CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
SMUAPR15
ASSESSMENT_CODE BB0001_SMUAPR15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
31180
QUESTION_TEXT
Define Product Planning. Explain various Product Line Polices and
Strategies?
Product Planning:
( 2 marks )
Johnson defines product planning. "Product planning
determines the characteristics of products best meeting the
consumer's numerous desires, characteristics that add stability to
products and incorporates these characteristics into the finished
product.
Various product line policies and strategies:
( 8 marks )
SCHEME OF
EVALUATION
1. Product line contraction: It is a method by which either the number of
product lines or-the depth of a product line to thinned out. It is also termed as
'simplification.
2. Product line expansion: It is just the opposite of the product line
contraction and is referred to as diversification
3. Trading up and trading down: This gives increased profitability through
additional sales volume got by changing certain features of the product and
selling it to a new market.
4. Changing models or styles of the existing products: Continuous changes
in fashion create a problem for the producer compelling him to assess in
advance such changes.
5. Quality variations: In contrast to the above, under certain circumstances
a manufacturer is forced to produce differing qualities of a particular
product)
6. Product identification: The ultimate aim of producing a commodity is
selling.
7. Test marketing: Test marketing reduces risks. Test marketing is a trial and
error method to know what is likely to happen when a new product is introduced
commercially. By this future difficulties and problems are removed.
QUESTION_T
DESCRIPTIVE_QUESTION
YPE
QUESTION_I
D
31181
QUESTION_T
List out any five differences between old and new concepts of marketing.
EXT
SCHEME OF
EVALUATIO
N
The difference between old and new concepts of marketing can be easily
understood on the following basis:
Each point 2 marks, (2 × 5 10 marks)
QUESTION_TYPE DESCRIPTIVE_QUESTION
QUESTION_ID
103097
QUESTION_TEXT Discuss the various elements of the promotion mix.
The various elements of the promotion mix are:
SCHEME OF
EVALUATION
1.
Sales promotion: Sales promotion is short-term incentives to
encourage the purchase and sale of a product. It means and includes
all the activities that are performed by a producer or by a dealer or by
a businessman to increase his sales. Main purpose of sales promotion
activities is to encourage and persuade the consumers to buy a
particular product.
(2.5 marks)
2.
Personal selling: Personal selling is the oral presentation in
conversation with one or more prospective purchasers for the purpose
of making sales. It means the performance of actual selling activity.
Personal selling is quite direct and personal. Ultimate purpose of
personal selling is to sell the goods to their ultimate buyers by
bringing right goods and services into contact with the right
customers. Therefore, personal selling is said to be the ‘Back Bone of
Marketing’.
(2.5 marks)
3.
Advertising: Advertising includes all the activities
performed by an enterprise to present the goods and services to the
consumers and to motivate them to buy these goods and services. The
basic advertising objective is to inform, to persuade and to remind the
target audience.
(2 marks)
4.
Public relations: Building good relations with the company’s
various clients by obtaining favorable
response.
(1 mark)
5.
Publicity: Publicity is a non-personal stimulation of demand
for a product, service or business unit, by planting commercially
significant news about it in a published medium or obtaining
favorable presentation of it on radio, television or stage that is not
paid for by the sponsor. It is done to enhance the company’s image to
promote its viewpoint and provide information about its
products.
(2 marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
103100
QUESTION_TEXT
Define buying motives. Explain some important buying motives.
Definition:
(1 mark)
According to Wit. Stanton: "A motive can be defined as a drive or an
urge for which an individual seeks satisfaction. It becomes a buying
motive when the individual seeks satisfaction through the purchase
of something.
SCHEME OF
EVALUATION
Buying Motives:
( 9 marks )
1.
Freedom from fear and danger: Fear is a negative motive
but is a very powerful one.
2.
Desire for economy. Saving money is a universal desire.
Customers spend money to get more money.
3.
Vanity: Vanity is a powerful motive in the hands of the
marketing man being the safest appeal that may be used.
4.
Appreciation: Everybody desires to be appreciated and
complimented. They like to be recognized as an important person.
5.
Fashion: It is the desire of everyone to imitate what others
are doing.
6.
Possession: The instincts of possession or a desire to call
things as 'mine' leads persons to hoard and collect things.
7.
Sex or romance: The sex motive is a very powerful one and
can sell almost anything.
8.
Love of others: This motive plays an important part when
parents purchase all kinds of things for their children like toys, fancy
garments and other presents, or go in for life insurance to make
provision for their future.
9.
Health or physical well-being: Young persons are full of
energy and are sometimes indifferent to their health or physical
well-being till they attain the age of forty.
10.
Comfort and convenience: Most people like to be easy
going. They don't like to exert much. They simply like to do
everything the easy way and in comfort.