Marketing Management

MODULE 1: MARKETING ENVIRONMENT AND TOOLS

TWO MARKS QUESTIONS (2 lines each)
Direct
1. Marketing Mix → Set of controllable tools (Product, Price, Place, Promotion). →
Helps satisfy customer needs and achieve objectives.
2. Importance of Marketing → Creates awareness. → Supports growth and survival.
3. Four Ps → Product, Price, Place, Promotion. → Basis of traditional marketing.
4. Marketing Philosophy → Guiding belief for marketing actions. → Examples:
production, selling, marketing orientation.
5. Stages in Evolution → Production era and Sales era. → Later: Marketing era, Digital
era.
6. Steps in Marketing Management Process → Analyze opportunities. → Design
strategies.
7. Marketing Environment → External & internal factors influencing marketing. →
Includes economy, competitors, technology, customers.
8. Factors Influencing Consumer Behavior → Cultural factors. → Psychological factors.
Application
1. Surya Bakery Expansion → Analyze needs of new neighborhoods. → Use strategies
for distribution & promotion.
2. Neelam Clothing → Cultural understanding helps in product design. → Aids
segmentation & correct positioning.
3. Organic Food Targeting → Segment health-conscious consumers. → Target via
wellness stores, gyms, online platforms.
Difficult
1. Transformation of Marketing → Past: focus on production/selling. → Present:
customer focus & digital marketing.
2. Misalignment of 7Ps → Leads to confusion and poor customer experience. → Results
in brand damage & loss of sales.

FIVE MARKS QUESTIONS (7 points each)

Direct
1. Core Marketing Concepts & Significance
o Needs → Basic requirements.
o Wants → Specific preferences.
o Demand → Wants + buying power.
o Value → Customer’s perceived benefit.
o Exchange → Giving & receiving value.
o Relationship → Long-term customer connection.
o Importance → Helps marketers understand behavior.
2. Four Ps in Success
o Product → Good design attracts buyers.
o Price → Affordable/competitive pricing.
o Place → Easy availability.
o Promotion → Communication with customers.
o Balance → Creates satisfaction.
o Consistency → Builds trust.
o Example → Apple uses all Ps effectively.
3. Consumer vs. Business Buying
o Consumer: emotional needs.
o Business: rational, cost-based.
o Consumer: quick decision.
o Business: long process.
o Consumer: individual/family.
o Business: group/committee.
o Consumer: small value; Business: large value.
4. Role of Culture in Behavior
o Shapes preferences.
o Influences lifestyle.
o Affects brand choices.
o Decides consumption habits.
 o Creates identity.
o Changes marketing strategy.
o Example: Food habits differ in India & US.
5. Steps to Position a Product
o Identify target market.
o Analyze competitors.
o Define USP.
o Decide positioning strategy.
o Communicate message.
o Match with customer needs.
o Monitor and adjust.
Application
1. Revolt Motors Segmentation → Segment by age, income, lifestyle, eco-
consciousness, urban vs. rural, tech-savvy customers, affordability.
2. Sanjay Solutions Buying → Compare consumer vs. organizational buying. →
Understand decision-making, budgets, approvals, relationships.
3. The Whole Truth (STP) → Segment (health conscious, gym-goers). → Target niche
group. → Position as natural & healthy.
Difficult
1. Culture Change Impact → Culture shifts lead to new buying habits. → Marketers
must adapt branding, products, and promotions.
2. Combine Buyer Models → Example: Combine Economic + Psychological models. →
Gives full view of decision-making in high-involvement products.

TEN MARKS QUESTIONS (12 points each)

Direct
1. Significance of Marketing Mix
o Product design.
o Product quality.
o Pricing decisions.
o Place/distribution.
 o Promotion activities.
o People involvement.
o Process (service delivery).
o Physical evidence.
o Balances company & customer needs.
o Builds brand image.
o Creates satisfaction.
o Achieves objectives.
2. Marketing Philosophies
o Production concept.
o Product concept.
o Selling concept.
o Marketing concept.
o Societal marketing.
o Holistic marketing.
o Similar: All aim to increase business.
o Different: Focus shifts from production → customer.
o Digital era: Marketing & societal concept dominate.
o Builds trust.
o Satisfies customers.
o Best today: Customer & digital focus.
3. Core Concepts Applied
o Needs.
o Wants.
o Demand.
o Value.
o Exchange.
o Relationships.
o Used to design strategies.
 o Match with customer expectations.
o Build loyalty.
o Maintain long-term growth.
o Example: Starbucks sells “experience”.
o Helps business survive.
4. Consumer & Organizational Models
o Consumer model: cultural, social, personal, psychological.
o Organizational model: environmental, organizational, interpersonal,
individual.
o Helps identify decision factors.
o Guides promotions.
o Improves targeting.
o Example: FMCG vs. B2B IT products.
o Consumer: influenced by ads.
o Business: influenced by ROI.
o Reduces risks.
o Builds strong strategy.
o Ensures growth.
o Improves market fit.
5. STP Strategy for Competitive Advantage
o Segmentation: divide customers.
o Targeting: choose best segment.
o Positioning: create unique image.
o Clear differentiation.
o Better value delivery.
o Matches customer needs.
o Creates loyalty.
o Improves communication.
o Helps fight competition.
o Example: Nike targets athletes.
 o Ensures long-term success.
o Builds brand equity.
Application
1. GreenGlow Mix Strategies
o Product → New organic features.
o Price → Competitive pricing.
o Place → Online + retail stores.
o Promotion → Social media + eco campaigns.
o People → Trained staff.
o Process → Smooth delivery.
o Physical evidence → Eco-friendly packaging.
o Customer engagement → Loyalty programs.
o Digital marketing → Health influencers.
o Partnerships → Organic shops.
o After-sales → Customer care.
o Builds strong presence.
2. Mother Dairy Societal Marketing
o Focus on customer & society.
o Healthier products.
o Environmental focus.
o Affordable pricing.
o Social campaigns.
o Builds trust.
o Long-term loyalty.
o Differentiates from rivals.
o Improves image.
o Ensures sustainability.
o Helps market share.
o Creates goodwill.
 3. Nivea in India
o Study Indian skin types.
o Adjust product formulation.
o Affordable pricing.
o Local packaging.
o Use Bollywood endorsements.
o Distribute in urban & rural.
o Social media campaigns.
o Focus on fairness/skin glow preferences.
o Collaborate with influencers.
o Ensure cultural fit.
o Improve after-sales service.
o Builds market success.
Difficult
1. Evolution of Marketing Philosophies
o Production → efficiency.
o Product → quality focus.
o Selling → aggressive sales.
o Marketing → customer satisfaction.
o Societal → society’s welfare.
o Holistic → integration.
o Digital → technology-driven.
o Strength: Adapts to trends.
o Weakness: Misuse creates mistrust.
o Today: Customer + digital best.
o New entrants → adopt customer-first.
o Builds sustainable advantage.
o Ensures survival.
2. Limitations of Traditional Segmentation
 o Too broad.
o Ignores personalization.
o Fails with digital tools.
o Doesn’t reflect quick changes.
o Overlooks data-driven behavior.
o Solution: Use AI analytics.
o Personalized ads.
o Customer data platforms.
o Focus on micro-segmentation.
o Use psychographic data.
o Real-time engagement.
o Remain relevant in market.
MODULE 2: PRODUCT AND PRICING DECISIONS

TWO MARKS QUESTIONS (2 lines each)

Direct
1. Define product mix.
→ Product mix is the total range of products offered by a company.
→ It includes product lines, items, and variations.
2. What is a brand?
→ A brand is a name, symbol, or design that identifies a product.
→ It differentiates it from competitors.
3. Explain ‘Product Life Cycle (PLC)’.
→ PLC shows stages of a product: Introduction, Growth, Maturity, Decline.
→ Helps in strategy planning at each stage.
4. Define ‘Pricing Strategy’.
→ Pricing strategy is the method used to set product prices.
→ It balances cost, demand, and competition.
5. What is ‘Skimming Pricing’?
→ High initial price charged for new product.
→ Slowly reduced later to attract more buyers.
 6. What is ‘Penetration Pricing’?
→ Product launched at a low price.
→ Helps in gaining quick market share.
7. What is ‘Psychological Pricing’?
→ Price is set to influence perception, e.g., ₹999 instead of ₹1000.
→ Creates sense of affordability.
8. What is ‘Bundle Pricing’?
→ Two or more products sold together at a combined price.
→ Example: Combo packs.

Application
1. Apple’s product mix strategy.
→ Includes iPhones, iPads, MacBooks, and services.
→ Creates brand loyalty and premium pricing.
2. Amul brand positioning.
→ Known as “The Taste of India”.
→ Positioned as affordable and high quality.
3. Tata Motors pricing strategy.
→ Uses penetration pricing for budget cars.
→ Builds strong customer base.

Difficult
1. Challenges in new product development.
→ High cost, uncertain demand, and fast-changing trends.
→ Risk of product failure.
2. Dynamic pricing in digital platforms.
→ Price changes based on demand, season, and competition.
→ Example: Ola/Uber surge pricing.

FIVE MARKS QUESTIONS (7 points each)

Direct
1. Product Mix Dimensions
o Width → Number of product lines.
o Length → Total products in all lines.
 o Depth → Variants within a line.
o Consistency → Relation between product lines.
o Example: PepsiCo → snacks, drinks.
o Helps diversification.
o Improves sales & brand strength.
2. PLC Stages with Strategies
o Introduction → Heavy promotion.
o Growth → Improve quality & distribution.
o Maturity → Discounts, product variations.
o Decline → Retire or reinvent product.
o Helps plan investments.
o Ensures customer engagement.
o Maximizes profit at each stage.
3. Importance of Branding
o Creates identity.
o Builds trust.
o Helps premium pricing.
o Encourages loyalty.
o Improves recognition.
o Differentiates from competitors.
o Ensures long-term success.
4. Factors Affecting Pricing
o Cost of production.
o Demand in market.
o Competition pricing.
o Government rules.
o Customer psychology.
o Product life cycle stage.
o Marketing objectives.
Application
1. Samsung product strategy (wide mix)
o Offers phones, TVs, appliances.
o Targets multiple segments.
o Depth in smartphones (budget to premium).
o Brand loyalty creation.
o Global presence.
o Continuous innovation.
o Competitive advantage.
2. Flipkart pricing in India
o Discounts and offers.
o Penetration pricing for new markets.
o Bundle deals.
o Psychological pricing (₹999).
o Festival sales (Big Billion Days).
o Dynamic pricing online.
o Attracts customer base.
Difficult
1. Limitations of PLC
o Not all products follow stages clearly.
o Time of each stage varies.
o Hard to predict decline.
o Some products stay in maturity for years.
o Strategies may fail if wrongly timed.
o External factors change cycle.
o Not suitable for all industries.

TEN MARKS QUESTIONS (12 points each)

Direct
1. Branding Significance
o Creates uniqueness.
o Attracts loyal customers.
o Supports advertising.
o Allows premium pricing.
o Improves market share.
o Builds trust.
o Recognition in global market.
o Differentiates from rivals.
o Builds long-term equity.
o Encourages repeat purchase.
o Creates emotional bond.
o Example: Nike “Just Do It”.
2. Pricing Strategies
o Skimming pricing.
o Penetration pricing.
o Psychological pricing.
o Bundle pricing.
o Value-based pricing.
o Dynamic pricing.
o Premium pricing.
o Economy pricing.
o Competition-based pricing.
o Geographic pricing.
o Discount pricing.
o Each suits different goals.
3. New Product Development Steps
o Idea generation.
 o Idea screening.
o Concept development.
o Business analysis.
o Prototype creation.
o Market testing.
o Product development.
o Commercialization.
o Promotion strategy.
o Distribution planning.
o Customer feedback.
o Product launch.
Application
1. Coca-Cola product strategy in India
o Wide product mix (Coke, Fanta, Sprite, Minute Maid).
o Local flavors (Maaza).
o Affordable pricing.
o Heavy advertising.
o Emotional branding (“Thanda Matlab Coca-Cola”).
o Distribution in rural & urban.
o Bundle deals with fast food.
o Seasonal campaigns.
o Sponsorships (sports).
o Attractive packaging.
o Retail tie-ups.
o Strong global presence.
2. E-commerce pricing (Amazon/Flipkart)
o Low entry pricing.
o Seasonal discounts.
o Lightning deals.
 o Psychological pricing.
o Personalized offers.
o Subscription pricing (Prime).
o Bundle offers.
o Dynamic pricing based on demand.
o Festival campaigns.
o Flash sales.
o Loyalty rewards.
o Competitive strategy.
Difficult
1. PLC Strengths & Weaknesses
o Strength: Easy strategy guide.
o Strength: Helps manage investment.
o Strength: Forecasts demand.
o Strength: Matches product strategies.
o Weakness: Not always predictable.
o Weakness: Stages not same for all.
o Weakness: External shocks ignored.
o Weakness: Over-simplification.
o Weakness: Wrong decisions if misused.
o Example: Fads don’t follow PLC.
o Solution: Use with caution.
o Combine with market research.
MODULE 3: PROMOTION AND DISTRIBUTION

TWO MARKS QUESTIONS (2 lines each)

Direct
1. Define Promotion Mix.
→ Promotion mix is the combination of tools like advertising, sales promotion, PR,
 personal selling, and direct marketing.
→ Used to communicate and persuade customers.
2. What is Advertising?
→ Paid, non-personal communication through media.
→ Helps in building awareness and brand image.
3. What is Sales Promotion?
→ Short-term incentives to boost sales.
→ Example: Discounts, coupons, free samples.
4. Define Public Relations (PR).
→ Activities to build positive image of company.
→ Example: Press releases, events, CSR.
5. What is Personal Selling?
→ Direct interaction between salesperson and customer.
→ Helps in building trust and closing sales.
6. What is Digital Marketing?
→ Promotion through digital channels like websites, social media, and email.
→ Provides global reach and low cost.
7. Define Distribution Channel.
→ Path through which products reach consumers.
→ Includes wholesalers, retailers, agents, and online platforms.
8. What is Direct Channel?
→ Producer sells directly to customer.
→ Example: Amul parlors, company websites.
9. What is Indirect Channel?
→ Use of intermediaries like wholesalers/retailers.
→ Example: FMCG products sold in Kirana shops.

Application
1. Coca-Cola promotion strategy.
→ Uses TV ads, sponsorships, events, and digital media.
→ Creates emotional connection with “Open Happiness”.
2. Nike’s promotional mix.
→ Endorsements by athletes.
→ Strong social media campaigns with “Just Do It”.
3. Amazon distribution strategy.
→ Wide logistics network with warehouses and delivery partners.
→ Fast delivery through Prime.
Difficult
1. Challenges in digital marketing.
→ High competition and ad clutter.
→ Risk of negative reviews and data privacy issues.
2. Impact of poor distribution strategy.
→ Delays in product reach.
→ Loss of customer trust and market share.

FIVE MARKS QUESTIONS (7 points each)

Direct
1. Elements of Promotion Mix
o Advertising → Paid communication.
o Sales Promotion → Short-term incentives.
o Personal Selling → Direct interaction.
o Public Relations → Brand image building.
o Direct Marketing → Email, messages, catalogs.
o Digital Marketing → Online and social media.
o Sponsorship/Events → Increases visibility.
2. Importance of Advertising
o Creates awareness.
o Builds brand identity.
o Reaches large audience.
o Supports sales team.
o Encourages repeat purchase.
o Educates customers.
o Builds long-term brand equity.
3. Functions of Distribution Channels
o Product movement from producer to buyer.
o Breaking bulk.
 o Storage of products.
o Providing credit facilities.
o Offering customer service.
o Market information sharing.
o Creating product availability.
Application
1. Promotion strategy for Startups
o Use social media.
o Provide discounts.
o Collaborate with influencers.
o Participate in events.
o Use referral programs.
o Target ads online.
o Word-of-mouth promotion.
2. Reliance Jio distribution strategy
o Wide physical outlets.
o Digital recharges.
o Exclusive Jio stores.
o Partnerships with retailers.
o Strong after-sales service.
o Online availability.
o Rural + urban reach.
Difficult
1. Limitations of Promotion Mix
o Expensive advertising.
o Difficult to measure results.
o Over-promotion irritates customers.
o Misleading ads create distrust.
o Too many channels confuse.
 o Short-term promotions reduce profits.
o Legal restrictions on ads.

TEN MARKS QUESTIONS (12 points each)

Direct
1. Role of Promotion in Marketing
o Creates awareness.
o Attracts new customers.
o Educates about features.
o Builds brand image.
o Stimulates demand.
o Supports sales force.
o Encourages repeat purchase.
o Differentiates from competitors.
o Helps market entry.
o Improves customer loyalty.
o Increases profitability.
o Ensures long-term growth.
2. Types of Distribution Channels
o Direct channel.
o Indirect channel (1-level, 2-level, 3-level).
o Online/e-commerce channel.
o Franchise model.
o Multichannel distribution.
o Exclusive distribution.
o Intensive distribution.
o Selective distribution.
o Hybrid channels.
 o Example: Apple uses exclusive retail.
o Example: FMCG uses intensive retail.
o Each has pros & cons.
3. Digital Marketing Tools
o SEO (Search Engine Optimization).
o SEM (Search Engine Marketing).
o Social Media Marketing.
o Email marketing.
o Content marketing.
o Influencer marketing.
o Affiliate marketing.
o Mobile marketing (apps, SMS).
o Online advertising.
o Analytics tools.
o Retargeting campaigns.
o Video marketing (YouTube, reels).
Application
1. Promotion Mix for a New Organic Product
o Social media campaigns.
o Health influencer tie-ups.
o Free samples at gyms.
o Discounts on first purchase.
o PR with eco-friendly image.
o Ads on health magazines.
o WhatsApp/email marketing.
o Sponsorship of health events.
o Bundle with organic groceries.
o Loyalty cards.
o Online store presence.
 o Storytelling ads about sustainability.
2. Amazon’s distribution system in India
o Large network of warehouses.
o Last-mile delivery partners.
o Prime fast delivery.
o Use of AI for routing.
o Tie-ups with local stores.
o Rural expansion.
o Reverse logistics (easy returns).
o COD option.
o Real-time tracking.
o Seller central platform.
o Festive season capacity scaling.
o Builds strong reliability.
Difficult
1. Challenges in Managing Promotion Mix
o High cost of advertising.
o Difficulty in integration.
o Measuring effectiveness is tough.
o Rapidly changing digital trends.
o Customer resistance to ads.
o Miscommunication risks.
o Over-promotion damages brand.
o Competitors copy campaigns.
o Cultural differences in global ads.
o Legal restrictions on content.
o Balancing traditional + digital.
o Requires continuous innovation.
MODULE 3: PROMOTION AND DISTRIBUTION
TWO MARKS QUESTIONS (2 lines each)
Direct
1. Define Promotion Mix.
→ Promotion mix is the combination of tools like advertising, sales promotion, PR,
personal selling, and direct marketing.
→ Used to communicate and persuade customers.
2. What is Advertising?
→ Paid, non-personal communication through media.
→ Helps in building awareness and brand image.
3. What is Sales Promotion?
→ Short-term incentives to boost sales.
→ Example: Discounts, coupons, free samples.
4. Define Public Relations (PR).
→ Activities to build positive image of company.
→ Example: Press releases, events, CSR.
5. What is Personal Selling?
→ Direct interaction between salesperson and customer.
→ Helps in building trust and closing sales.
6. What is Digital Marketing?
→ Promotion through digital channels like websites, social media, and email.
→ Provides global reach and low cost.
7. Define Distribution Channel.
→ Path through which products reach consumers.
→ Includes wholesalers, retailers, agents, and online platforms.
8. What is Direct Channel?
→ Producer sells directly to customer.
→ Example: Amul parlors, company websites.
9. What is Indirect Channel?
→ Use of intermediaries like wholesalers/retailers.
→ Example: FMCG products sold in Kirana shops.

Application
1. Coca-Cola promotion strategy.
→ Uses TV ads, sponsorships, events, and digital media.
→ Creates emotional connection with “Open Happiness”.
 2. Nike’s promotional mix.
→ Endorsements by athletes.
→ Strong social media campaigns with “Just Do It”.
3. Amazon distribution strategy.
→ Wide logistics network with warehouses and delivery partners.
→ Fast delivery through Prime.

Difficult
1. Challenges in digital marketing.
→ High competition and ad clutter.
→ Risk of negative reviews and data privacy issues.
2. Impact of poor distribution strategy.
→ Delays in product reach.
→ Loss of customer trust and market share.

FIVE MARKS QUESTIONS (7 points each)

Direct
1. Elements of Promotion Mix
o Advertising → Paid communication.
o Sales Promotion → Short-term incentives.
o Personal Selling → Direct interaction.
o Public Relations → Brand image building.
o Direct Marketing → Email, messages, catalogs.
o Digital Marketing → Online and social media.
o Sponsorship/Events → Increases visibility.
2. Importance of Advertising
o Creates awareness.
o Builds brand identity.
o Reaches large audience.
o Supports sales team.
o Encourages repeat purchase.
 o Educates customers.
o Builds long-term brand equity.
3. Functions of Distribution Channels
o Product movement from producer to buyer.
o Breaking bulk.
o Storage of products.
o Providing credit facilities.
o Offering customer service.
o Market information sharing.
o Creating product availability.
Application
1. Promotion strategy for Startups
o Use social media.
o Provide discounts.
o Collaborate with influencers.
o Participate in events.
o Use referral programs.
o Target ads online.
o Word-of-mouth promotion.
2. Reliance Jio distribution strategy
o Wide physical outlets.
o Digital recharges.
o Exclusive Jio stores.
o Partnerships with retailers.
o Strong after-sales service.
o Online availability.
o Rural + urban reach.
Difficult
1. Limitations of Promotion Mix
 o Expensive advertising.
o Difficult to measure results.
o Over-promotion irritates customers.
o Misleading ads create distrust.
o Too many channels confuse.
o Short-term promotions reduce profits.
o Legal restrictions on ads.

TEN MARKS QUESTIONS (12 points each)

Direct
1. Role of Promotion in Marketing
o Creates awareness.
o Attracts new customers.
o Educates about features.
o Builds brand image.
o Stimulates demand.
o Supports sales force.
o Encourages repeat purchase.
o Differentiates from competitors.
o Helps market entry.
o Improves customer loyalty.
o Increases profitability.
o Ensures long-term growth.
2. Types of Distribution Channels
o Direct channel.
o Indirect channel (1-level, 2-level, 3-level).
o Online/e-commerce channel.
o Franchise model.
 o Multichannel distribution.
o Exclusive distribution.
o Intensive distribution.
o Selective distribution.
o Hybrid channels.
o Example: Apple uses exclusive retail.
o Example: FMCG uses intensive retail.
o Each has pros & cons.
3. Digital Marketing Tools
o SEO (Search Engine Optimization).
o SEM (Search Engine Marketing).
o Social Media Marketing.
o Email marketing.
o Content marketing.
o Influencer marketing.
o Affiliate marketing.
o Mobile marketing (apps, SMS).
o Online advertising.
o Analytics tools.
o Retargeting campaigns.
o Video marketing (YouTube, reels).
Application
1. Promotion Mix for a New Organic Product
o Social media campaigns.
o Health influencer tie-ups.
o Free samples at gyms.
o Discounts on first purchase.
o PR with eco-friendly image.
o Ads on health magazines.
 o WhatsApp/email marketing.
o Sponsorship of health events.
o Bundle with organic groceries.
o Loyalty cards.
o Online store presence.
o Storytelling ads about sustainability.
2. Amazon’s distribution system in India
o Large network of warehouses.
o Last-mile delivery partners.
o Prime fast delivery.
o Use of AI for routing.
o Tie-ups with local stores.
o Rural expansion.
o Reverse logistics (easy returns).
o COD option.
o Real-time tracking.
o Seller central platform.
o Festive season capacity scaling.
o Builds strong reliability.
Difficult
1. Challenges in Managing Promotion Mix
o High cost of advertising.
o Difficulty in integration.
o Measuring effectiveness is tough.
o Rapidly changing digital trends.
o Customer resistance to ads.
o Miscommunication risks.
o Over-promotion damages brand.
o Competitors copy campaigns.
 o Cultural differences in global ads.
o Legal restrictions on content.
o Balancing traditional + digital.
o Requires continuous innovation.
MODULE 4: MARKETING RESEARCH AND CONSUMER BEHAVIOR

TWO MARKS QUESTIONS (2 lines each)

Direct
1. Define Marketing Research.
→ Systematic collection and analysis of market data.
→ Helps managers in decision-making.
2. What is Consumer Behavior?
→ Study of how people buy, use, and dispose of products.
→ Includes cultural, social, personal, and psychological factors.
3. What is Primary Data?
→ Data collected directly from sources like surveys and interviews.
→ It is fresh and specific to the problem.
4. What is Secondary Data?
→ Data already collected for other purposes.
→ Example: Government reports, company records.
5. Define Sampling.
→ Process of selecting a small group from a population.
→ Helps in studying entire population economically.
6. What is a Questionnaire?
→ A set of structured questions for data collection.
→ Used in surveys and interviews.
7. What is Motivation in Consumer Behavior?
→ Inner drive that pushes customers to satisfy needs.
→ Example: Hunger motivates food purchase.
8. What is Perception?
→ Process by which consumers select and interpret information.
→ Affects buying decision.

Application
 1. Swiggy using consumer behavior.
→ Analyzes customer food habits and delivery needs.
→ Offers personalized recommendations.
2. Amazon using research data.
→ Uses purchase history for suggestions.
→ Tracks consumer preferences with AI.
3. Colgate new toothpaste launch.
→ Conducts surveys and product testing.
→ Ensures product matches consumer expectations.

Difficult
1. Challenges in data collection.
→ High cost and time.
→ Respondents may give false answers.
2. Impact of psychological factors.
→ Motivation, perception, and learning shape decisions.
→ Can change customer loyalty and brand choice.

FIVE MARKS QUESTIONS (7 points each)

Direct
1. Steps in Marketing Research
o Define problem.
o Set objectives.
o Design research plan.
o Collect data.
o Analyze data.
o Interpret results.
o Present report.
2. Importance of Consumer Behavior Study
o Understand needs.
o Design right products.
o Set suitable prices.
 o Select right channels.
o Create effective promotion.
o Build loyalty.
o Stay ahead of competition.
3. Factors Influencing Consumer Behavior
o Cultural factors.
o Social groups & family.
o Personal factors (age, income).
o Psychological factors.
o Lifestyle.
o Attitude & personality.
o Situational factors.
Application
1. Netflix consumer research use
o Collects viewing history.
o Suggests personalized content.
o Tests new features with samples.
o Uses surveys and feedback.
o Tracks global trends.
o Creates original shows for segments.
o Ensures customer retention.
2. Flipkart data use
o Analyzes search history.
o Personalizes ads.
o Offers discounts based on demand.
o Uses AI for suggestions.
o Improves delivery services.
o Expands categories by demand.
o Enhances customer experience.
Difficult
1. Limitations of Marketing Research
o Expensive process.
o Time-consuming.
o Data may be inaccurate.
o Respondent bias.
o Rapid market changes.
o Misuse of results.
o Limited use in dynamic industries.

TEN MARKS QUESTIONS (12 points each)

Direct
1. Role of Marketing Research in Decision Making
o Provides accurate information.
o Helps identify opportunities.
o Reduces risks.
o Improves product design.
o Aids pricing decisions.
o Selects right distribution channels.
o Guides promotional strategy.
o Monitors competitors.
o Tracks customer satisfaction.
o Assists in forecasting.
o Builds long-term strategies.
o Improves overall efficiency.
2. Models of Consumer Behavior
o Economic model.
o Psychological model.
 o Sociological model.
o Howard-Sheth model.
o Nicosia model.
o Engel-Blackwell-Miniard model.
o Helps explain decisions.
o Useful for different industries.
o Connects theory with practice.
o Improves marketing effectiveness.
o Predicts customer actions.
o Guides product design.
Application
1. Starbucks using consumer behavior study
o Studies lifestyle & habits.
o Offers premium pricing.
o Personalizes drinks.
o Creates ambiance for loyalty.
o Uses mobile apps for ordering.
o Adapts menu locally.
o Rewards program.
o Digital campaigns.
o Social media listening.
o CSR to appeal socially.
o Constantly innovates.
o Builds emotional connection.
2. Zomato using market research
o Tracks food demand by location.
o Tests new features.
o Uses customer reviews.
o Segments by age & lifestyle.
 o Provides festival offers.
o Improves delivery times.
o Predicts food trends.
o Uses surveys for feedback.
o Adds cloud kitchens.
o Enhances app UI.
o Builds restaurant partnerships.
o Strengthens brand image.
Difficult
1. Challenges in Consumer Behavior Research
o Constantly changing tastes.
o Cultural differences.
o Misinterpretation of data.
o Difficulty in predicting future.
o Costly and complex.
o Requires technology.
o Privacy concerns.
o Fake responses.
o Influenced by external factors.
o Time-consuming.
o Not always reliable.
o Must be combined with experience.
MODULE 5: EMERGING TRENDS IN MARKETING

TWO MARKS QUESTIONS (2 lines each)

Direct
1. What is Digital Marketing?
→ Promotion of products through online platforms.
→ Uses tools like SEO, SEM, social media, and email.
 2. Define Green Marketing.
→ Marketing eco-friendly and sustainable products.
→ Focuses on environmental safety.
3. What is Relationship Marketing?
→ Building long-term customer relationships.
→ Focuses on loyalty and repeat business.
4. What is Viral Marketing?
→ Promotion spread quickly like “word of mouth” online.
→ Example: Meme campaigns.
5. Define Influencer Marketing.
→ Using social media personalities to promote products.
→ Builds trust with followers.
6. What is Social Media Marketing?
→ Promoting business through platforms like Instagram, Facebook.
→ Increases reach and brand awareness.
7. What is Content Marketing?
→ Creating valuable content to attract customers.
→ Example: Blogs, videos, infographics.

Application
1. Example of Viral Marketing.
→ Dove “Real Beauty” campaign spread worldwide.
→ Connected emotionally with people.
2. Example of Green Marketing.
→ Tesla promotes electric vehicles as eco-friendly.
→ Builds a sustainable brand image.
3. Example of Influencer Marketing.
→ Nike collaborating with athletes on Instagram.
→ Boosts product credibility.

Difficult
1. Challenge in Digital Marketing.
→ Too much competition online.
→ Requires continuous updates.
2. Limitation of Social Media Marketing.
→ Risk of negative comments spreading fast.
→ Difficult to control brand image.
FIVE MARKS QUESTIONS (7 points each)
Direct
1. Features of Digital Marketing
o Cost-effective.
o Global reach.
o Two-way communication.
o Easy tracking of results.
o Personalized targeting.
o Fast and flexible.
o Supports multiple formats.
2. Advantages of Green Marketing
o Protects environment.
o Builds positive brand image.
o Attracts eco-conscious buyers.
o Meets government regulations.
o Encourages innovation.
o Increases competitiveness.
o Creates long-term trust.
3. Types of Online Marketing
o SEO (Search Engine Optimization).
o SEM (Search Engine Marketing).
o Social Media Marketing.
o Content Marketing.
o Email Marketing.
o Affiliate Marketing.
o Influencer Marketing.
Application
 1. Amazon using Digital Marketing
o Personalized ads.
o Email offers.
o Mobile app notifications.
o Social media promotions.
o SEO for product ranking.
o Video ads on YouTube.
o Loyalty programs.
2. Starbucks using Relationship Marketing
o Rewards program.
o Personalized app offers.
o Friendly in-store experience.
o Consistent quality.
o Community events.
o Customer feedback system.
o Emotional connection with brand.
Difficult
1. Limitations of Emerging Marketing Trends
o High competition.
o Risk of privacy issues.
o Requires skilled professionals.
o Fast-changing technology.
o Negative publicity spreads fast.
o Fake influencers reduce trust.
o Cost of constant updates.

TEN MARKS QUESTIONS (12 points each)

Direct
 1. Role of Social Media in Marketing
o Increases brand awareness.
o Connects directly with customers.
o Low-cost promotion.
o Targets specific groups.
o Supports viral campaigns.
o Helps in customer feedback.
o Improves engagement.
o Builds brand loyalty.
o Tracks competitors.
o Provides instant updates.
o Useful for product launches.
o Strengthens digital presence.
2. Tools of Digital Marketing
o SEO.
o SEM.
o Content Marketing.
o Social Media Marketing.
o Influencer Marketing.
o Affiliate Marketing.
o Email Marketing.
o Mobile Marketing.
o Display Ads.
o Analytics tools.
o Video Marketing.
o Chatbots.
Application
1. Case Study: Zomato’s Digital Marketing
o Engaging memes.
 o Personalized offers.
o Push notifications.
o Location-based marketing.
o Social media campaigns.
o Influencer tie-ups.
o App-based discounts.
o Food festival promotions.
o Use of AI for preferences.
o Strong email marketing.
o Emotional ads.
o High customer recall.
2. Case Study: Coca-Cola Green Marketing
o Uses recycled bottles.
o Promotes water conservation.
o Energy-efficient plants.
o CSR eco-projects.
o Campaigns about sustainability.
o Eco-friendly packaging.
o Partners with NGOs.
o Community awareness programs.
o Encourages responsible disposal.
o “World Without Waste” initiative.
o Attracts eco-friendly buyers.
o Builds global goodwill.
Difficult
1. Challenges in Digital & Social Media Marketing
o Cybersecurity risks.
o Data privacy issues.
o Negative viral posts.
 o Fake followers.
o Ad-blockers reduce reach.
o Rapidly changing platforms.
o High competition.
o Need for constant creativity.
o Expensive influencer campaigns.
o Fake reviews affect trust.
o Hard to measure emotional impact.
o Overload of online ads.
MODULE 6: MARKETING IN SERVICES SECTOR

TWO MARKS QUESTIONS (2 lines each)

Direct
1. What are Services?
→ Intangible activities offered to satisfy customer needs.
→ Example: Banking, education, healthcare.
2. Define Service Marketing.
→ Marketing activities focused on promoting services.
→ Based on customer experience, trust, and value.
3. What is Service Quality?
→ Measurement of how well service meets expectations.
→ Creates satisfaction and loyalty.
4. What are 7Ps of Service Marketing?
→ Product, Price, Place, Promotion, People, Process, Physical Evidence.
→ Used for service industry marketing mix.
5. Define Customer Satisfaction.
→ Feeling of content when service meets needs.
→ Leads to loyalty and repeat use.
6. What is Service Differentiation?
→ Making service unique to stand out.
→ Example: Fast delivery by Amazon.

Application
 1. Example of Service Marketing in Banking.
→ SBI offers net banking and mobile apps.
→ Provides trust and convenience.
2. Example of Service Marketing in Hospitality.
→ OYO offers budget-friendly stays with apps.
→ Builds trust with transparency.
3. Example of Service Differentiation.
→ Zomato differentiates with fast delivery.
→ Adds loyalty through offers.

Difficult
1. Challenge in Marketing Services.
→ Services cannot be stored.
→ Quality may vary person to person.
2. Limitation of Service Quality Measurement.
→ Customer expectations keep changing.
→ Hard to measure emotions and experience.

FIVE MARKS QUESTIONS (7 points each)

Direct
1. Characteristics of Services (IHIP)
o Intangibility.
o Heterogeneity (varies by provider).
o Inseparability (produced & consumed together).
o Perishability (cannot be stored).
o People-driven.
o Customer participation needed.
o Experience-based.
2. Importance of Service Marketing
o Builds strong brand image.
o Increases customer trust.
o Creates loyalty.
 o Helps differentiate services.
o Improves service quality.
o Attracts new customers.
o Supports growth in service sector.
3. 7Ps of Service Marketing Mix
o Product (core service).
o Price (service charges).
o Place (delivery channels).
o Promotion (ads, offers).
o People (staff & employees).
o Process (service delivery method).
o Physical Evidence (environment, facilities).
Application
1. Service Marketing in Airlines (IndiGo example)
o Low-cost pricing.
o On-time performance.
o Easy online booking.
o User-friendly app.
o Trained staff.
o Loyalty programs.
o Wide route network.
2. Service Marketing in Healthcare (Apollo example)
o 24/7 care.
o Advanced technology.
o Skilled doctors.
o Online consultations.
o Health packages.
o Clean facilities.
o Trust-building reputation.
Difficult
1. Challenges in Service Marketing
o Intangible nature of services.
o Customer expectations vary.
o Difficult to standardize.
o Perishability.
o Competition is high.
o Requires trained staff.
o High cost to maintain quality.

TEN MARKS QUESTIONS (12 points each)

Direct
1. Differences between Goods and Services
o Goods are tangible, services are intangible.
o Goods can be stored, services perish.
o Goods are standardized, services vary.
o Goods can be owned, services are only experienced.
o Goods are produced separately, services produced-consumed together.
o Goods need less customer involvement, services need more.
o Services rely on people.
o Goods quality measured easily, services hard to measure.
o Goods can be returned, services cannot.
o Goods are visible, services invisible.
o Goods transportable, services not.
o Customer satisfaction more crucial in services.
2. Strategies to Improve Service Quality
o Train employees.
o Collect customer feedback.
 o Set clear service standards.
o Use technology.
o Personalize services.
o Reduce waiting time.
o Improve communication.
o Ensure transparency.
o Monitor performance.
o Reward staff performance.
o Handle complaints quickly.
o Focus on long-term relationships.
Application
1. Case Study: Ola Service Marketing
o Affordable pricing.
o Mobile app convenience.
o GPS-based rides.
o Safe travel assurance.
o Trained drivers.
o Multiple ride options.
o Customer support.
o Promotions & discounts.
o Wide availability.
o Fast complaint resolution.
o Focus on technology.
o Builds trust in urban transport.
2. Case Study: Airbnb Service Marketing
o Affordable stays.
o Global network.
o Personalized travel options.
o Easy app & website.
 o Unique home experience.
o Safety assurance.
o Customer reviews system.
o Host support programs.
o Local experiences.
o Flexible booking.
o Strong brand reputation.
o Creates global community.
Difficult
1. Future Trends in Service Marketing
o AI and chatbots in service delivery.
o AR/VR in hospitality and travel.
o Digital healthcare.
o On-demand services.
o Subscription models.
o Green and sustainable services.
o Social media influence.
o Hyper-personalization.
o Data-driven insights.
o Self-service kiosks.
o Global service platforms.
o Strong focus on customer experience.