Transcript
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Marketing Management IIHow much do you remember from Marketing
Management I ???
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This course’s assessment includes:Assessment Item Weight %
Mid Term Exam 20
End term Exam 40
Quizzes 10
Class Participation/ Reflective otes 10
Mar!etin" Plan Report 10
#lice of Mar!etin" Plan Presentation 10
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Let us review MM1
1. Marketing is a------------ process
a) Societalb) Elementaryc) Politicald) Commercial
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2. Which of the folloing is a key marketing task!
a) Choosing "al#e
b) $esigning "al#ec) Comm#nicating "al#ed) %ll of the abo"e
&hink abo#t hat "al#e and "al#e creation mean in marketing.
&hink abo#t ho 'abong.com( myntra and flipkart are creating "al#efor their c#stomers!
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.Which of the folloing is not a stakeholder in a b#siness*
a) Members of media
b) S#ppliersc) C#stomersd) +eg#lators
&hink abo#t ho the different type of stakeholders are effected by *b#siness clos#re( declining profits( stagnant sales( high groth!
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,. &he basic difference beteen ant and demand is created by*
a) eeling of depri"ationb) +e#irement of the prod#ctc) Willingness to b#yd) %bility to p#rchase
$o e in marketing foc#s on ants or demands!!!!!
Can e ignore ants!
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/. &he prod#ct concept foc#s is on*
a) C#stomer needs
b) Prod#ct #alityc) Prod#ct s#pplyd) C#stomer "al#e
&hink abo#t hy prod#ct concept may or may not be good for an organi0atio
Contrast it to prod#ction concept.
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3. Which of the folloing is not a part of the firms micro en"ironment!
a) 4n"estorsb) Employeesc) S#ppliersd) C#stomers
Why is grip o"er micro en"ironment necessary!!!
What does micro en"ironment signify!!!
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5. $emographics is a st#dy of*
a) Pop#lation characteristics
b) C#lt#rec) 6#ying habitsd) 7one
hy is a so#nd #nderstanding of demographic changes necessary for aMarketer!
recall the ma8or changes in the demographic en"ironment!
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9. Portfolio of a firm consist of many b#sinesses hich are called*
a) Strategic 6#siness :nitsb) 6 C; Matri<c) enterprisesd) 7one of the abo"e
Why are b#siness portfolios critical to be managed effecti"ely!
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1=. % firms decision to gro b#siness "ery different from its c#rrent>ine of acti"ity is called*
. 4ntegrated groth. 4ntensi"e groth. $i"ersification groth. 7one of the abo"e
:nder hat conditions does a b#siness ish to gro beyond its market!
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11. % gro#p of people that a cons#mer does not ish to reference
4s called*
a) %spirational reference gro#pb) Membership reference gro#pc) $issociati"e reference gro#pd) 7one of the abo"e
?o do marketers #se reference gro#ps for promoting their brands!!
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12. Psychographic segmentation deals ith di"ing c#stomers intodifferent segments on the basis of their *
a) %ttit#desb) >ifestyles and "al#esc) C#lt#ral backgro#ndsd) 4ncome
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1. Comple< b#ying beha"io#r is e
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1/.Which of the folloing are the b#ying sit#ations in 626 markets*
a) Straight re-b#yb) Modified re-b#yc) 7e taskd) %ll of the abo"e
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1. 4n order to be attracti"e a market segment m#st be*
a) Meas#rable
b) %ccessiblec) S#bstantiald) %ll of the abo"e
Which of the abo"e is most critical!
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13.&he other name for mass marketing is*
a) #ll market co"erageb) M#ltiple segmentsc) Single segmentsd) Mass c#stomi0ation
What is mass c#stomi0ation!
?o is mass c#stomi0ation becoming possible!
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15. Sa"lons claim that it does not sting as an antiseptic li#idcreated its*
a) Point of parityb) Point of differentiationc) Competiti"e frame of referenced) 7one of the abo"e
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19.&he idth of a firms prod#ct mi< is defined by its*
a) Prod#ct "ariantsb) 7#mber of prod#ct linesc) Similarity in prod#ct linesd) 7one of the abo"e
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2=. %t hich stage of P>C are the profits loest*
a) 4ntrod#ctionb) ;rothc) Mat#rityd) decline
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21. @al#e based pricing starts ith the *
a) Companys costb) C#stomerc) Competitorsd) 7one of the abo"e
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22.&he dependence on channel members to dri"e sales isgreater in
a) P#sh strategyb) P#ll strategy
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2. Which of the folloing channels are most e
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2,. Promotion mi< consists of *
a) ----------------b) ----------------c) ----------------d) ----------------
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2/. %4$% stands for ---------------------------------------------------------------------
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?olistic marketingCore competencyS6:6C; Matri
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$emographic segmentationPsychographic segmentation6enefit based segmentation&argeting
A prod#ct speciali0ation "s. market speciali0ation
A 7iche marketing
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MM 2 foc#ses on strategy form#lation( implementation and control
Let us review the outline of a marketing lan
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