MMII Introsession

8/20/2019 MMII Introsession

1/30

Marketing Management IIHow much do you remember from Marketing

Management I ???


2/30

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


3/30

Let us review MM1

1. Marketing is a------------ process

a) Societalb) Elementaryc) Politicald) Commercial


4/30

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!


5/30

.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!


6/30

,. &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!


7/30

/. &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.


8/30


9/30

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!!!


10/30

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!


11/30

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!


12/30

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!


13/30

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!!


14/30

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


15/30

1. Comple< b#ying beha"io#r is e


16/30


17/30

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


18/30

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!


19/30

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!


20/30

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


21/30

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


22/30

2=. %t hich stage of P>C are the profits loest*

a) 4ntrod#ctionb) ;rothc) Mat#rityd) decline


23/30

21. @al#e based pricing starts ith the *

a) Companys costb) C#stomerc) Competitorsd) 7one of the abo"e


24/30

22.&he dependence on channel members to dri"e sales isgreater in

a) P#sh strategyb) P#ll strategy


25/30

2. Which of the folloing channels are most e


26/30

2,. Promotion mi< consists of *

a) ----------------b) ----------------c) ----------------d) ----------------


27/30

2/. %4$% stands for ---------------------------------------------------------------------


28/30

?olistic marketingCore competencyS6:6C; Matri


29/30

$emographic segmentationPsychographic segmentation6enefit based segmentation&argeting

A prod#ct speciali0ation "s. market speciali0ation

A 7iche marketing


30/30

MM 2 foc#ses on strategy form#lation( implementation and control

Let us review the outline of a marketing lan

Documents

MMII Introsession