Two Marks Questions (Total: 40 Questions)

1. Define marketing management.

2. What are the core elements of marketing?
3. Explain the marketing mix briefly.
4. What is meant by market segmentation?
5. List two main differences between a product and a service.
6. Define consumer behavior.
7. What are the four Ps of marketing?
8. Briefly explain the term "marketing environment."
9. What is a target market?
10.Give two examples of market segmentation criteria.
11.Define competition in a business context.
12.What are the main traits of competition?
13.List two types of competition.
14.What is Porter’s Five Forces Framework?
15.Mention any one view of C.K. Prahalad on competition.
16.What is market positioning?
17.Define product positioning.
18.Explain the concept of repositioning.
19.What is the difference between positioning and repositioning?
20.List two positioning options available to businesses.
21.Define the concept of a product.
22.What is meant by product classification?
23.Explain the term "product mix."
24.What is branding in marketing?
25.Name two functions of packaging.
26.Define the product life cycle.
27.What is new product development?
28.List two factors that influence the price of a product.
29.What is promotion in marketing?
30.Define a distribution channel.
31.Define omnichannel marketing.
32.What is direct marketing?
33.Explain the concept of services marketing.
34.What is green marketing?
35.Define rural marketing.
36.What is consumerism in the context of marketing?
37.Briefly describe search engine marketing.
38.What is mobile marketing?
39.Define social media marketing.
40.What is marketing analytics?

Fifteen Marks Questions (Total: 20 Questions)

 1. Explain the concept of marketing management and its importance in today's business
environment.
2. Discuss the steps involved in the marketing process with examples.
3. Explain the marketing mix in detail, highlighting the importance of each element.
4. Analyze the impact of the marketing environment on a company’s marketing strategies.
5. Describe consumer markets and explain factors that influence consumer buying behavior.
6. Discuss the importance of market segmentation and the criteria used for effective
segmentation.
7. Explain different strategies for market segmentation and their applications in real-life
marketing.
8. Compare and contrast different types of buying behavior with suitable examples.
9. Analyze Porter’s Five Forces Framework and its relevance in today’s competitive
environment.
10.Discuss the concept of market positioning and the steps involved in developing a
positioning strategy.
11.Describe different types of product classifications with examples.
12.Discuss branding, packaging, and labeling, highlighting their roles in the marketing
process.
13.Explain the stages of the product life cycle with examples and discuss its importance in
marketing strategy.
14.Analyze the significance of pricing in the marketing mix and discuss the various factors
that affect product pricing.
15.Explain the role of promotion in marketing and discuss the types and characteristics of
different promotional methods.
16.Describe distribution channels, their importance, and the factors that affect the selection
of distribution channels.
17.Explain the concept of omnichannel marketing and discuss its importance in today’s
digital landscape.
18.Discuss the characteristics of services marketing and explain how it differs from product
marketing.
19.Describe social media marketing and discuss its role in building customer engagement
and brand loyalty.
20.Analyze the significance of marketing analytics and discuss how it helps companies make
data-driven decisions.

Practical Case-Based Questions (Total: 9 Questions)

1. Given a new product concept, outline a marketing strategy covering each element of the
marketing mix.
2. For a hypothetical business, design a segmentation strategy based on consumer
demographics and behaviors.
3. Analyze a real-world marketing failure and suggest improvements in marketing strategy
based on the marketing process.
 4. For a new company in a competitive market, outline a positioning strategy covering
positioning options, target market, and differentiation factors.
5. Given a saturated market scenario, design a competitive strategy using Porter’s
Framework and relevant positioning techniques.
6. For a product losing market share, create a repositioning strategy that considers brand
perception, target market shift, and competitive landscape.
7. Given a product concept, outline a marketing mix strategy, including product features,
pricing, promotion, and distribution channels.
8. For a newly developed product, suggest a pricing policy and promotion strategy based on
market conditions and competition.
9. Design a distribution strategy for a company looking to expand its product availability,
considering target audience, distribution channel types, and market reach.

Practical Case-Based Questions with Answers

1. Given a new product concept, outline a marketing strategy covering each element of
the marketing mix.
o Product: Define the features, quality, branding, and packaging of the product. For
instance, if it’s a new eco-friendly cleaning product, highlight its biodegradable
ingredients and unique packaging.
o Price: Determine a pricing strategy (e.g., penetration pricing to enter the market or
premium pricing for high-quality perception). Analyze competitors' pricing for a
competitive edge.
o Promotion: Develop a multi-channel promotional strategy, including social media
campaigns, influencer partnerships, and email marketing to educate consumers
about the product’s benefits.
o Place: Identify distribution channels, such as online platforms, health food stores,
or major retail chains, ensuring accessibility for the target market.
2. For a hypothetical business, design a segmentation strategy based on consumer
demographics and behaviors.
o Demographics: Segment the market by age (e.g., millennials), gender (e.g.,
female), income level (e.g., middle-income), and education (e.g., college-
educated).
o Behavioral: Focus on purchase behavior (e.g., frequency of purchases, loyalty to
brands), and attitudes towards sustainability. Combine these segments to create
targeted marketing campaigns that resonate with specific consumer profiles.
3. Analyze a real-world marketing failure and suggest improvements in marketing
strategy based on the marketing process.
o Case: New Coke launch in the 1980s, which failed due to backlash from loyal
customers.
o Improvements: Conduct thorough market research to understand customer
preferences and emotional connections to the original product. Engage with
consumers through feedback mechanisms before launching a new product. Use the
marketing process to create awareness and re-establish trust.
4. For a new company in a competitive market, outline a positioning strategy covering
positioning options, target market, and differentiation factors.
o Positioning Options: Focus on quality and sustainability as differentiators.
Position the brand as a premium alternative to existing products.
o Target Market: Young professionals aged 25-35 who prioritize health and
environmental impact.
o Differentiation Factors: Highlight unique selling points, such as organic
ingredients, cruelty-free testing, and eco-friendly packaging, to create a distinct
brand image.
5. Given a saturated market scenario, design a competitive strategy using Porter’s
Framework and relevant positioning techniques.
o Threat of New Entrants: Establish strong brand loyalty through customer
engagement and quality assurance.
o Bargaining Power of Suppliers: Develop relationships with multiple suppliers to
reduce dependence and negotiate better terms.
o Bargaining Power of Buyers: Differentiate products through unique features,
superior customer service, and loyalty programs.
o Threat of Substitutes: Continuously innovate and improve product offerings to
stay ahead of substitutes.
o Competitive Rivalry: Focus on niche marketing strategies that target underserved
market segments.
6. For a product losing market share, create a repositioning strategy that considers
brand perception, target market shift, and competitive landscape.
o Brand Perception: Conduct surveys to understand current consumer perceptions
and identify negative associations.
o Target Market Shift: Explore emerging consumer trends (e.g., health
consciousness) and adapt the product to align with these trends.
o Repositioning Strategy: Launch a campaign to communicate the new benefits,
emphasizing health features, and leveraging social media for engagement.
Collaborate with health influencers to reach a broader audience.
7. Given a product concept, outline a marketing mix strategy, including product
features, pricing, promotion, and distribution channels.
o Product Features: Specify attributes, benefits, and unique selling propositions.
o Pricing: Analyze competitors to set a competitive price while considering
production costs. Implement a psychological pricing strategy (e.g., $9.99 instead of
$10).
o Promotion: Use a blend of digital marketing, including SEO, PPC, and social
media advertising, to generate awareness.
o Distribution Channels: Utilize e-commerce platforms and brick-and-mortar
partnerships to maximize reach and convenience for consumers.
8. For a newly developed product, suggest a pricing policy and promotion strategy
based on market conditions and competition.
 o Pricing Policy: Adopt a skimming pricing strategy initially to maximize profits
from early adopters, followed by a penetration strategy to attract a broader
audience once brand awareness increases.
o Promotion Strategy: Launch a pre-release campaign that includes teaser ads,
influencer partnerships, and early access for loyal customers. Follow up with a
launch event to create buzz.
9. Design a distribution strategy for a company looking to expand its product
availability, considering target audience, distribution channel types, and market
reach.
o Target Audience: Identify key demographics that align with the product and their
shopping behaviors.
o Distribution Channel Types: Use a mix of direct (e.g., online store) and indirect
channels (e.g., retail partnerships) to maximize availability. Consider partnerships
with e-commerce giants and local retailers to increase visibility.
o Market Reach: Focus on regions with high demand and low competition, utilizing
data analytics to track performance and adjust strategies accordingly.