Goel institute and hiGher studies

BBa
session 2025-2026
seMester iii Year ii

suBject: MarketinG ManaGeMent

FacultY naMe:aMit pratap kushwaha

pYq index
UNIT I
Q.1 Define Marketing. Explain nature, scope, functions and importance of marketing. Also Explain
the difference between marketing and Selling.
Q.2: Explain marketing Mix and its elements. Also explain the factors affecting 4P’s of
marketing. OR Define the concept of segmentation in marketing and explain its
importance. What are the various bases employed by marketers to segment the market?
Q.3 What is meant by marketing planning.? Discuss. OR Explain Marketing Planning What are is
the process of Marketing Planning. Also state its importance.
Q.4 Discuss about Modern Marketing Concepts ORExplain Marketing Strategies And Approaches
that are used to make marketing Successful

UNIT II
Q.1What is consumer Behaviour/ What are the factors influencing consumer behaviour?
Q 2 Explain Buying motives. What are the types of buying motives?
Q.3 Explain the marketing research process. Also discuss the tools and techniques employed in
marketing research OR Which are the critical steps involved in conducting market research
effectively ? Describe each one in brief
Q.4 What is Sales Promotion ? Explain different types of SalesPromotionOR ”Advertising is a
necessary economic evil” in modern marketing concept. Critically examine this statement

UNIT III
Q.1 What is a product? Explain its categories. OR Discuss the nature and scope of product policy
decisions. OR Explain
Q.2 Explain in detail the term 'Product Life Cycle' (PLC). OR Explain the new product
development process.
Q.3 What is the significance of pricing decisions? Explain the factors influencing pricing of a
product OR Describe different pricing strategies that businesses can adopt to market their products
and services. Also discuss the different objectives that pricing strategies may help in achieving
Q.4 Explain the concept of branding. What are different brand types? OR What do you understand
by Packaging. Explain the role/functions of Good Packaging.

UNIT IV
Q.1 Explain the functions of a distribution channel in marketing process. What are the various roles
performed by intermediaries? OR What do you understand by 'Distribution Management'? Explain
the various channels of distribution in detail
Q.2What is sales promotion? Explain objectives and tools of sales promotion OR What factors have
led to the increasing use of sales promotion in marketing ? Explain some of the sales promotion
techniques. OR Explain the promotion mix. What are the factors affecting promotions choice?
Q.3 Explain Integrated marketing Communication. What are its components and tools used in
current scenario? OR What do you understand by service marketing. Explain its importance.
Syllabus
UNIT I

Introductory Concept of marketing, difference between marketing and selling, modern marketing
concept, marketing mix, market segmentation, marketing planning, strategy and approaches.

UNIT II

Consumer Behaviour: Concept of consumer behaviour, buying motives, study of consumer

behaviour and motivational research – its types, nature, scope and role. Method of conducting
marketing research, sales promotion and advertising, factors influencing consumer behavior.

UNIT III

Product Management: Nature and scope of product policy decisions, product-mix, product-line and
product-life cycle, product planning and development, product diversification, product improvement.
Branding and Trade Marks, packaging. Product Pricing-Concept, nature and scope of product
pricing decisions; price policy considerations, objectives and strategies of pricing.

UNIT IV

Distribution Management & Marketing communication, Decisions relating to channels of

distribution management of physical distribution, sales promotion, sales planning and forecasting,
management of sales force, analysis of sales performance and marketing of services, functions of
distribution channel, factors influencing distribution channel, integrated marketing communication.
EXPECTED/PREVIOUS YEAR QUESTIONS

Unit –I

Q1. Define Marketing Management. Explain the importance of marketing management in competitive business landscope.(2024)
Q2. Write a comprehensive note on 'Marketing Mix'. Also critically examine its significance in the ages of Digital
Marketing(2024)
Q3. Define market segmentation. Discuss commonly adopted basis for segmentation.(2018)
Q4.Discuss about Modern Marketing Concepts
Q5. Explain the marketing mix elements and discuss their significance in developing a successful marketing strategy(2023)
Q6. Explain the concept of marketing mix in brief.
Q7.Discuss the benefits/significance of market segmentation.
Q8.What is meant by marketing planning.? Discuss.
Q9. Explain Market Targeting. What are the Target marketing strategies.
Q10. Sales is just the tip of the marketing iceberg. Justify this statement bringing out the difference between sales and marketing.

Unit-II

Q.1: What is consumer Behaviour/ What are the factors influencing consumer behaviour?
Q.2: Discuss how understanding consumer behaviour helps businesses create effective strategies. Provide real-life examples to
illustrate your points.(2023)
Q.3 What do you understand by 'Buying Motives'? Also explain its degree of relationship with consumer behaviour(2024)
Q.4. Explain the marketing research process. Also discuss the tools and techniques employed in marketing research
Q.5 “ Effective marketing is the result of effective marketing research”. Give your comments.
Q.6 ”Advertising is a necessary economic evil” in modern marketing concept. Critically examine this statement.
Q.7 Which are the critical steps involved in conducting market research effectively. Describe each one in brief.(2015)
Q.8 What is Sales Promotion ? Explain different types of SalesPromotion.
Q.9: Explain Trade Sales Promotion and Consumer Sales Promotion in detail and give differences in these
Q. 10 . Discuss the importance of study of consumer behaviour on marketing decisions
Unit-III
1. What is a product? Explain its categories.
2. Discuss the nature and scope of product policy decisions.
3. Describe different pricing strategies that businesses can adopt to market their products and services. Also discuss the different
objectives that pricing strategies may help in achieving.(2023)
4. Explain in detail the term 'Product Life Cycle' (PLC). Also suggest the strategies in its different stages(2024)
5. Explain the new product development process.
6. What is the significance of pricing decisions? Explain the factors influencing pricing of a product.
7. Explain the concept of branding. What are different brand types?
8. Examine the role of packaging in the marketing of products. Discuss how packaging design and functionality impact
consumer buying behaviour(2023)
9. Explain New Product pricing strategies.
10. Differentiate between skimming pricing and penetration pricing. Which pricing policy will you choose in launching a new
product? Why?
Unit-IV
1. Explain the functions of a distribution channel in marketing process. What are the various roles performed by intermediaries
?(2023)
2. What is sales promotion? Explain objectives and tools of sales promotion
3. What factors have led to the increasing use of sales promotion in marketing ? Explain some of the sales promotion
techniques.
4. Explain the promotion mix. What are the factors affecting promotions choice?
5. What do you understand by 'Distribution Management'? Explain the various channels of distribution in detail.(2024)
6. What reasons have contributed towards increasing use of sales promotion by marketers ? Also discuss the various
promotional methods/tools being used in marketing.(2018)
7. Give the importance/benefits of distribution channel.
8. What do you understand by integrated marketing communication?
9. Discuss factors influencing choice of distribution channel.
10. Discuss the significance of integrated market communication in the current competitive marketing scenario.

UNIT – I
Q.1 Define Marketing. Explain nature, scope, functions and importance of marketing. Also Explain the difference between
marketing and Selling.

YOUTUBE LINK: https://youtu.be/fj0sVtpdTYk?si=VJ8lmlRqxFmwfg5g

Q.1(a) Explain Marketing.

Marketing refers to the activities a company undertakes to promote the buying or selling of its products or services.Marketing is
defined by the American Marketing Association as “the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Q.1(b) What is the Nature of Marketing
Marketing Starts and Ends with the Consumer
Marketing creates mutual relationships
Marketing is the delivery of value
Marketing is Strategic Discipline
Marketing is Dynamic and Adaptive
Creates Utilities
Economic Process
Q.1(c) What are the Functions of Marketing?
Marketing Research
Product Planning and Development
Buying, Sellingand Assembling

Standardization, Grading, and Branding
Packaging and Labelling

Storage&Transportation
Financing&Risk Management
Advertising & Salesmanship
Marketing Information
Q.1(d) Discuss the Scope Of Marketing:
Create Awareness

Studies customer’s wants
Product Planning
Advertising
Pricing Policies

Selling&Distribution
Packaging
After-sales services
Collects the feedback
Q.1(e) What is the Difference between Marketing and Selling
Aspect
Selling
Marketing
Orientation Transaction-oriented; focus on selling products. Customer-oriented; focus on understanding and meeting
customer needs.
Starting
Point
Starts with the company's existing products.
Starts with the customer's needs and wants.
Focus
Emphasis on selling and promotional activities. Emphasis on customer satisfaction and value creation.
Duration Short-term
Long-term
Goal
Maximize sales and profit through persuasion.
Satisfy customer needs and build customer loyalty.
Scope
As selling is only a part of the marketing process,
it has a narrow scope and is limited to increasing
the sales volume of an organization.
As marketing also includes selling, it has a wide scope. All the
activities concerned with the identification and satisfaction of the
wants of consumers are covered in marketing.
Emphasis
Strategies such as promotion and persuasion for
selling the product are used in it.
Integrated marketing efforts are used in this area of management
and involve strategies relates to product, price, promotion, and
physical distribution/place

.Q.2: Explain marketing Mix and its elements. Also explain the factors affecting 4P’s of marketing. OR Define the concept of
segmentation in marketing and explain its importance. What are the various bases employed by marketers to segment the
market?

YOTUBE LINK: https://youtu.be/e_24cDCzquw?si=kNlM6nuySq4W1lSi

https://youtu.be/yw543mAFPB0?si=iEejSEGHYKQelDcV

Q.2(a) Define Marketing Mix.

Ans: “Marketing mix” was first introduced by Professor Neil H.Borden, and it was popularized by E.J McCarthy.
The marketing mix is commonly referred to as the tactics a company can use to promote its products or services in the market in order to
influence
consumers to buy. The marketing mix is also known as the 4Ps: product, price, place, and promotion.
Q.2(b) Explain the 4Ps of Marketing

Product: A product is a commodity, produced or built to satisfy the need of an individual or a group. The product can be intangible or
tangible as it can be in the form of services or goods. To effectively market a product or service, it's important to identify what
differentiates it from competing products or services.

Price: The price of the product is basically the amount that a customer pays for to enjoy it. Price is the most critical element of a
marketing plan because it dictates a company’s survival and profit. Adjusting the price of the product, even a little bit has a big impact on
the entire marketing strategy as well as greatly affecting the sales and demand of the product in the market.. Marketing professionals need
to consider costs related to research and development, manufacturing, marketing, and distribution—otherwise known as cost-based
pricing. Pricing based primarily on consumers' perceived quality or value is known as value-based pricing.

Place: We should position and distribute our product in a place that is easily accessible to potential buyers/customers. When determining
areas of distribution, it's important to consider the type of product sold. Place is the consideration of where the product should be
available—in physical stores or online—and how it will be displayed.

Promotion:It is a marketing communication process that helps the company to publicize the product and its features to the public.Most of
the marketers use promotion tactics to promote their product and reach out to the public or the target audience. The promotion might
include direct marketing, advertising, personal branding, sales promotion, etc.
Q.2(c) What are the factors affecting marketing mix?

Q.2(d) Explain Market Segmaentation.

Ans: Market segmentation is the practice of dividing your target market into approachable groups. Market segmentation is the
process of dividing your target market into clearly defined subgroups of consumers who have common characteristics and priorities.
When you identify these segments, you can tailor your marketing strategy so you are better able to meet your customer's wants and needs
Q.2(e) What are the Types of market segmentation?
Demographic segmentation: Demographic segmentation sorts a market by elements such as age, education, household income, marital
status,
family size, race, gender, occupation, and nationality. The demographic approach is one of the simplest and most commonly used types of
market segmentation because the products and services we buy, how we use those products, and how much we are willing to spend on them is
most
often based on demographic factors.
Geographic segmentation: Geographic segmentation can be a subset of demographic segmentation, although it can also be a unique type of
market segmentation in its own right. It creates different target customer groups based on geographical boundaries. Because potential
customers
have needs, preferences, and interests that differ according to their geographies, understanding the climates and geographic regions of customer
groups can help determine where to sell and advertise, as well as where to expand your business.
Firmographic segmentation: Firmographic segmentation explains business target market characteristics and is used to segment business
markets.
In other words: what demographics are to people, firmographics are to businesses. Firmographic segmentation would consider things like
company
size, legal status, number of employees and would illustrate how addressing a small business would differ from addressing an enterprise
corporation.
Behavioural segmentation: Behavioural Segmentation divides markets by behaviours and decision-making patterns such as purchase reason,
consumption, lifestyle and usage. For instance, younger buyers may tend to purchase bottled body wash, while older consumer groups may
lean
towards soap bars.
Psychographic segmentation: Psychographic segmentation divides people into groups based on unobservable aspects of their
psychology, such as their personalities, lifestyle, social status, activities, interests, opinions and attitudes. In other words, it’s a way
of categorizing customers on the basis of how they think, how they consider themselves, and what they aspire their life to be like.

Q.3What is meant by marketing planning.? Discuss. OR Explain Marketing Planning What are is the process of
Marketing Planning. Also state its importance.

YOTUBE LINK: https://youtu.be/4mCOTA5Spe8?si=Ui_1qZjVgPgMWinZ

Q.3(a)Explain Market planning.

Marketing planning is the instrument used to attain the desired marketing objectives through optimum use of limited resources.
Marketing planning involves decision making which makes use of detailed information collected through internal records and
surveys
or market research. It results into detailed and systematic programme of actions to achieve marketing goals and objectives.
Marketing
planning means deciding in advance what to do, when to do, how to do and who will do a particular marketing task. It is a
managerial
function of determining the future course of action of marketing department by assessing marketing environment, internal
environment, past events and establishing a plan for total marketing programme to facilitate execution and control for better
achievement of marketing objectives.
Q.3(b) What is the Marketing Planning Process
1. Situational Analysis
Market Research: Gather data on market trends, customer preferences, and industry developments.

SWOT Analysis: Evaluate strengths, weaknesses, opportunities, and threats to understand the company’s internal and
external environment.
Competitor Analysis: Identify competitors’ strategies, strengths, and weaknesses to carve out a competitive edge.
Customer Analysis: Understand the target audience, their needs, purchasing behavior, and preferences.
2. Setting Marketing Objectives
Objectives should be SMART:

Specific: Clearly define what the business aims to achieve.
Measurable: Ensure objectives can be tracked and evaluated.
Achievable: Set realistic and attainable goals.
Relevant: Align objectives with overall business goals.
Time-Bound: Establish a timeline for achieving goals.
Example objectives include increasing market share, boosting sales, enhancing brand awareness, or entering new markets.
3. Developing Marketing Strategies
A strategy outlines how the objectives will be achieved. This includes:

Segmentation: Divide the market into distinct groups based on demographics, behavior, or needs.
Targeting: Select the most profitable and suitable segments to focus on.
Positioning: Create a unique value proposition to differentiate the product or service from competitors.
4Ps of Marketing Mix play a central role here:
Product: Develop offerings that meet customer needs.
Price: Determine pricing strategies based on value, competition, and cost.
Place: Ensure efficient distribution channels to reach the target audience.
Promotion: Use advertising, sales promotion, and public relations to communicate with customers.
4. Budgeting and Resource Allocation
Allocate resources, including financial, human, and technological, to implement marketing strategies effectively. Create a detailed
budget outlining expected costs for each activity, ensuring alignment with the company’s overall financial plan.
5. Implementation of the Plan
Execution involves turning strategies into actionable tasks. This includes:
Launching campaigns across selected channels.
Engaging with target audiences through advertising, social media, and events.
Monitoring team performance to ensure activities align with goals.
Proper coordination among teams and departments is crucial for successful implementation.
6. Monitoring and Evaluation
Measure the effectiveness of marketing activities using key performance indicators (KPIs), such as:

Sales growth
Customer acquisition cost
Return on investment (ROI)
Website traffic or social media engagement
Regular evaluation helps identify areas of improvement, ensuring the marketing plan remains relevant and effective.
Q.3(c) Discuss the benefits of Marketing Planning.
Clear goals
Targeted audience
Effective strategies
Resource allocation
Adaptability

Q.4 Discuss about Modern Marketing Concepts OR Explain Marketing Strategies And Approaches of marketing.

YOTUBE LINK: https://youtu.be/UyVH0H7ngw4?si=bciNXNeZkkAcZGNh

https://youtu.be/fE7w0Ld0VZ0?si=f9zFe-KDN7IwHcPz

Q.4(a) Explain the Modern Marketing Concepts.

1. The Production Concept:.The production concept assumed that consumers were mostly interested in product availability and price, not
necessarily product features. As a result, companies concentrated on high production, low costs, and mass distribution
2. The Product Concept: This product concept hinges on the belief that people desire high-quality, innovative, and well-designed products. In
this
concept, it is presumed that customers will prefer joining in the best product or service that is available.One of the problems with this type of
thinking
is that marketers may fall in love with a product (known as “marketing myopia”) and may not realize what the market truly wants or needs
3.The Sales Concept. The basic premise of the sales concept was that consumers and businesses need to be “coaxed” into buying, and the aim
of
companies was to sell what they made rather than make what consumers wanted. The perspective of the selling concept maintains that
consumers
need to be persuaded to buy a product or service
4. The Marketing Concept: The marketing concept was built on the premise that an organization will achieve its goals when it satisfies the
needs
and wants of the consumer. As a result, firms began to focus on customer needs before developing products, rather than developing products and
then
trying to “sell” them to consumers. The marketing concept was also the start of relationship marketing— fostering long-term relationships with
customers in order to ensure repeat sales and achieve stable relationships and reduced costs.
5. The Societal Marketing Concept: In a nutshell, the societal marketing concept is simple. Companies make good marketing decisions by
considering not only consumers’ wants and needs but additionally the balance between those wants and needs and the company’s capabilities
and
society’s long-term interests. The concept emphasizes the social responsibilities that companies bear. This means meeting consumers’ and
businesses’
current needs while simultaneously being aware of the environmental impact of marketing decisions on future generations’ ability to meet their
needs.
Q.4(b)Explain Marketing Strategies
A marketing strategy is a comprehensive blueprint that outlines a company's aspirations for achieving its marketing objectives. This
essential roadmap serves as a compass for businesses aiming to effectively advertise their offerings, connect with their idea l audience,
and navigate the ever-changing marketplace. Formulating a successful strategy involves conducting extensive market research,
identifying a target audience, and creating tactics to showcase the brand compellingly. A powerful marketing plan is crucial for
businesses seeking sustainable growth, increased market share, and heightened brand recognition.
Q.4(c) What are the Types of marketing strategies

Cause Marketing

Relationship Marketing

Worth of Mouth Marketing

Paid Marketing

Diversity Marketing

Transactional Marketing

E-Marketing

Undercover Marketing.

Offline Marketing.
Q.4(d)What are the approaches of Marketing?
1. Product or Commodity Approach:Under the commodity approach the focus is placed on the product or it is an approach on the marketing
on
commodity wise basis. In other words, the study relates to the flow of a certain commodity and its movement from the original producer right up
to
the ultimate customer. The subject-matter, under this study, is commodity.The system claims that it is simple and gives good result over the
marketing
of each product; description study is possible. But at the same time this approach is time-consuming and repetitive process which is a drawback.
2. Institutional Approach:In the institutional approach, the focus is on the study of institutions- middlemen, wholesalers, retailers, importers,
exporters, agencies, warehousing etc., engaged in the marketing during the movement of goods. The approach is also known as middlemen
approach.
Here, emphasis is given to understand and analyses the functions of institutions, who are discharging their marketing functions. This system pays
attention to the problems and functions of marketing institutions-transporting, banks and financial institutions, warehousing, advertising,
insurance
etc.
3. Functional Approach:The functional approach gives importance on the various functions of marketing. In other words, one concentrates
attention
on the specialized services or functions performed by marketers. In this approach, marketing splits into many functions-buying, selling, pricing,
standardization, storage, transportation, advertising, packing etc. This may be studied one after another. Here each function is studied in detail in
order to understand it and analyses the nature, need and importance of each function.
4. Management Approach:This approach is the latest and scientific. It concentrates upon the activities or marketing functions and focuses on
the
role of decision-making at the level of firm. This approach is mainly concerned with how managers handle specific problems and situations. It
aims
through evaluation of current market practices to achieve specific marketing objectives.Generally there are two factors-controllable and
uncontrollable, which are more concerned with the decision-making. Managerial or decision-making approach emphasizes on the practical
aspects of
marketing, but ignores the theoretical aspects of marketing. At the same time, this approach, provides an overall information of the entire
business.
5. System Approach:The system approach can be defined as “a set of objects together with the relationships among them and their attributes.”
Systems focus on interrelations and interconnections among the functions of marketing. The system examines marketing connections (linkage)
inside
as well as outside the firm. Inside the firm there is a co-ordination of business activities-engineering, production, marketing, price etc.Here, the
aim is
to secure profit through customer-satisfaction. Markets can be understood only through the study of marketing information.
6. Societal Approach:This approach has been originated recently. The marketing process is regarded as a means by which society meets its own
consumption needs. This system gives no importance as to how the business meets the consumer’s needs. Therefore, attention is paid to
ecological
factors (sociological, cultural, legal etc.) and marketing decisions and their impact on the society’s well-being.
7. Legal Approach:This approach emphasizes only one aspect i.e., transfer of ownership to buyer: It explains the regulatory aspect of marketing.
In
India, the marketing activities are largely controlled by Sales of Goods Act, Carrier Act etc
8. Economic Approach: This approach deals with only the problems of supply, demand and price. These are important from the economic point
of
view, but fail to give a clear idea of marketing

.UNIT- II
Q.1What is consumer Behaviour/ What are the factors influencing consumer behaviour?

YOUTUBE LINK: https://youtu.be/XYfc9-HjXBs?si=arcqev-Sgt7-oosq

Q.1(a) What is the Meaning of Consumer Behavior?

Consumer behavior is the actions and decisions that people or households make when they choose, buy, use, and dispose of a
product
or service. Many psychological, sociological, and cultural elements play a role in how consumers engage with the market.
Marketers
can develop effective marketing strategies that target the right consumers with the right message at the right time by
understanding
consumer behavior.
Q.1(b) What are the Types of Consumer Behavior for effective marketing strategies
•
Complex buying behavior: When customers are actively involved in the purchasing decision process and are aware of the
significant differences between the various brands, this happens.
•
Dissonance-reducing buying behavior: This type of behavior happens when people make expensive or risky purchases and
then feel uncomfortable or confused about their decision. Consumers may seek reassurance, information, or feedback from
others to reduce confusion.
•
Habitual buying behavior: This happens when customers make purchases with minimal decision-making and marketing
efforts or information search
•
Variety-seeking buying behavior: This type of behavior happens when customers are not deeply involved in the purchase
decisions but seek variety or uniqueness in their purchases. They may most often change brands or products to satisfy their
curiosity or need for variety.
Q.1(c) Discuss the importance of studying consumer behvavior.
Marketers can understand the expectation of the consumers
Kind of products liked by the consumers
In order to find success for the existing as well as launching of newproducts
Application of Marketing efforts according to the taste and preferences of the consumers.
To create and retain the existing customers
Q.1(d) Explain the Factors Affecting Consumer Behavior.
1. Psychological Factors : Human psychology is a major determinant of consumer behaviour. These factors are difficult to
measure
but are powerful enough to influence a buying decision.
Motivation
Perception
Learning
Attitudes and Beliefs
2. Social Factors: Humans try to imitate other humans and also wish to be socially accepted in the society. Hence their buying
behavior is influenced by other people around them. These factors are considered as social factors.
Family
ii. Reference Groups
iii. Roles and status
3. Cultural factors : A group of people is associated with a set of values and ideologies that belong to a particular community.
When
a person comes from a particular community, his/her behavior is highly influenced by the culture relating to that particular
community. Some of the cultural factors are:
Culture
ii. Subculture
iii. Social Class
4. Personal Factors:Factors that are personal to the consumers influence their buying behavior. These personal factors differ
from
person to person, thereby producing different perceptions and consumer behavior. Some of the personal factors are:
Age
Income
Occupation
Lifestyle
5. Economic Factors : The consumer buying habits and decisions greatly depend on the economic situation of a country or a
market.
When a nation is prosperous, the economy is strong, which leads to the greater money supply in the market and higher purchasing
power for consumersEconomic factors bear a significant influence on the buying decision of a consumer. Some of the important
economic factors are:
i. Personal Income
ii. Family Income
iii. Consumer Credit
iv. Liquid Assets
v. Savings

Q 2 Explain Buying motives. What are the types of buying motives?

YOUTUBE LINK: https://youtu.be/XYfc9-HjXBs?si=arcqev-Sgt7-oosq

Q.2(a)Define Buying motives.

In the words of D. J. Durdian, “Buying motives are those influences or considerations which provide the impulse to buy, induce
action or determine choice in the purchase of goods and services.”
Q.2(b) Explain different types of buying motives
Physical, Psychological and Sociological Buying Motives: The physiological buying motives are related to the satisfaction of
basic
human needs for subsistence such as satisfaction of the needs for food, shelter and clothes, and security. The psychological buying
motives relates to the need for prestige or self-preservation, etc. The sociological buying motives are related to the motives that
exist
at present and is expected in all the social situations.
Acquired and Inherent Buying Motives: The acquired buying motives are learned motives and are influenced by the
environment
factors. Such motives are related to socioeconomic conditions and the level of education. The inherent buying motives are present
in
a person from his birth. It belongs to basic human instincts whereas the acquired buying motives are concerned with the
environment
Primary and Selective Buying Motives:Theprimary buying motives increase the general demands for products and not the
specific
demands for a specified product/brand. The demands for radios, TVs, cars, motorcycles, etc. fall under this category of primary
motives. The selectivebuying motives influence for the purchase of specific brands, for instance, the demands for Bajaj’s Chetak
Scooter, Onida TV, Philips Radios, etc.
Conscious and Dormant Buying Motives:The conscious buying motives influence the satisfaction of presently existing needs
of a
customer. The dormant buying motives are related with satisfaction of those needs which are created by the marketing functions.
A
consumer does not possess the knowledge of such needs without the persuasion of marketing activities.
Rational and Emotional Buying Motives:Rational Buying motive means that the customer analyzes and decides practically
what is
best for him and the decision is not influenced by his emotions. Emotional buying motives influence a person to purchase certain
goods or services not because of its rationality, but because of his emotion.
Product and Patronage Buying Motives:Product buying motives motivates a person towards purchasing a special products.
This
motive is a generated by the physicaland psychological features of the product, such as design, color, size, package, quality, price
etc. Patronage motive influences a person to purchase the products of a specific seller, dealer or a producer.
Q.2(c) What are the 5 roles’ people play in a buying decision?
Initiator: A person who first suggests the idea of buying the particular product or service.
Influencer: A person whose view or advice influences the decision.
Decider: A person who decides on any component of a buying decision; whether to buy, what to buy, how to buy, or where to
buy
Buyer: The person who makes the actual purchase.
User: A person who consumes or uses the product or service.
Q.2(d) State the process of buyers decision making.
The buyer decision process consists of the following steps:
Stage 1: Needs recognition:It is the first stage of the buying process where the consumer recognizes a problem or a requirement
that
needs to be fulfilled. The requirements can be generated either by internal stimuli or external stimuli. In this stage, the marketer
should
study and understand the consumers to find out what kinds of needs arise, what brought them about, and how they led the
consumer
towards a particular product.
Stage 2: Information Search:In this stage, the consumer seeks more information. The consumer can obtain information from any
of
the several sources. This include personal sources (family, friends, neighbors, and acquaintances), industrial sources (advertising,
sales
people, dealers, packaging), public sources (mass media, consumer-rating and organization), and experiential sources (handling,
examining, using the product). The relative influence of these information sources varies with the product and the buyer.
Stage 3: Evaluation of Alternatives :In this stage, the consumer uses information to evaluate alternative brands from different
alternatives. In some cases, consumers use logical thinking, whereas in other cases, consumers do little or no evaluating; instead
they
buy on aspiration and rely on intuition.
Stage 4: Purchase Decision:In this stage, the consumer actually buys the product. Generally, a consumer will buy the most
favorite
brand, but there can be two factors, i.e., purchase intentions and purchase decision. The first factor is the attitude of others and the
second is unforeseen situational factors. The consumer may form a purchase intention based on factors such as usual income,
usual
price, and usual product benefits.
Stage 5: Post-Purchase Behavior:In this stage, the consumers take further steps after purchase based on their satisfaction and
dissatisfaction. The satisfaction and dissatisfaction depend on the relationship between consumer's expectations and the product's
performance. If a product is short of expectations, the consumer is disappointed. On the other hand, if it meets their expectations,
the
consumer is satisfied. And if it exceeds their expectations, the consumer is delighted.

Q.3 Explain the marketing research process. Also discuss the tools and techniques employed in marketing research OR
Which are the critical steps involved in conducting market research effectively ? Describe each one in brief.
YOUTUBE LINK: https://youtu.be/-NTHXw8aAYo?si=-bMyQd7Eb49moTgq

Q.3(a) Define marketing research.

Market research is a technique that is used to collect data on any aspect that you want to know to be later able to interpret it and, in
the
end, make use of it for correct decision-making. The primary purpose of conducting market research is to understand or examine
the
market associated with a particular product or service to decide how theaudiencewill react to a product or service. The information
obtained from conducting market research can be used to tailor marketing/ advertising activities or determine consumers’ feature
priorities/service requirement (if any).
Q.3(b) State the Importance of Marketing research.
Maintain a Customer-Centric Approach
Connect With Your Audience More Effectively
Identify Opportunities for Growth
Reduce Risks by Testing Concepts
Make More Informed Decisions
Compete More Effectively

Stay on Top of Trends
Q.3(c) Discuss the Types Of Marketing research.
Primary research: Primary research is research that you collect yourself but going directly to the target market through a range
of
methods. Because it is data you create, you own the data set.Two types of results —exploratory information (determines the
nature
of a problem that hasn’t yet been clearly defined) and conclusive information (carried out to solve a problem that exploratory
research identified) — from participants are collected as raw data and then analyzed to gather insights from trends and
comparisons.
It comprises of Focus groups, one to one interviews, surveys.
Secondary research: Secondary research is the use of data that has previously been collected, analyzed and published (and
therefore you do not own this data). It can also include paid for research from research journals, education institutions, and
commercial sources like newspapers.
Qualitative research: Qualitative market research is the collection of primary or secondary data that is non-numerical in nature,
and
therefore hard to measure. This kind of market research is used to summaries and infer, rather than pin-points an exact truth held
by
a target market
Quantitative research :Quantitative research is the collection of primary or secondary data that is numerical in nature, and so
can
be collected more easily. Researchers collect this market research type because it can provide historical benchmarking, based on
facts and figures evidence.
Branding research: Branding market research assists a company to create, manage and maintain the company brand. This can
relate
to the tone, branding, images, values or identity of the company. Additional areas for brand research is also around brand loyalty
,brand perception, brand positioning, brand value and brand identity .
Customer research:Customer market research looks at the key influences on your target customers and how your company can
make changes to encourage sales. The aim of this research is to know your customer inside out, and continuously learn about how
they interact with the company.
Competitor research: Competitor market research is about knowing who your competition is and understanding their strengths
and
weaknesses, in comparison to your organization. The aim of this research is to find ways to make your organization stand out and
future planning through horizon scanning and listening to customer preferences.
Product research: Product market research is a key way to make sure your products and services are fit for launching in the
market,
and are performing as well as they can. The aim of this research is to see how your product is perceived by customers, if they are
providing value and working correctly.
Q.3(d) What are the methods of conducting Market Research?
Q.4 What is Sales Promotion ? Explain different types of Sales Promotion OR ”Advertising is a necessary economic evil” in modern
marketing concept. Critically examine this statement

YOUTUBE LINK: https://youtu.be/2xAfZbHPslM?si=1sk3v9tgfNAOfms5

https://youtu.be/xChUXz8KV10?si=BqSGdRKSSeP0a8gj

Q.4(a) Define Sales Promotion

Sales Promotion can be termed as a process that drives short-term promotions to increase the demand and the subsequent sales for the said
product.
The sales promotions are designed to target and improve purchasing behaviour in order to achieve certain goals. The sales promotions are
primarily
implemented for Launching a new product in the market, Boost the sales in the short-term, Get more customers for a product, Drive sales for the
existing stock.
Q.4(b) Explain different Types of Sales Promotion?
Customer Sales Promotion
•
Free Samples & Free Gifts.
•
Bulk Purchase Deals
•
Shipping Schemes: (lower shipping price).
•
Discount Coupons.
•
Finance Schemes: EMI, low-interest EMI
•
Exchange Schemes:
Trade Sales Promotion: At times when the promotions are organized by keeping the dealers and traders in mind, the process is called trade
sales promotion. It is a technique to indirectly increase sales by encouraging the traders/ dealers to sell more of your products in comparison to
those of your competitors. Let’s look at the details:
•
Point Of Purchase Displays: It is about offering the traders a free point of purchase (POP) display to boost their sales.
•
Trade Deals: The trade deals are the concessions or discounts given to the traders in order to motivate them to put your product ahead of
the other products on the shelf for sale.
•
Trade Shows: Trade shows are the place where people visit in thousands and therefore, provide an excellent platform to bring out a new
product or display all the other products.
•
Deal Loaders: This refers to the situation when you offer gifts when they order a specific amount or quantity of goods from you. This is
another way of encouraging them to highlight your product and sell it faster than the competitors’.
•
Push Money: This refers to paying an extra amount to the traders to persuade them to meet the goals of selling the products.
Q.4(e) Define Advertising
Advertising is the concept of communicating a message about products and services to a customer so that the customer can understand the
offering
along with its features, uniqueness, price, offer, benefits and value to get convinced about making a purchase
Q.4(f) What are the advantages and disadvantages of Advertising
Advantages of Advertising
It helps marketers to reach out to make people by creating awareness.
It promotes the value and utility of the brand to customers
Good advertisements help build a strong community and induce brand loyalty
Companies who focus on advertising are also perceived as big brands, which pushes
customers to believe that products and services are also good
Disadvantages of Advertising
It means that the company has to do a lot of spending
Extremely time consuming process
Only advertising cannot help build a good business. Unless the
product, services and customer service are good, promotion can
only bring in customers but cannot retain them.
Q.4(f) Explain the Methods of Advertising.
Traditional Methods of Advertising
Broadcast advertising: Television ads and radio ads are media advertising formats known as broadcast advertising. Though satellite
television
allows many consumers to skip over traditional TV ads, companies still reach viewers through pop-up ads that appear during programming.
Direct mail advertising: Brochures, flyers, and other forms of printed materials sent in the mail are all forms of direct mail advertising.
Outdoor advertising: Billboards and advertisements on public transportation are forms of outdoor advertising.
Print advertising: While some companies create printed advertisements like flyers or brochures, the term “print advertising” refers to print
media
ads like newspaper advertisements and magazine ads.
Product placement advertising: Marketing plans can include product placement advertising, which involves embedding goods or services in
feature films or television programs.
Word-of-mouth: A low-cost means of reaching customers without an ad campaign, word-ofmouth advertising relies on consumers telling
friends
and family about their positive experiences with a company’s goods or services.
Digital Advertising: 7 Types of Advertising on Digital Platforms
Display advertising: With this digital marketing strategy, companies create pop-up ads and banner ads on websites to reach new audiences.
These
ads feature a clear call to action (or CTA) that prompts users to click through to your website.
Mobile advertising: Any mobile device with internet connectivity, such as a smartphone or tablet, is a conduit for mobile advertising,
allowing
you to reach potential customers through digital advertising methods on apps.
Native advertising:. Advertisers and the websites that host native ads find this approach effective, as it allows for a more intuitive experience
for
users and avoids breaking up the flow of content with display ads.
Paid search advertising: Also known as pay-per-click or PPC advertising, paid search advertising is a form of digital advertising that allows
companies to bid on specific keywords relevant to their goods and services. This paid tactic complements organic searchengine
optimization(SEO)
efforts.
Podcast advertising: Podcasts can help you reach a more targeted audience than advertising on radio stations. Podcast hosts typically read the
ad
copy, which often includes a discount for potential customers who hear the podcast.
Social media advertising: Social media platforms gather demographic information that lets advertisers target specific audiences, allowing you
to
create cost-effective ad campaigns. You can also tap the online following of social media celebrities through influencer ads.
Video advertising: Some sites require users to play video ads before engaging with other content, guaranteeing a certain number of views.
UNIT- III
Q.1 What is a product? Explain its categories. OR Discuss the nature and scope of product policy decisions. OR Explain
Product Mix and discuss its strategies.

YOUTUBE LINK: https://youtu.be/WAHqO69QSAY?si=XXqCgdhN35Y3Hrqd

Q.1(a) Define Product.

A product can be defined as a collection of physical, service and symbolic attributes which yield satisfaction or benefits to a user or
buyer. A product is a combination of physical attributes say, size and shape; and subjective attributes say image or "quality". A customer
purchases on both dimensions According to Jobber (2004), “ A product is anything that has the ability to satisfy a consumer need.”
Q.1(b) Explain different categories of product.
i) Local Products - seen as only suitable in one single market.
ii) International Products - seen as having extension potential into other markets.
iii) Multinational Products - products adapted to the perceived unique characteristics of national markets.
iv) Global Products - products designed to meet global segments.-
(1) Consumer Product : “Product bought by final consumer for personal consumption”. Consumer products divided into four classes.
i) Convenience Product:-Consumer product that the customer usually buys frequently, immediately, and with a minimum of comparison
and buying effort .Staples Products are those product that consumers buy on a regular basis, such as ketchup, tooth path etc., Impulse
products are those product that purchased with little planning or search effort, such as Candy bar, and magazine, Emergency product is
those when consumer need is urgent, e.g. umbrellas during a rainstorm etc.
ii) Shopping Product:-Consumer good that the consumer, in the process of selection and purchase, characteristically compares as such
bases as suitability, quality, price, and style. Example: Furniture, clothing, used cars, major appliances and hotel and motel services.
iii) Specialty Products:-Consumer product with unique characteristics or brand identification for which a significant group of buyers is
willing to make a special purchase effort. e.g. Specific brands and types of cars, high-priced photographic equipment etc.
iv)Unsought Products:-Unsought products are consumer products that the consumer either does not knows about or knows about but
does not normally think of buying. E.g. Life Insurance and blood donations to the Red Cross
(2). Industrial Goods It is meant for use in the production of other goods or for some business or institutional purposes. Industrial goods
are classified into four- production facilities and equipments, production materials, production supplies and management materials.
Q.1(c) Explain different types of Product Decisions.
I) Individual product decision:
a) Product attribute: it consists of the quality, feature, style and design of the product.
b) Product branding: The product must have its own unique brand name. Only then the customer will be able to differentiate the product from
the
other products. Brand name also helps the marketers in promoting the product and making consumer brand conscious.
c) Product packaging: Packaging means the outer cover which contains the product.
d) Product labeling: Labeling on the product is very essential as it gives the consumer information regarding the manufacturer’s name, place,
date of
manufacturing, expiry date, calories, carbohydrates, nutritional value etc.
e) Product support services: These are the services which are provided to the customer after selling the product to the customer like after sale
services, installation etc.
II) Product line decision: product line means group of product which are closely related to each other. There are two ways of adding the
product.
a) Product line stretching: It means adding a new product by stretching the product line by upward, downward or both ways.
b) Product line filling: It means when the company add a new product within existing range of products.
III) Product mix decision: it means total products produced and sold by the company. Like amul produces, milk, milk powder, ghee, butter,
cheese
spread etc. product mix includes:
a) Product mix width: It means how many products the company is offering. Like tea, butter, cheese etc.
b) Product mix length: It means no. of items in each product line. Like 5 kind of shampoo, 7 kind of washing powder etc.
c) Product depth: It refers to different items in each product line. Like a company is offering different kind of soap eg. X, y, z. etc.
d) Product consistency: Refers to how closely related the various products in end use.
IV) Product positioning decision: it the way by which the marketer communicate the information of the product to the prospective buyer. It can
be
done on the bases of price or size or usage of the product.
Q.1(d) Explain Product mix.
A product mix is the total number of product lines and individual products or services offered by a company. Additionally referred to as product
assortment or product portfolio. Product mixes vary from company to company. Some have multiple product lines with lots of products in each
line.
Q.1(e) Discuss different strategies used in Product Mix.
Expansion: A company adds new product lines or variants to its product mix. This strategy is used when a company wants to diversify its
offerings, target new market segments, or increase sales volume.
Contraction: Also known as product line pruning, this strategy involves reducing the number of products or product lines. Companies use this
when certain products become unprofitable or when they want to focus on their core products.
Product Modification: Company makes improvements or changes to existing products, such as adding new features, improving quality, or
updating design. This strategy helps keep products competitive and relevant in the market.
Diversification: Company enters new markets or introduces entirely new product categories. It can be related or unrelated diversification,
depending on whether the new products are similar or different from the existing lines.
Product Differentiation: This strategy focuses on making a product stand out from competitors’ offerings by highlighting its unique features,
branding, or design. It aims to create a competitive advantage and attract specific customer segments.
Trading Up (Upward Stretching): Company adds higher-end, more premium products to its product line to target more affluent customers.
This
strategy helps elevate the brand and capture a more profitable segment of the market.
Trading Down (Downward Stretching):Company introduces lower-priced products to appeal to a broader audience or to compete with
lower
cost competitors. This can help companies gain market share in a more price-sensitive segment.
Line Filling: Company adds new products within its existing range to fill gaps in the product line. This prevents competitors from exploiting
these
gaps and helps the company meet customer demands more effectively.
Product Line Extension: This involves expanding a particular product line by adding more variants, such as different sizes, flavors, or
features. It
helps attract different customer preferences within the same product line.
Cannibalization Management: This strategy ensures that new products introduced do not negatively affect the sales of the company’s
existing
products. Companies need to carefully manage product mix to avoid overlap and sales losses.

Q.2 Explain in detail the term 'Product Life Cycle' (PLC). OR Explain the new product development process.

YOUTUBE LINK: https://youtu.be/CUtsYPGydKk?si=ulIM9LHLnxs78a6f

https://youtu.be/GL2UxjDlUb0?si=BPkZdmcpAG2Fo42J

Q.2(a) Explain Product life cycle

The Product Life Cycle (PLC) defines the stages that a product moves through in the marketplace as it enters, becomes established,
and exits the marketplace. In other words, the product life cycle describes the stages that a product is likely to experience. It is a
useful
tool for managers to help them analyze and develop strategies for their products as they enter and exit each stage.
Q.2(b) Explain the stages of Product life cycle.
1. Introduction Stage: When a product first launches, sales will typically be low and grow slowly. In this stage, company profit
is
small (if any) as the product is new and untested. The introduction stage requires significant marketing efforts, as customers may
be
unwilling or unlikely to test the product. There are no benefits from economies of scale, as production capacity is not maximized.
The
underlying goal in the introduction stage is to gain widespread product recognition and stimulate trials of the product by
consumers.
Marketing efforts should be focused on the customer base of innovators – those most likely to buy a new product. There are two
price
setting strategies in the introduction stage:
Price skimming: Charging an initially high price and gradually reducing (“skimming”) the price as the market grows.
Price penetration: Establishing a low price to quickly enter the marketplace and capture market share, before increasing prices
relative to market growth.
2. Growth Stage: If the product continues to thrive and meet market needs, the product will enter the growth stage. In the growth
stage, sales revenue usually grows exponentially from the take-off point. Economies of scale are realized as sales revenues
increase
faster than costs and production reaches capacity. Competition in the growth stage is often fierce, as competitors introduce similar
products. In the growth stage, the market grows, competition intensifies, sales rise, and the number of customers increases. Price
undercutting in the growth stage tends to be rare, as companies in this stage can increase their sales by attracting new customers to
their product offerings.
3. Maturity Stage: Eventually, the market grows to capacity, and sales growth of the product declines. In this stage, price
undercutting
and increased promotional efforts are common as companies try to capture customers from competitors. Due to fierce competition,
weaker competitors will eventually exit the marketplace – the shake-out. The strongest players in the market remain to saturate
and
dominate the stable market. The biggest challenge in the maturity stage is trying to maintain profitability and prevent sales from
declining. Retaining customer brand loyalty is key in the maturity stage. In addition, to re-innovate itself, companies typically
employ
strategies such as market development, product development, or marketing innovation to ensure that the product remains
successful
and stays in the maturity stage.
4. Decline Stage: In the decline stage, sales of the product start to fall and profitability decreases. This is primarily due to the
market
entry of other innovative or substitute products that satisfy customer needs better than the current product. There are several
strategies
that can be employed in the decline stage, for example:
Reduce marketing efforts and attempt to maximize the life of the product for as long as possible (called milking or
harvesting).

Slowly reducing distribution channels and pulling the product from underperforming geographic areas. Such a strategy
allows the company to pull the product out and attempt to introduce a replacement product.

Selling the product to a niche operator or subcontractor.
Q.2(c) Explain the new product development process.
1. Idea Generation: Idea generation refers to brainstorming new product ideas or strategies to innovate an existing product. The
different internal and external sources through which a company generates ideas for a new product are customers, distributors,
suppliers, competitors, etc.
2. Idea Screening:. This stage involves screening and reviewing all of the ideas generated in the first step and selecting only those
with the best probability of success. Many factors are kept in mind while deciding which ideas to accept and which to reject.
3. Concept Development and Testing: After all the ideas pass through the stage of idea screening, these ideas are evolved into
concepts. A product concept is a detailed version of the product idea and contains a precise explanation of the ideaOnce the
concepts are generated, they are tested within a select group of consumers. Concept testing is a great technique for validating
product ideas with users before committing time and resources to develop them
4. Marketing Strategy Development: Once a concept is selected and well-validated, it is essential to develop a preliminary
marketing strategy to launch the product to the market based on the product concept and assess the worth of the product from a
business point of view. The marketing strategy helps in deciding pricing, positioning, and promoting the product
5. Business Analysis: Once the marketing strategy has been developed it is important to assess the worth of the product from a
business point of view. An assessment of the sales projections, estimated expenses, and anticipated profits are included in
the business analysis. And, If they meet the goals of the company, the product can proceed to the product development stage.
6. Product Development: In this stage, the R&D or engineering department converts a product concept into a physical product.
This step involves a huge jump in investment as it shows whether or not the product idea can be turned into a workable product.
7. Test Marketing: test marketing lets the organisation test its product and its marketing program including targeting, positioning
strategy, distribution, advertising, branding, pricing, packaging, and budget levels.
8. Product Launch/ Commercialization: At the final stage, companies are now prepared to launch the new product onto the
market. For a successful launch, a company must ensure that the product, marketing, sales, and support teams are well-placed and
should keep good track of its performance. Companies must frequently monitor and evaluate the success of the product launch and
make modifications if it fails to accomplish the expected goals.

Q.3 What is the significance of pricing decisions? Explain the factors influencing pricing of a product OR Describe different pricing
strategies that businesses can adopt to market their products and services. Also discuss the different objectives that pricing strategies
may
help in achieving
YOTUBE LINK: https://youtu.be/jnaFIC6YrJw?si=UnPFYcKx4j807ADz
Q.3(a)What do you understand by pricing?
“Price is the amount of money or goods for which a thing is bought or sold”. The price of a product may be seen as a financial expression of the
value
of that product
Q.3(b) Discuss the factors influencing pricing policies
(I) Internal factors
i) Marketing objectives: the marketing objective of the product must be kept in mind before setting the price of the product, the product is for
high
class, middle class or lower class.
ii) Marketing mix: one of the key elements of marketing mix is price. Other elements of marketing mix also affect the pricing decision. So the
marketer must keep in mind the marketing mix while setting the price.
iii) Cost: A company must keep in mind both fixed as well as variable cost while setting the price.
iv) Organizational set up: price of the product is decided by organizational set up. In large scale organizations the price is decided by the
product
manager while in the small organization the price is decided by the top management.
(II)External factors
i) Market and demand: cost of the product is the lower limit of the price. While the market and demand set the upper limit of the product. So
the
marketer must keep in mind the relationship between cost price and market & demand of the product.
ii) Competition: competition affects the pricing decision of the product. The marketer must have knowledge about the activities of the
competitor.
For this sometime the companies go for price leadership, while other goes for low pricing decision to wipe off the competition from the market.
iii) Other environmental factors: the other environmental factors also affect the pricing decisions like:
a) Economic conditions of the country like inflation, deflation, boom, recession etc. affect the pricing policy.
b)Consumer thinking about the product.
c) Distribution channel also affects the pricing policy.
d) Government policies also have an effect on the price of the product.
Q.3(c) Explain different types of Pricing Strategies.
1. Cost-Based Pricing: Cost-based pricing involves setting prices based on the costs of producing a product or service, with a markup added
for
profit. This strategy ensures that a business covers its expenses and achieves a desired level of profitability. It’s straightforward and easy to
calculate
but may not always consider market conditions or customer demand.
2. Penetration Pricing: Penetration pricing is used when a company aims to enter a new market or increase its market share quickly. This
strategy
involves setting low prices initially to attract customers, generate interest, and build brand recognition. After gaining a sufficient market share,
the
company may gradually raise prices.
3. Price Skimming: Price skimming is a strategy where businesses set high prices for a new or innovative product, targeting customers willing
to
pay a premium. Over time, prices are gradually lowered to attract more price-sensitive customers. This approach allows businesses to maximize
profit from early adopters before reducing prices to capture a broader market.
4. Psychological Pricing: Psychological pricing takes advantage of consumer psychology to influence purchasing decisions. This strategy often
uses pricing techniques like “charm pricing” (e.g., RS.99 instead of Rs.100) to create the perception of a better deal. It can also involve premium
pricing to position a product as high-quality or exclusive.
5. Dynamic Pricing: Dynamic pricing involves adjusting prices in real time based on factors like demand, competition, or seasonality. This
strategy
is commonly used in industries like airlines, hospitality, and ride-sharing services, where prices fluctuate depending on market conditions.
6. Bundle Pricing: Bundle pricing is the strategy of offering multiple products or services together at a lower price than if they were purchased
individually. This encourages customers to buy more items while perceiving a better value. It is often used in both consumer goods and services
industries.
7. Value-Based Pricing: Value-based pricing is centered around setting prices based on the perceived value to the customer rather than the
cost of
production. This strategy requires businesses to understand their customers’ needs and how much they are willing to pay for the product’s
benefits,
features, or unique qualities.
8. Competitive Pricing: Competitive pricing involves setting prices in line with competitors in the market. This strategy can either match, beat,
or
slightly exceed the competition’s prices based on a company’s positioning. It works best in markets with many similar products where price
competition is high.
Q.3(d) What are the objectives of Pricing Strategies?
1. Profit Maximization: One of the primary objectives of pricing is to maximize profits. Profit maximization involves setting prices at levels
that
ensure the business generates the highest possible margin, given the costs of production and operational expenses. This can be achieved through
high
pricing or adjusting prices to match demand elasticity.
2. Market Penetration: The goal of market penetration pricing is to attract customers quickly and gain a significant market share. This
strategy
involves setting a low price to encourage widespread adoption and stimulate demand. Once the product gains enough market presence, prices
may be
increased to maintain profitability.
3. Survival: Survival pricing is typically used by companies during economic downturns or periods of intense competition when the priority
shifts
from maximizing profits to simply covering costs and remaining in business. This strategy helps businesses continue to operate while
minimizing
losses. It may also involve reducing prices to maintain sales volume, even at the expense of profitability.
4. Competitive Advantage: Pricing can be used to create a competitive advantage in the marketplace. Companies can set prices lower than
their
competitors to attract price-sensitive customers or offer additional value, such as enhanced product features or better service, at competitive
prices.
The aim is to outperform competitors and establish a dominant position in the market.
5. Price Stability: Price stability is an important objective for businesses aiming to maintain a steady pricing structure over time. This helps
customers build trust in the brand and prevents market confusion. Stability in pricing also allows companies to forecast revenues and manage
production costs effectively.
6. Product Quality Perception: Pricing is often used to convey the perceived quality of a product or service. A higher price can signal
premium
quality, exclusivity, or superior features, while a lower price may suggest an economy or budget-friendly option. By setting prices in accordance
with
customers’ perceptions of value, businesses can position their products in the desired market segment.
7. Skimming the Market: Price skimming is an objective used to maximize short-term profits by setting high prices for new or innovative
products.
The idea is to target early adopters who are willing to pay a premium for a new product. Once these customers are served, the company lowers
the
price to attract more price-sensitive buyers.
8. Customer Satisfaction and Loyalty: Pricing can also be geared toward achieving customer satisfaction and loyalty. A company might
lower
prices, offer discounts, or provide added value in the form of bundles or loyalty programs to foster customer retention. Satisfied customers are
more
likely to return and recommend the product or service to others.

Q.4 Explain the concept of branding. What are different brand types? OR What do you understand by Packaging. Explain
the role/functions of Good Packaging.

YOUTUBE LINK: 1. https://youtu.be/fwsu2B8T7xU?si=Q5h4CHjax_DFSdze 2. https://youtu.be/HqfFnqusctw?si=YNI5VN6JfDGPcLiX

Q.4(a) Explain Branding

Branding means giving a name to the product by which it could become known and familiar among the public. When a brand name is registered
and
legalised, it becomes a Trade mark. All trade marks are brands but all brands are not trade marks. Brand , brand name, brand mark, trade mark,
copy
right are collectively known as the language of branding.
Q.4(b) State the Significance of Branding.

Creates a Unique Identity

Builds Customer Trust and Loyalty

Facilitates Customer Recognition

.Supports Marketing and Advertising Efforts

Emotional Connection with Customers

Allows Premium Pricing

Helps Business Expansion
Q.3(c) Explain different types of brands.
1.Manufacturer Brands: These are developed and owned by the producers, who are usually involved with distribution, promotion and pricing
decisions for the brands.
2. Generic Brands: It indicates only the product category and do not includes the company
3. Dealer Brands: These are brands initiated and owned by wholesalers or retailers.
4. Family Brands: A single brand name for the whole line closely related items.
5. Licensed Brands: It involves licensing of trade marks.
6.Co-Brands: It uses two individual brands on a single product.
7.Individual Brands: Each product has a special brand name such as surf etc.
Q.3(d) Explain different types of Branding.
1. Corporate Branding: Corporate branding focuses on the overall image of a company rather than individual products or services. It aims to
create
a strong, cohesive identity for the company as a whole.
2. Product Branding: Product branding involves creating a distinct identity for a specific product. This is one of the most common forms of
branding, where the focus is on differentiating one product from its competitors
3. Service Branding: Service branding focuses on promoting the intangible services a company offers. This form of branding is especially
important
for businesses in sectors like hospitality, healthcare, and consulting.
4. Personal Branding: Personal branding refers to building an identity around an individual rather than a company. This is common among
celebrities, influencers, entrepreneurs, and professionals who seek to cultivate their image to attract followers, clients, or career opportunities.
Personal branding helps individuals stand out in competitive industries.
5. Retail Branding: Retail branding is the process of building a brand identity for stores or chains. It focuses on the shopping experience,
atmosphere, and customer service, not just the products being sold..
6. Geographic Branding: Geographic branding associates a product or service with a specific location. This type of branding is used to promote
regions, cities, or countries for tourism, products, or events.
7. Co-Branding: Co-branding occurs when two or more brands collaborate to create a combined product or marketing effort. This allows both
brands to leverage each other’s strengths and expand their reach..
8. Ingredient Branding: Ingredient branding emphasizes a specific component of a product that adds value to the consumer. This is commonly
seen
in technology and food industries.
9. Cultural or Cause Branding: Brands can associate themselves with a social cause or cultural movement. This type of branding reflects a
company’s values and aligns it with a cause to resonate with consumers who share those values
Q.3(e) Explain Packaging.
Packaging can be defined as the art and science of enclosing or protecting products for storage, distribution, and end-use. According to Prof.
William J. Stanton: “The packing may be defined as all the activities involved in designing and producing the container or wrapper for a
product.”
Q.3(f) Explain the levels of Packaging?
Usually, three different levels of packaging are found in products:
1. Primary Package: Primary packages are immediate packaging of a product. Sometimes primary package remains till the inside material of
the product is used as in the case of toothpaste, body wash, etc. In other cases, the package remains till the consumer is ready to use the product
as in the case of bathing soap.
2. Secondary Packaging: The additional package that provides an additional layer of protection to the product is termed as Secondary package.
For example, a cardboard box of a toothpaste tube. The secondary package is generally discarded when the customer starts using the inside
material from the primary package.
3. Transportation Packaging: Further packaging which is essential for the protection of the product during transportation and storage is termed
transportation packaging. Such packaging contains a number of secondary packaging. For example, a corrugated box containing 20, 50 or 100
units of toothpaste
Q.3(g) What are the functions of Packaging?

Product Protection. Packaging plays a crucial role in safeguarding products from various external factors such as impact, vibration,
temperature, moisture, and tampering. Techniques like cushioning materials, shock-absorbing components, moisture-resistant coatings, and
tamper-evident seals contribute to the product’s safety and integrity throughout its journey from manufacturer to consumer.

Product Preservation. Packaging aids in preserving product freshness, quality, and shelf life. Techniques like vacuum sealing, modified
atmosphere packaging (MAP), and intelligent packaging systems help maintain optimal conditions such as controlled oxygen levels and
humidity, thereby extending the product’s viability.

Marketing and Branding. Packaging acts as a powerful marketing tool, attracting consumers and communicating brand identity. Visual
design elements, color schemes, logos, and product information on packaging help distinguish products from competitors and create an
emotional connection with consumers. Packaging design can evoke positive associations, influencing consumers’ purchasing decisions.

Convenience and User Experience. Packaging design incorporates features that enhance convenience and improve the overall user
experience. Resealable closures, portion control, easy-open mechanisms, and applicators are examples of packaging innovations that
prioritize user-friendliness, allowing consumers to effortlessly access, use, and store the product. A positive user experience contributes to
consumer satisfaction and loyalty.

Sustainability and Eco-conscious Packaging. The importance of sustainable packaging cannot be overstated. The packaging industry is
increasingly exploring eco-friendly alternatives, including plant-based bioplastics, recycled materials, and compostable packaging. By
mitigating environmental impact, optimizing material usage, promoting recycling, and exploring innovative solutions, packaging can
contribute to a more sustainable future
.UNIT- IV

Q.1 Explain the functions of a distribution channel in marketing process. What are the various roles performed by
intermediaries? OR What do you understand by 'Distribution Management'? Explain the various channels of distribution
in detail.

YOUTUBE LINK: https://youtu.be/PH71qUm9l5U?si=5WuBMN5ai6vESLgU

Q.1(a) Explain Distribution Management.
Distribution Management refers to the strategic planning, implementation, and control of the movement and storage of goods
from
the manufacturer to the end consumer. It ensures that products are delivered to the right place, at the right time, and in the right
condition. This process involves managing supply chains, selecting distribution channels, coordinating logistics, and optimizing
inventory levels to meet customer demand efficiently.
Q.1(b) Explain the Elements of Effective Distribution Management
Efficient Supply Chain Coordination: Seamless integration between production, inventory, and logistics is crucial. This
ensures
timely delivery and minimizes disruptions. Technology like supply chain management software plays a pivotal role in achieving
this
coordination.
Strategic Channel Selection: Choosing the right distribution channels (e.g., direct, indirect, or hybrid) based on market needs
and
product type is critical. The goal is to maximize market coverage while keeping costs manageable.
Inventory Management: Maintaining optimal inventory levels prevents overstocking or stockouts. Effective distribution
involves
forecasting demand and aligning inventory to meet customer needs without unnecessary expenses.
Customer-Centric Approach: A focus on customer satisfaction ensures that products are delivered on time and in good
condition.
Building reliable delivery systems and addressing customer concerns promptly is vital.
Performance Monitoring: Regular evaluation of distribution processes through metrics like delivery times, cost per delivery,
and
customer feedback helps in identifying inefficiencies and areas for improvement.
Q.1(c) Explain distributional channel/channel of distribution.
A channel of distribution is an organized network or system of agencies and institutions, which, in combination, perform all the
activities required to link producers with users and users with producers to accomplish the marketing task. According to Phillip
Kotler,”It is a set of independent organizations involved in the process of making a product or service available for use or
consumption.” Thus, a channel of distribution is a path way directing the flow of goods and services from producers to consumers
composed of intermediaries through their functions and attainment of the mutual objectives
Q.1(d) Difference between Physical distribution and Channel of Distribution
These are the two component of the distribution system. Physical distribution is a broader concept, it includes channel of
distribution.
Physical distribution is concerned with transportation, storage, warehousing, etc, where as channel of distribution refers to the
process
or intermediaries through which goods move from the producer to the ultimate consumer.
Q.1(e) Discuss the role/importance of physical distribution system
1. Creation of Utilities: Creation of or addition of utility is addition of value to a thing. The major component of physical
distribution
are transportation and warehousing. It is transport system that creates place utility, making goods more useful by bringing them
from
the places where they are not needed. Warehousing system is known for creating time utility. School of Distance Education
Marketing
Management
2. Improved consumer services: Customer service in physical distribution system consists of providing products at the time and
location corresponding to the customer needs. High level of customer satisfaction can be possible through a viable distribution
system
that takes into account the factors that affect customer service such as time, dependability, communication etc.
3. Cut in distribution cost: The prices paid by the customer consists of not only production costs but also delivery cost. Delivery
cost
can be minimized by systematic planning in inventory levels, warehousing location and operation, transportation schedule and
modes,
material handling, order processing and communication.
4. Increased market share: There are definite ways in which an efficient physical distribution system can contribute towards the
objective of increased market share. It is possible by decentralizing its warehousing operations, devise the combination of efficient
and
economic means of transport, planning inventory operations to avoid stock outs etc.
5. Price stabilization: It can contribute considerably to the attainment of price stabilization. It is the best use of available transport
and
warehousing facilities that can bring about amicable and matching adjustment between the demand for and supply of goods thus
preventing price fluctuations.
Q.1(f) Explain the levels of channel
1. Zero level channel:- Here the goods move directly from producer to consumer. That is, no intermediary is involved. This
channel is
preferred by manufactures of industrial and consumer durable goods.
2. One level channel: In this case there will be one sales intermediary ie, retailer. This is the most common channel in case of
consumer durable such as textiles, shoes, ready garments etc.
3. Two level channel: This channel option has two intermediaries, namely wholesaler and retailer. The companies producing
consumer non durable items use this level.
4. Three level channel: This contains three intermediaries. Here goods moves from manufacture to agent to wholesalers to
retailers to
consumers. It is the longest indirect channel option that a company has.
Q.1(g) Explain the factors influencing choice of distribution channel
1. Nature of Product
2. Nature of market
3. Competitors’ Channel.
4. The financial ability of channel members
5. The Company’s financial position.
6. Cost of Channel
7. Economic factors.
8. The legal restrictions.
9. Marketing policy of the company

Q.2What is sales promotion? Explain objectives and tools of sales promotion OR What factors have led to the increasing use of sales
promotion in marketing ? Explain some of the sales promotion techniques. OR Explain the promotion mix. What are the factors
affecting promotions choice?

YOUTUBE LINK: https://youtu.be/COn5kJ8lYVY?si=t5XFvWQQFw2wHMMl

Q.2(a) Explain Promotion.

Promotion is a term taken from Latin word promovere . It means ‘move towards’. In marketing, promotion means all those tools that a marketer
uses
to take his product from the factory to the customer and hence it involves advertising, sales promotion, personal selling, and public relation. It is
necessary to flow the information about the product from the producer to the consumer either along with the product or well in advance of the
introduction of the product. This role is played by promotion.
Q.2(b) What do you understand by promotion mix?
Promotion mix refers to the combination of various marketing communication tools and strategies that a business uses to promote its products
or
services, connect with its target audience, and achieve its marketing goals.
Q.2(c) Explain the elements of promotion mix.
1. Advertising: When a company wants people to know about its product, advertising is the easiest way. It includes TV ads, online banners,
billboards, and even social media posts. Businesses pay for these ads to grab attention and increase sales. A good ad is short, clear, and
memorable.
Companies often use catchy slogans or creative visuals to make sure customers remember them.
2. Public Relations (PR): PR is all about how a brand presents itself to the public. Instead of paying for ads, businesses work with news outlets,
influencers, or charities to create a positive image. When a company sponsors an event or appears in a news article, people trust it more. Good
PR
helps a business stay in the spotlight without direct advertising. It also helps manage any negative publicity.
3. Personal Selling: Ever walked into a store and had a salesperson help you choose a product? That’s personal selling. It happens face-to-face,
over
the phone, or through video calls. It works best for expensive products like cars or real estate, where customers have a lot of questions. The
salesperson’s job is to explain, convince, and build trust. This method creates strong customer relationships and boosts sales.
4. Direct Marketing: Direct marketing is when companies reach out to customers directly, without any middlemen. Think of emails, text
messages,
brochures, or even phone calls. Businesses use this method to send special deals or updates. Since the message is targeted to specific people, it
often
leads to quick responses. Many companies use direct marketing for seasonal promotions, loyalty programs, or personalized discounts.
5. Digital Marketing: Since most people are online, digital marketing is one of the most powerful ways to promote a product. It includes social
media ads, search engine marketing, email campaigns, and influencer promotions. Businesses use platforms like Facebook, Instagram, and
Google to
connect with their audience. Digital marketing is cost-effective, easy to track, and can reach people worldwide in just seconds.
Q.2(d) Explain the factors affecting promotion mix.
1. Nature of the Product
2. Target Audience.
3. Budget Availability
4. Competition:
5. Stage in the Product Life Cycle
Q.2(e) Explain Sales Promotion.
The phrase sales promotion has a distinct meaning. It stands for all those activities that supplement, co-ordinate and make more effective the
efforts
of personal selling and advertising. It collectively comprises of the tools used to promote sales in a given territory and time. It consists of short
term
incentives designed to achieve a specific marketing goal in the immediate future.
Q.2(f) Explain the types/kinds of sales promotion
1.Trade promotion objectives are to motivate market intermediaries to invest in the brand and aggressively push sales. It includes
(a) Price deals: Under this method, special discounts are offered over and above the regular discounts.
(b) Free goods: Here, the manufactures give attractive and useful articles as presents to the dealers when they buy a certain quantity.
(c) Ad Materials: In this case, the manufacturer distributes some ad materials for display purpose.
(d) Trade allowance: It includes buying allowance, promotional allowance and slotting allowance.
(e) Dealer contests: It is a competition organized among dealers or salesmen.
(f) Trade shows: Trade shows are used to familiarize a new product to the customers.
2. Consumer Promotion: The broad objective of consumer promotion is to create pull for the brand and it includes-
(a) Rebates: Simply it is a price reduction after the purchase and not at the retail shop.
(b) Money refund offer: Here, if the customer is satisfied with the product, a part or whole of the money will be refunded.
(c) Samples: While introducing a new product, giving samples to the customers at their doorstep.
(d) Price packs: In this method the customer is offered a reduction from the printed price of product.
(e) Premium offer: Here goods are offered at a lower price or free as an incentive to purchase a special product.
(f) Consumer contests: Various competitions are organized among the customers. The winners are given prizes.
(g) Free trials: In this case, inviting the buyers to try the product without cost.
3. Sales force promotion: It includes
(a) Sales force contests: Sales contests are declared to stimulate the sales force increase their selling interest.
(b) Bonus to sales force: Bonus is the extra incentive payment made for those who cross the sales quota set for a specific period. School of
Distance
Education Marketing Management
(c) Sales meeting conventions and conferences: Sales meeting and conferences are conducted with a view to educate, train and inspire the
salesmen.
Q.2(g) Discuss the Sales Promotion Objectives

Increase Short-term Sales

Clear Inventory

Introduce New Products

Enhance Product Visibility.

Stimulate Repeat Purchases

Increase Brand Loyalty

Encourage Larger Purchases

Attract New Customers

Enhance Customer Experience and Engagement

Support Other Marketing Efforts

Q.3 Explain Integrated marketing Communication. What are its components and tools used in current scenario? OR What do you
understand by service marketing. Explain its importance.

YOUTUBE LINK: https://youtu.be/Ti-Xxs-9e80?si=BM3TN8bcKTcJ9WRy

https://youtu.be/EYsjLwBuu3A?si=Jk9jTodf4yCFlfAv

Q.3(a) Explain Service marketing.

Service Marketing refers to the promotion and management of services rather than physical products. It involves strategies aimed at delivering
value
and building customer satisfaction through intangible offerings. Unlike goods, services are intangible, inseparable from the service provider,
variable,
and perishable. Service marketing focuses on understanding customer needs, managing service quality, and ensuring effective communication.
Service marketing is about how businesses promote services instead of physical products. Services aren’t things you can touch or own. They’re
experiences, skills, or help provided in real-time. Marketing services needs different methods than marketing products.
Q.3(b) What are the Features and Characteristics of Services:

Intangibility:. Unlike physical products, services cannot be touched, seen, or owned. This makes it difficult for customers to evaluate the
service before purchase.

Inseparability: Services are inseparable from the service provider. This means that the production and consumption of services occur
simultaneously. The service provider and the customer are both involved in the service delivery process

Variability (Heterogeneity): Services are highly variable and can differ from one instance to another, even when offered by the same
provider. The quality of service can vary depending on the provider, time, place, and circumstances. This variability can arise due to human
factors (such as the mood or skill of the service provider) or environmental factors (like service conditions).

Perishability: Services are perishable, meaning they cannot be stored, saved, or inventoried. Once a service is offered and consumed, it
cannot be reused or resold.

Simultaneous Production and Consumption: As mentioned earlier, the production and consumption of services occur simultaneously.
This characteristic differentiates services from products, which can be produced and stored before being consumed..

Lack of Ownership: When customers purchase services, they do not gain ownership of anything tangible. They may benefit from the
outcome of the service, but they cannot possess it

Customer Participation: In many services, the customer’s participation is required for the service to be effective.

Service Delivery Channels: Service delivery in services can be carried out through various channels, including in-person, over the phone,
or through digital platforms.
Q.3(c) What are the 7P’s of Service Marketing.
1. Product: This encompasses the actual service being offered, including its features, benefits, and the overall value proposition.
2. Price: Determining the right pricing strategy, considering factors like cost, perceived value, and competitor pricing, is crucial.
3. Place: This refers to the location where the service is delivered, including its physical setting and how accessible it is to customers.
4. Promotion: Effective communication strategies, including advertising, public relations, and other promotional efforts, are essential for
reaching target audiences.
5. People: The service staff and their interactions with customers play a significant role in shaping the customer experience.
6. Process: The operational procedures and systems used to deliver the service, including the flow of activities and the customer's interaction
with them.
7. Physical Evidence: This refers to the tangible elements that customers can see and touch, such as the physical environment, equipment, and
any materials related to the service.
Q.3(d) What do you mean by Integrated Marketing Communication?
Integrated marketing communication (IMC) combines many marketing channels to create a cohesive and consistent brand message. Developing
a
coherent communication strategy entails coordinating efforts across digital media, direct marketing, public relations, sales promotion, and
advertising. Through the alignment of these disparate components, IMC guarantees that all marketing endeavors collaborate har moniously to
augment brand exposure and consumer involvement. Fundamentally, IMC wants to reinforce important brand characteristics and values by
presenting a consistent brand image across all channels and touchpoints. Through this integration, businesses may establish more enduring
relationships with their target market, cultivating trust and brand loyalty. Through the strategic coordination of messages and promotional
activities, IMC enables customers to have a more memorable and powerful brand experience.
Q.3(e) What are the Components of the Integrated Marketing Communications (IMC)?
1. Advertising
2. Public Relations (PR).
3. Direct Marketing
4. Sales Promotion.
5. Virtual Marketing.
6. Content Advertising(blogs, videos, infographics, and podcasts.)
7. Social Media Marketing.
8. Partnerships and Sponsorships
9. Internal Communication
10. Combined Digital Tools and Technologiesre.
Q.3(f) Integrated Marketing Communications Tools
1. Automation in Marketing Platforms: With the help of these platforms, marketers can automate time-consuming activities like lead
nurturing,
social media posting, and email marketing.
2. Customer Relationship Management (CRM) Systems: Systems for managing and analyzing customer relationships and data across the
customer lifecycle are known as customer relationship management, or CRM systems..
3. Content Management Systems (CMS): Websites, blogs, and multimedia may all be created, published, and managed more easily with the
help of content management systems (CMS) platforms..
4. Tools for Social Media Management: With the aid of these resources, marketers may plan posts, schedule content, track engagement metrics,
and examine audience behaviour
5. Analytics and Reporting Tools: Analytics tools help marketers monitor important metrics like website traffic, conversions, engagement, and
ROI by offering insights into the effectiveness of marketing campaigns and channels.
6. Email Marketing Software: Email marketing software facilitates the creation, distribution, and monitoring of email campaigns for the
purpose of engaging with potential clients and consumers.
7. Tools for Search Engine Optimization (SEO): With the use of SEO tools, marketers may enhance the visibility and search engine ranks of
their websites and content..
8. Advertising Platforms: Marketers may design and oversee paid advertising campaigns across several channels with the help of advertising
platforms like Google Ads, Facebook Ads, and LinkedIn Ads.
9. Public Relations Software: PR software aids in the administration of influencer outreach, press releases, events, and media relations for
businesses..
10. Project Management Tools: These tools facilitate the coordination, planning, and planning of marketing campaigns and projects by
marketers..