing"?
=+13. Illustrate the implementation of marketing concept by modern business organisations.
=+12. "Customer relationship is very important for marketing." Explain.
=+11. What are the various approaches of studying marketing? Elaborate.
=+10. "Marketing is a system of integrated business activities designed to develop strategic plans(in the form of marketing mixes) leading to the satisfaction of customer want of selected market
=+9. Comment on the widened marketing concept. Can it be practised in India?
=+8. Distinguish clearly between selling and marketing.
=+7. Describe the evolution of marketing concept. What are the benefits of marketing concept?
=+6. Enumerate the marketing functions and describe those functions.23
=+5. What is marketing process? What is its scope?
=+What are its components or sub-systems?
=+4. What is marketing system?
=+3. What is marketing? Give the modern definition of marketing.
=+2. Describe the kinds of goods entering the market.
=+1. What is a markE1't? WhCilt are the types of market?
=+(e) The social marketing concept focuses on public interest.
=+(d) Matching the products of customer's needs and desires is called merchandising.
=+(c) Standardisation is one to the marketing functions of 'exchange.
=+(b) In marketing physical distribution and logistics create'time .utility.
=+III. State whether the following statements are TRUE or FALSE(a) The goods which are frequently purchased are called convenIence goods.
=+(e) The modern marketing concept is: (i) Sales oriented (ii) Product oriented (iii) Customer oriented (iv) Exchange oriented
=+(d) Inventory management forms a part of the marketing ~unctions of(i) Exchange (ii) Physical distribution(iii) Facilities (iv) Transportation
=+(iii) Exchange utility (iv) Form utility
=+(c) The utility provided by raw materials in marketing is called:(i) Time utility (ii) Place utility
=+(i) Shopping goods (ii) Convenience goods(iii) Specialty goods (iv) Durable goods
=+(b) The type of goods for which purchases can be postponed is:
=+(iii) Sellers (iv) Dealers
=+(i) Buyers (ii) Manufactures
=+II. Choose the best answer from the following(a) The supply side of a market represents
=+(e) facilitates any time and any where marketing.[Ans: (a) market (b) specialty (c) facilities (d) customer (e) internet]
=+(d) The modern marketing concept is oriented.
=+I. Fill up the blanks with suitable word/words:(a) A is a place where exchange of goods takes place.(b) Costly luxury goods are called goods.(c) Standardisation is a marketing function of
4 In your opinion, what are the most important aspects of location decision-making? Use the following grid as a guide?
3 Do you believe that some aspects of location analysis techniques are better than others? If so, what are the techniques you would employ and which key aspects would you want to assess prior to
2 Given the recent trends in retail shopping and customer behaviour, what changes may occur in the location of retail outlets in large city centres?
1 What are the major consumer and business influences which have produced the current location patterns of retail outlets in developed economies?
4 List some of the retail changes that have taken place in recent years. How can a medium-sized retailer develop an improved competitive position through the use of a planning approach? Use the
3 Identify the different market segments and their reasons for the use of a post office, building society and a bank. Is there anything you may have learnt from this exercise which may assist the
2 Think about your own experience in doing things you initially did not want to do. Why did you subsequently agree to do them? How do you think the plans in a retail company could be adopted more
1 Read the newspapers over a four-week period (Financial Times, trade papers, The Economist, etc.). Write down the changes that large retail companies are making and also what may be happening, by
4 Partnership functions are increasing in importance. Comment on this and provide some arguments, which your manager could use, to convince others that the trend is important and that your company
3 Write a report on the reasons a retailer may outsource distribution activity. If there are benefits to outsourcing what type of retailer would you not expect to outsource and what are the reasons
2 Write a note to the director of a large retail company to explain the way that any new computerized logistics or replenishment systems could affect his managers who have to adopt the new systems.
1 Write a report to the director of a retail chain of travel agencies with your findings regarding whether the trend in the use of the Internet will affect the future business of the company and if
4 Collect at least three weeks of the local newspaper and other local magazines or publications.Then carry out a content analysis of the publicity that different retailers may have gained. This
3 If you had to write the communications plan for a department store what are the key aspects of the plan you would need to have agreed by management? Also, what percentages would you allocate from
2 You have been asked by the manager of a chain of pet food shops to set up a relationship marketing scheme for the company. Draw up a plan for the recruitment, contact and communication with members
1 Explain what is meant by a sales promotion. Either collect five examples of different retail sales promotions to discuss and/or describe what types of sales promotion would encourage you to buy,
5 Supermarket layout – exercise:Supermarket layouts typically follow a grid pattern. This has the advantage of being a very efficient use of space. Customers are ‘encouraged’ to shop the entire
4 You are asked to draw up a list of requirements for the selection of a merchandise manager.With the information in this chapter and from other sources what would you recommend? Use the following
3 Discuss the implications of width and depth considerations for a specialist outlet such as a leading women’s fashion boutique and compare these to a leading DIY home improvement retailer.
2 What checklist of questions would you ask the merchandise manager, to help you make your selections, if you had just been appointed to act as the buyer for children’s wear for a leading
1 If you had to plan the merchandise stock changes for a food retailer during the Christmas period what would you recommend? What considerations did you make in coming to your conclusions?
l Space allocation and financial performance (margin, profit, activity based costing, loss through waste, damage, shrinkage, etc.)
l Are other retailers offering a superior layout of categories?
l Is the range broad enough to provide a satisfactory selection?
l How long does it take to obtain and purchase a category?
l Are products easy to locate individually and as part of a basket of goods?
4 Choose two retail stores in the high street (such as Boots and The Body Shop). Visit the stores and provide a breakdown of the way the fascia, window display, atmospherics, staff uniforms,
3 Create a list of the atmospherics you would expect to find in leading supermarkets. Now visit two different supermarkets and find what additions or subtractions need to be made to your list.Based
2 Visit at least two large department stores and note the way the overall marketing mix has been formulated. Do you think the product is well integrated with the in-store promotion, window display,
1 Go to the high street and select two different types of small-sized stores in order to create a floor plan of their layout. Mark the way the entrance is shaped and types of merchandise that are in
4 Look at the literature dealing with service encounters and think about any dissatisfying and satisfying aspects of service encounters you or your friends have experienced. Based upon these
3 Select and visit five similar retail outlets in your local high street. Using the following grid as a guide, assess each store in turn.
2 What would be the differences, in service and quality management, if you were the marketing manager of a chain of supermarkets or a well-known shoe shop as opposed to the sales and marketing

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