1.What are the five levels of product? Give example.

2.List out some of the product mix strategies.

3.List the stages in product life cycle and its advantage.
4.What are all the benefits of product portfolio planning? List few product portfolio models.
5.How would you use the theory to define market segmentation?
6.What are the stages in New product development process? Explain concept testing.
7.Test marketing involves testing the new product and the marketing program in more realistic market
settings‐Match the statement.
8. Explain STP and VAL's system of market segmentation.
9. Briefly explain channel management.
10
Define physical distribution and what are the conflicting objectives of physical distribution?
.
11 Outline the channel of distribution for the following: a. Homemade pickles b. Fragrant incense sticks C.
. Handmade boxes
12
List out the difference between Retailing and wholesaling with examples.
.
13
List out different types of stores with example.
.
14
Briefly explain logistics management with example.
.
15
Explain the term product price. List the factors to be considered when setting the product price.
.
16
Explain the influence of discounts, allowances on pricing decisions.
.
17
Summarize the methods of sales promotion.
.
18
Define the concept of advertising. Explain 'DAGMAR' approach in advertising.
.
19
State the advertising budgetary process.List the five "M's in advertising
.
20
Outline the types of advertising media available to Indian Management.
.
Unit 3

1. The five levels of product are:

a. Core Product: This represents the fundamental benefit or service that the customer is seeking.
Example: For a smartphone, the core product is communication.

b. Generic Product: This includes the basic features and attributes of the product. Example: For a
smartphone, it includes calling, texting, and internet browsing.

c. Expected Product: These are the attributes and features that customers expect from a product.
Example: For a smartphone, it includes a touch screen, decent camera, and long battery life.
 d. Augmented Product: These are additional features or services that exceed customer expectations.
Example: For a smartphone, it could be extended warranty, free software updates, or customer
support.

e. Potential Product: These are future innovations or enhancements that could be added to the
product. Example: For a smartphone, it could be features like holographic display or AI-powered
assistants.

2. Product mix strategies include:

a. Product Line Extension b. Product Line Filling c. Brand Extension d. Multibranding e. New Brands

3. Stages in the product life cycle are:

a. Introduction b. Growth c. Maturity d. Decline

Advantage: Helps marketers understand where a product is in its lifecycle and develop appropriate
strategies for each stage, such as pricing, promotion, and distribution adjustments.

4. Benefits of product portfolio planning include:

 Helps in maximizing market share

 Reduces risk through diversification
 Capitalizes on market trends and opportunities
 Facilitates resource allocation

Product portfolio models: Boston Consulting Group (BCG) Matrix, General Electric (GE) Matrix, Shell
Directional Policy Matrix.

5. Market segmentation is the process of dividing a heterogeneous market into smaller, more
homogeneous segments based on certain characteristics such as demographics, psychographics,
behavior, or geography. This theory helps in defining market segments based on identifying common
needs, preferences, or behaviors among customers within those segments.

6. Stages in the New Product Development (NPD) process:

a. Idea Generation b. Idea Screening c. Concept Development and Testing d. Marketing Strategy
Development e. Business Analysis f. Product Development g. Test Marketing h. Commercialization

Concept testing involves presenting the product concept to a sample of potential customers to
evaluate their responses, understanding whether the concept appeals to the target market, and
identifying any necessary modifications.
7. Test marketing involves testing the new product and the marketing program in more realistic market
settings. Match: True.

8. STP stands for Segmentation, Targeting, Positioning, while VALS (Values, Attitudes, and Lifestyles) is a
psychographic segmentation system. STP involves identifying segments of the market, selecting
target segments, and positioning the product to meet the needs of those segments. VALS classifies
consumers into different groups based on their psychological characteristics and lifestyles.

9. Channel management involves overseeing the activities and relationships involved in getting a
product from the manufacturer to the end consumer efficiently and effectively. This includes activities
such as channel selection, managing relationships with intermediaries, and optimizing distribution
strategies.

10. Physical distribution refers to the process of storing, handling, and transporting goods from the
manufacturer to the end consumer. Conflicting objectives of physical distribution include minimizing
costs while maximizing customer service levels, balancing inventory levels, and ensuring timely
delivery.

11. Channels of distribution:

a. Homemade pickles: Direct sales through farmers' markets, online platforms, or specialty food
stores. b. Fragrant incense sticks: Distribution through wholesalers to retailers such as gift shops,
spiritual stores, or home décor stores. c. Handmade boxes: Selling through craft fairs, boutique shops,
or online artisanal marketplaces.

12. Difference between Retailing and Wholesaling:

Retailing involves selling products directly to consumers in small quantities, while wholesaling
involves selling products in large quantities to retailers or other businesses. Examples: Retailing -
Department stores, supermarkets. Wholesaling - Distributors, wholesalers.

13. Types of stores:

a. Specialty stores: Nike stores, Apple stores. b. Department stores: Macy's, Nordstrom. c. Convenience
stores: 7-Eleven, Circle K. d. Discount stores: Walmart, Target. e. Supermarkets: Kroger, Tesco.

14. Logistics management involves the planning, implementation, and control of the flow of goods,
services, and information between the point of origin and the point of consumption to meet customer
requirements. Example: Optimizing transportation routes and schedules to minimize costs and
delivery times.

15. Product price refers to the amount of money customers are willing to pay for a product. Factors to
consider when setting the product price include costs, competition, demand, brand image, and
perceived value.
16. Discounts and allowances can influence pricing decisions by affecting the perceived value of the
product, stimulating demand, or encouraging bulk purchases. For example, offering discounts for
early payment or volume purchases can attract customers and increase sales.

17. Methods of sales promotion include:

a. Coupons b. Discounts c. Rebates d. Sampling e. Contests and sweepstakes f. Product

demonstrations

18. Advertising is a form of marketing communication used to promote or sell a product, service, or idea.
The DAGMAR approach (Defining Advertising Goals for Measured Advertising Results) involves
setting specific advertising objectives, determining how to measure the achievement of those
objectives, and evaluating the effectiveness of advertising campaigns based on these objectives.

19. Advertising budgetary process involves allocating resources for advertising activities based on the
organization's overall marketing objectives and available funds. The five "M's in advertising are
Mission, Money, Message, Media, and Measurement.

20. Types of advertising media available to Indian Management include:

a. Television b. Print (Newspapers, Magazines) c. Radio d. Outdoor (Billboards, Posters) e. Digital

(Online banners, Social media ads)

Unit -4
1. Define Business Buyer behavior.
2. Summarize the organizational factors that influence business buyer behavior.
3. Choose one from the major types of buying situations that industry experiences and briefly explain.
4. What are the characteristics of a straight rebuy and a new task?
5. Explain the Role of Decider in the industrial buying process.
6. Briefly discuss about the problem recognition stage related to industrial buying process.
7. In your opinion who is the proposal solicitor in the business buying process.
8. Define the term consumer behavior.
9. Recall the different types of consumer buying behavior.
10. Explain the influence of cultural factors which exist on consumers buying Behavior.
11. How does perception affect consumer behavior?
12. How would you distinguish between organizational buying from consumer buying?
13. What is meant by social class? Explain with example.
14. List out the influence factors of social factors on consumer behavior.
15. Briefly elaborate on customer satisfaction.
16. Briefly explain why customer retention is important.
17. What is the role of marketing managers in ensuring customer satisfaction?
18. What constitute the customer life time value and satisfaction proposition?
 19. Why it is important to reach customer delight and customer devotion than customer satisfaction?
20. Explain the term CRM with examples.
21. What is meant by customer acquisition?
22. Briefly analyses the term customer defection.
23. How can companies increase customer loyalty?
24. What is customer touch point? Why is it important?
25. List out the types of CRM.

1. Business Buyer Behavior refers to the actions and decision-making processes undertaken by
organizations when purchasing goods or services to meet their operational needs or to resell.

2. Organizational factors influencing business buyer behavior include:

a. Organizational objectives b. Organizational structure c. Organizational policies and procedures d.

Purchasing policies e. Buying center dynamics

3. One major type of buying situation is the Modified Rebuy. In a modified rebuy, the buyer wants to
modify product specifications, prices, terms, or suppliers. While they may be satisfied with their
current supplier, they are open to considering alternatives.

4. Characteristics of straight rebuy and new task:

 Straight Rebuy: Routine purchase where the buyer reorders items without any modifications to
existing terms or conditions.
 New Task: First-time purchase of a product or service that requires extensive research and evaluation.

5. The Decider in the industrial buying process is the individual or group within the organization who
has the authority to make the final decision regarding the purchase.

6. Problem recognition stage involves identifying a need or a problem within the organization that can
be addressed through the acquisition of a product or service.

7. The proposal solicitor in the business buying process is typically a salesperson or a representative of
the selling organization who initiates contact with the buying organization and presents a proposal
for their products or services.

8. Consumer behavior refers to the study of individuals and groups and the processes they use to select,
secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and desires.

9. Different types of consumer buying behavior include:

a. Complex buying behavior b. Dissonance-reducing buying behavior c. Habitual buying behavior d.

Variety-seeking buying behavior
10. Cultural factors such as values, beliefs, customs, and norms significantly influence consumers' buying
behavior by shaping their preferences, perceptions, and consumption patterns.

11. Perception affects consumer behavior by influencing how individuals interpret and make sense of
information from the external environment, including marketing stimuli such as advertisements,
product packaging, and brand imagery.

12. Organizational buying involves purchasing goods and services on behalf of an organization for
operational use or resale, whereas consumer buying involves purchasing goods and services for
personal use and consumption.

13. Social class refers to a group of people who share similar socioeconomic status, lifestyle, values,
attitudes, and behaviors. Example: Upper class, middle class, lower class.

14. Influence factors of social factors on consumer behavior include:

a. Reference groups b. Family c. Social roles and status d. Social networks e. Cultural and subcultural
influences

15. Customer satisfaction refers to the extent to which a product or service meets or exceeds customers'
expectations and fulfills their needs and desires.

16. Customer retention is important because it leads to increased customer lifetime value, reduces
marketing costs, fosters positive word-of-mouth, and enhances brand reputation and loyalty.

17. Marketing managers play a crucial role in ensuring customer satisfaction by designing and delivering
products and services that meet customer needs, providing exceptional customer service, and
continuously monitoring and improving the overall customer experience.

18. Customer Lifetime Value (CLV) refers to the total revenue or profit a customer generates over their
entire relationship with a company, while the satisfaction proposition represents the value proposition
offered to customers in exchange for their patronage and loyalty.

19. It is important to reach customer delight and devotion because satisfied customers may still switch
brands if a better offer comes along, whereas delighted and devoted customers are emotionally
connected to the brand, leading to long-term loyalty and advocacy.

20. Customer Relationship Management (CRM) is a strategy and technology used by companies to
manage and analyze customer interactions and data throughout the customer lifecycle, with the goal
of improving customer relationships, retention, and profitability. Example: Salesforce, HubSpot.

21. Customer acquisition refers to the process of attracting and converting new customers to purchase
products or services from a company.
22. Customer defection occurs when customers switch to competitors or stop purchasing from a
company altogether due to dissatisfaction, better offers, or changing needs.

23. Companies can increase customer loyalty through various strategies such as delivering exceptional
customer service, offering loyalty programs, providing personalized experiences, and continuously
engaging with customers to understand and meet their evolving needs.

24. Customer touchpoint refers to any interaction or point of contact between a customer and a
company, such as website visits, social media interactions, phone calls, or in-store experiences. It is
important because each touchpoint contributes to shaping the overall customer experience and
perception of the brand.

25. Types of CRM include:

a. Operational CRM b. Analytical CRM c. Collaborative CRM