MARKETING MANAGEMENT IMP QUESTIONS

1. Who are a market challenger and what attack options are available to him to use against
opponents? (09)
2. Once a company decides to target a particular country, it has to determine the best mode
of entry. What are the various options available with the company? (21)
3. Explain international product and promotion strategies with examples. (21)
4. What decisions do marketers need to consider while designing global market offerings?
(21)
5. What are the decisions involved when a company wants to foray into a foreign market?
What are the different modes of entry available to a marketer? (21)
6. Which criteria can a company use to choose the most attractive target market
segmentation? (07)
7. Changing lifestyle can create both opportunities and threats for the marketer. Provide
example of a change in lifestyle that poses a threat to marketers, and one that provide
opportunities. Give an example of a product or a brand that has been affected in both of
ways.
8. Differentiate between consumer behavior for a product brand and a service brand. (06)
9. More and more marketers are resorting to hybrid segmentation basis – Comment and
augment your arguments with illustrations. (08)
10. What strategies would a leader brand adopt to defend its position? Explain with practical
example. (09)
11. Explain the difference between consumer market and business market. (07)
12. Explain various macro environmental factors that a marketers needs to monitor. (03 &
04)
13. Explain the various competitive strategies for market leaders with relevant examples.
(09)
14. Explain all the eight stages of new product development decision process from ideas to
commercialization. (NPD - 20)

_____________________________________________________________________________________________
Prepared By:
Mr. A. R. Arya
Faculty, Management Studies,
C. U. Shah College of Engg. & Tech.
M-9427377106
 15. Enlist the steps of the new-product development process. Do you think that Bank of
Baroda repositioned itself successfully? If yes, how?
16. Explain in detail the major segmentation variables used for segmenting consumer
markets. (08)
17. Mr. XYZ is thinking of purchasing a new television. Explain the stages of the buying
decision process that he will pass through during and after making a purchase decision
for the same. (06)
18. How is business market different from the consumer market? What are the stages in the
business buying process? (07)
19. What is the different between industry and market concept of competition? What kind of
competitive strategies can a market leader adopt? (09)
20. Explain the customer development process in short. (06)
21. Who is a market leader? What kind of strategies can Reliance implement to maintain &
defend its position as a market leader? (09)
22. How will you segment the consumer markets (Variables)? How will you target different
markets (methods for evaluating and selecting)? (08)
23. Explain the 5 M’s of advertising and the issues related to each of them.
24. Explain the three main sets of brand equity drivers for building brand equity with relevant
examples.
25. Explain the distinctive characteristics of service with examples.
26. Explain the service – quality model. How does services’ marketing differ from marketing
of products?
27. Explain the major retail store types with suitable examples.
28. What are major types of retailers? Which major trends are emerging in India in organized
retailing segments?
29. What are the major forces driving the new economy.
30. Define CRM and distinguish between the five levels of investment in customer
relationship building.
31. Define VMS and how does one go about managing channel conflict?

_____________________________________________________________________________________________
Prepared By:
Mr. A. R. Arya
Faculty, Management Studies,
C. U. Shah College of Engg. & Tech.
M-9427377106
 32. What is the role of marketing channels? Explain the terms VMS, Corporate VMS,
Administered VMS, Contractual VMS.
33. What are the various functions of channel members? Explain in details.
34. What is meant by positioning? You are to launch a new ‘watch’ in the market. Explain
how will launch it using the differentiation tools available to you.
35. What are the steps involved in setting price? What different pricing method that can be
adopted by the firms to set the price of their products/services?
36. What different methods of pricing can a company adopt in order to price its
products/services?
37. What is meant by Integrated marketing Communications? Explain the terms Direct
Marketing and Personal selling. What are the steps in developing effective
communications?
38. Explain in detail the various steps in developing effective communication.
39. Explain the terms Continuity, Concentration, Flighting and Pulsing. What is meant by
sales-effect research and communication-effect research?
40. What are the various differentiation strategies that a marketer can adopt?

_____________________________________________________________________________________________
Prepared By:
Mr. A. R. Arya
Faculty, Management Studies,
C. U. Shah College of Engg. & Tech.
M-9427377106