CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
OCTOBER15
ASSESSMENT_CODE MB0046_OCTOBER15
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
73190
QUESTION_TEXT
What is brand equity? Discuss the various components of brand equity.
SCHEME OF
EVALUATION
Brand equity is the added value that the consumer assigns to the
products and services. It is an arrangement of brand assets and
liabilities linked to a brand, its name, and symbol that put in or subtract
the value provided by a product or service to an organisation and /or to
that organisations customer. (2 marks)
These equity components can be grouped into the following
categories. . (Each point carries 2 marks)
1. Brand loyalty: Brand loyalty is the situation in which consumers
repeatedly prefer and continue to purchase the same brand within a
product or service category. Brand loyalty is one of the important bases
of equity creation. Six distinctive conditions are necessary for brand
loyalty. They are , Bias, behavioural reaction, expressed over time, by
any decision making unit, in relation to one or more alternative brands
and is a functional task of psychological processes.
2. Brand awareness: brand awareness is the ability to identify a brand
under different conditions. It includes brand recognition and brand
recall. Brand recognition is known as the capacity to verify prior
exposure and recall is the capacity to consider the brand when a
product category is thought about. This type of awareness is necessary
for a brand to be included in the decision process.
3. Perceived quality: the quality may be objective or perceived. The
objective quality indicates the actual superiority of product or service
though the perceived quality is perception of excellence of a product or
service in relation to its intended function. Perceived quality is
customer based a customer may satisfied with poor quality. Satisfaction
is determined by expectations.
4. Brand associations: the customer associates the attribute of the
brand with his/her belief. Attributes are descriptive features which are
used to characterise a product or service. The attributes may be
differentiated on the basis of how directly they are associated with the
performance of the product or service
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73193
QUESTION_TEXT
Explain the various characteristics that affect the consumer
buying behavior?
SCHEME OF
EVALUATION
Influence of cultural factors
Culture
Subculture
Social class
Influence of social factors
Reference group
Family
Role and status
Influence of personal factors
Psychological factors
Motivation
Perception
Selective attention
Selective distortion
Selective retention
Learning
Attitude
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73197
QUESTION_TEXT
Briefly explain the tools and techniques of sales and
promotion.
SCHEME OF
EVALUATION
Sales promotions directed at consumers
3.5M
Sales promotions directed at trade partners 3.5M
Sales promotions directed at sales force 3M
with explanation
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
126182
QUESTION_TEXT
Explain the functions performed by marketing channels.
1.
2.
3.
4.
5.
SCHEME OF EVALUATION
6.
7.
8.
9.
10.
Buying (1 Mark)
Carrying inventory (1 Mark)
Selling (1 Mark)
Transportations (1 Mark)
Financing (1 Mark)
Financing (1 Mark)
Promoting (1 Mark)
Negotiations (1 Mark)
Marketing research (1 Mark)
Servicing (1 Mark)
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.