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Marketing Management- Question Bank

Section-A (2Marks)
1) What are the characteristics of an effective marketing mix?
2) How can informal communication among various departments in an
organization facilitate the marketing function?
3) Why should a company attempt to emotionally engage its customers

4) Of the various roles played by consumers in the decisions making

process, which one is more important and why?
5) Why is it important for a company to study its environment?
6) What are the important requirements for commissioning a good

7) What are the essential conditions in designing a questionnaire to elicit

a correct response from the respondent?
8) Define Marketing Management.
9) Define the terms: Exchange and Transactions.
10) Give one example of each of the following: Places and Ideas to
be marketed.
11) Brief ‘Selling Concept”
12) What is mean by strategic marketing plan?
13) Which are the different types of customers?
14) Explain ‘competition power’ used to motivate channel
15) In which organization structure a company can avoid
geographic or customer duplication?
16) Give the difference between transformational and transactional
17) What is mean by profit margin quota and give its importance.
18) State the critical success factors for making distribution strategy
19) Describe the horizontal marketing system in short.
20) What is relationship selling?

Section –B (8 Marks)

1. Does marketing orientation impact business performance? Discuss.

2. Effectiveness in serving the customer is paramount for the survival of
the business. Comment?
3. Distinguish between efficiency and effectiveness in terms of serving
the needs of the customer?
4. Discuss the limitations of the marketing concept? Do you agree with
these limitations?
5. Coordination between the marketing department and the other
departments of an organization is crucial for implementing the
marketing concept. Explain.
6. What is marketing myopia?
7. How does the marketer’s commitment affect his ability to serve
8. What barriers may a marketing manager face when trying to convince
other people within an organization that they should adopt the
marketing concept?
9. Discuss the difference between marketing research and MIS?
10.Discuss the usefulness of marketing research in understanding
customers and competitors?
11.It is always better to hire a professional marketing research firm rather
than engaging one’s own staff for this purpose. Comment.
12. Distinguish between ad-ho research and continuous research?

13. Discuss types of continuous research methods that are adopted by

14. For what type of data can the following prove to be useful:
I) Consumer panels? II) Retail audits?
15.Is continuous research better than ad-hoc research?
16.What is a research proposal? What are the contents of a research
proposal? What are the essential characteristics of an effective
research proposal?
17.What is exploratory research? What are the various methods of
carrying out exploratory research?
18.Distinguish between qualitative and quantitative methods of MR?
19.What is descriptive research? How is it carried out?
20.Explain the meaning and usefulness of experimental research?
21.What are focus groups? What type of data can be obtained from focus
groups? Suggest some measures to improve the effectiveness of focus
22.What is a depth interview? What are the advantages and
disadvantages of depth interviews?
23.What are the various techniques that can be employed in questionnaire
designing to make it more effective?
24. What is pilot study? Why should it be done?
25.How do companies establish initial contact with marketing research
26.Discuss the impact of technology on business.
27.How does the competitive environment affect business?
28.How can a company track changes in its socio-cultural environment
29.Discuss the difference between microenvironment and macro
30.How can companies incorporate technologies in their business
31.What is consumer behavior? Why is it important to study consumer
32.What do you understand by buying role? Explain the different roles
played by consumers during the buying process?
33.Should a company serve all its loyal customers? Explain.

34.What are the differences between extended problem solving and

limited problem solving?

35. Does a consumer play the same role in every purchase process?
Explain the dynamics of consumer roles in the decision making
36.What is customer portfolio, and how can it be managed effectively?
37.The consumer’s attitude towards a product plays an important role in
the evaluation of alternatives. Explain.
38.What are the characteristics of habitual problem solving by
consumers? What strategies should a marketer adopt for such products
where consumers exhibit habit forming behavior?
39.Describe the relationship between consumer loyalty and profitability?

40.Define Marketing Mix. Discuss different components of marketing

41.What is marketing research? Why is it needed by companies?
42.Discuss the Holistic Marketing Concept in detail.
43.Write short notes on:
a. Experience concept
b. Service concept
44. Discuss the following stages of a MR process:
c. Data analysis and interpretation
d. Report preparation and presentation

Section -C (12 Marks)

1. Discuss the concept of marketing. How is marketing orientation relevant
to business?
2. Several competing philosophies such as the Selling concept, Production
concept and Product concept exist. How are these different from one
another? How are these different from the marketing concept?
3. Define marketing mix? Discuss various components of the marketing
4. Discuss the significance of segmentation, targeting and positioning in a
company’s marketing strategy?
5. How do customer centric companies build concern for their customers
throughout the company?
6. Are internally driven businesses geared to meet customer needs? Explain.
7. What is marketing research? Why is it needed by companies?
8. What do you understand by Marketing information systems (MIS)?
Explain various elements of MIS in detail?
9. Discuss various approaches to conduct marketing research?
10.Discuss various stages of the MR process in detail?
11.Differentiate between probability and nonprobability sampling methods?
Under what conditions should each of these methods be used?
12.Discuss various survey methods, illustrating the advantages and
disadvantages of each?
13.Discuss the impact of various economic forces on a company?
14.How do changes in socio-cultural forces affect businesses? Do some
industries get affected more easily than others due to changes in socio-
cultural factors?
15.Discuss some prominent changes in various demographic segments that
have affected businesses globally?
16.Discuss the regulatory framework for businesses in India? How do these
regulations affect multinational companies that are doing business in
17.What is country analysis? What is the purpose of conducting such
18. Discuss various stages in the consumer decision making process?
19.What is choice criteria? How does a consumer formulate choice criteria
for evaluating alternatives? Discuss each criteria in detail, with relevant
20.Explain the influence of the internal factors on the consumer decision
making process?
21.Explain the role of culture, social class and reference groups in
influencing the decision making process of a consumer?
22.What is CRM? How is it useful for a company? What mistakes do
companies make while implementing CRM?
23. In the Indian rural markets, consumers generally buy sachets / small
packs of FMCG products. This also facilitates the process of trial for
companies that sell their products to these customers. Traditionally,
small, unorganized players dominated this market. However, now MNCs
are increasingly focusing on the rural markets to increase their revenues.
A regional player wants to find out what he should do to tackle
competition from larger multinationals. What type of research framework
will you adopt for this regional player? Keep in mind the social, cultural
and economic background of the intended market while designing the
research framework?
24. ‘Choose the Value-The homework marketer must do before the product
exists.’ Explain.
25.ITC food division launched into toffee segment in December 2005. The
market size for toffee in India in 2006-07 was at Rs. 2400 million and it
was growing at 13%annually. What sales forecasting methods would you
suggest to ITC and why?
26.Describe the different types of vertical marketing system.
27.Some Nationalized banks recruit only experienced persons or promote
people from within the organization. Some other like ICICI Bank and
IDBI recruit extensively from management institutes. Explain the
difference in sources used by these financial organizations selling
essentially the same kind of financial services and products.
28.Explain various types of:
i. Probability sampling methods?
ii. Non-probability sampling methods?