Assignment - A

In what- way is the knowledge of the Indian consumer environment a prerequisite for marketers in the design and development of suitable marketing plans? Discuss.  

To fight against dowry system, the Government of a state approaches you as a leading social marketing firm to alleviate and curb this menace. Prepare a complete social marketing proposal outlining the four Ps and how they will be applied to the programme.

of the users of each social platform before choosing which to invest your time and energy in to. (or engage a social marketing firm to do this for you)
Promotion = Messaging
Promotion within a social media platform is unlike any other marketing medium. Because the nature of the relationship with each and every individual is based on permission, care must be taken in pushing out promotion. Those who promote too directly, frequently or forcibly risk turning off their audiences and losing them forever. Successful social media marketing communications typically deploy a strategy of balance between 1-to-1 communication, promotional offers and perhaps highly specific calls to action. 
Distinguish between Market Segmentation and Product Differentiation. Describe the bases that you will use in segmenting the market for the following products:
Hair dryer
Low calorie sweetener    

4. What is consumer behavior? Explain briefly the various factors influencing consumer behavior taking example of any consumer durable of your choice

5. Write short notes on the following.
Marketing Process and Marketing Plan

Consumer Adoption Process

Societal marketing

Marketing Information System

6. Briefly explain the various steps in the consumer decision making process. Do all consumer decisions involve these steps? Justify your answer. Describe the steps in the consumer decision making process in each of the following cases. 
A business man considering the purchase of a new mobile phone for communication between the branches of his firm.
A consumer considering the purchase of a headache remedy that is advertised as stronger and more effective    

7. Why does the marketing mix change as the products move through the PLC? How would you expect the mix to change for an innovative home exercise kit as it moves through the product life cycle? How can test marketing be helpful in launching new products?

8. Marketing success largely depends on the effective STP strategies adopted by the firm. Discuss the above statement with two examples of your choice. What would be suitable segmentation basis for the following and why?

Premium brand of after shave lotion
Rs. 1 lac small car proposed by a leading Indian car manufacturer.

Assignment – B
Read the case study given below and answer the questions given at the end.
Pint sized Purifier

Water purification (households) market in India is slowly becoming competitive with the introduction of Aquaguard in a big way. Zero-B is another brand which has been in the market for the last few years. It also offers portable models (tumblers). New brands are also entering the market. Aquapen, a pocket sized water purifier was launched in 1997 at a cost of Rs. 594. The product works on a 6V battery and has a LED indicator which flashes every five seconds to indicate the product is operational. The purification process lasts for about 50 seconds. A battery lasts for about 5000 glasses. The company planned to retail the product at around 50,000 outlets and had planned an advertising budget of Rs. 5 crores.

Question - Taking into account, the other brands in this market, formulate a detailed marketing plan for Aqua pen addressing the following issues: 

Formulating the Marketing Strategy for Aqua pen –

Formulating the marketing strategy consists of two main steps-1- Selecting the target market- It does not fully bring out the import of the inseparable linkage between the two. When the selection of the target market is over an important part of the marketing strategy of the firm is already determined, defined and expressed.2- Assembling the marketing mix- Assembling the marketing mix means assembling the four p’s of marketing in the right combination.

Marketing objectives

Consider what you must do to maintain a competitive edge. This might include:
increasing sales by territory and product
increasing the number of customers
increasing the value of sales per customer
lifting your business profile
improving the standard of customer service
competitive prices
Introducing new products or services.

Ensure the objectives you set can be converted to numbers and can therefore be measured – this makes them easier to manage.

Definition of your target market

Segment the market by dividing it into smaller groups based on customer characteristics such as geography, demographics and psychographics (e.g. personality, lifestyle) or buying situations such as desired benefits, rate of usage and buying conditions.
Select the segment(s) you want to target based on such factors as customer demand, your relative competitive position and profitability.

Analysis of your present market position

Industry
size of the domestic market
size of the export market
your existing market share
your potential market share

Customers
who your customers (or potential customers) are
why your customers do business with you
demographics and other characteristics
the methods you use, or propose to use, to communicate with your customers
how effective these methods are
quality of service
what your customers' prime decision-making motivations are, e.g. price, quality, service

Products or services
a description of what you offer
what makes your products or services competitive
how they are different from those offered by your competitors
how they satisfy customers
quality, design and appearance
costs of producing and distributing
your unique selling proposition (USP)
details about production time

Pricing policy

the value that customers perceive in your products or services
benefits that you offer
cost of producing and distributing your product or service
strengths of your product or service relative to that of your competitors
your business image
prices charged by your competitors (exercise care here – their product or service may not be truly comparable to your own)
sensitivity of customer demand to price variations
alternatives to changes in price
impact of price changes on your sales volume and profits

Marketing strategies for each product or customer group

Product strategies
number of items to be included in your product or service range
opportunities for introducing better or exclusive products in the future
labelling and packaging
branding
product or service launches
approaches to raise the standard of customer service
warranties or guarantees you propose to extend to your customers
budget

Price strategies
target returns on investment
how you propose to price your product or service so it is attractive to your customers
how you intend to maintain or improve your profit margins

Place strategies
system for distributing your product or service (e.g. retail, wholesale, sales staff, agents, online)
where you propose to locate your business and why
budget

Promotion strategies
advertising
direct marketing
sales promotion
sponsorship
public relations
social media
communication methods with customers and potential customers
appearance of premises and staff
range and standard of sales literature
budget

a) Specify the target segment you would select for Aqua pen. 

b) What will be its positioning? 

c) Identify the media strategy to reach out to the target segments. 

d) Comment on the distribution strategy.

Assignment – C
Which of the following statements is correct?

Marketing is the term used to refer only to the sales function within a firm
Marketing managers usually don't get involved in production or distribution decisions
Marketing is an activity that considers only the needs of the organization, not the needs of society as a whole 
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

The term marketing refers to:

New product concepts and improvements
Advertising and promotion activities
A philosophy that stresses customer value and satisfaction
Planning sales campaigns

A marketing philosophy summarized by the phrase "a good product will sell itself" is characteristic of the_________ period.

Production
Sales
Marketing
Relationship

In the relationship marketing firms focus on__________ relationships with__________.
Short term; customers and suppliers
Long term; customers and suppliers
Short term; customers
Long term; customers

The Coca Cola organization is an official sponsor of the Olympics. The firm is engaging in:

Place marketing
Event marketing
Person marketing
Organisation marketing

Which of the following is NOT an element of the marketing mix?  

Distribution
PRODUCT
TARGET MARKET
PRICING

The term "marketing mix" describes:   
A composite analysis of all environmental factors inside and outside the firm
A series of business decisions that aid in selling a product
The relationship between a firm's marketing strengths and its business weaknesses
A blending of four strategic elements to satisfy specific target markets

Diversification is best described as which of the following?  

Existing products in new markets
Existing products in existing markets
New products for new markets
New products for existing markets

Market expansion is usually achieved by: 

More effective use of distribution
More effective use of advertising
By cutting prices
All of the above are suitable tactics

A market with which of the following characteristics would generally be less competitive?  

High barriers to entry
Lots of potential substitutes exist
Strong bargaining power among buyers
Strong bargaining power among suppliers

Marketing decision makers in a firm must constantly monitor competitors' activities-their products, prices, distribution, and promotional efforts-because   

The competitors may be violating the law and can be reported to the authorities
The actions of competitors may threaten the monopoly position of the firm in its industry
The actions of competitors may create an oligopoly within an industry
New product offerings by a competitor with the resulting competitive variations may require adjustments to one or more components of the firm's marketing mix
When looking at consumer income, marketers are most interested in

 Discretionary income
Deferred income
Inflationary income
Disposable income

Today's marketers need---  

Neither creativity nor critical thinking skills
Both creativity and critical thinking skills
Critical thinking skills but not creativity
Creativity but not critical thinking skills

Political campaigns are generally examples of---

Cause marketing
Organization marketing
Event marketing
Person marketing

Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of---   

Pricing
Distribution
Product development
Promotion

Toyota's Prius and Honda's hybrid Civic are examples of technological products inspired by---

Style considerations in the Japanese automobile industry
Social pressure to develop more fuel-efficient vehicles with fewer dangerous emissions
The desire of many engineers to simply make interesting products
The realization that Japanese people didn't need large, high-speed cars

_____ is the collection and interpretation of information about forces, events, and relationships that may affect the organization.

Environmental scanning
Stakeholder analysis
Market sampling
Opportunity analysis

Assume you are in charge of the politically-mandated process of converting the economy of a developing African nation from state-controlled to market-driven business ventures. Your ability to control_____ will most likely determine the future success of the country and its government.  
 
The culture
Marketing
Technology
Competitive environment

Which of the following is typically NOT a result of recognizing the importance of ethnic groups by marketers?

Use of an undifferentiated one-size-fits-all marketing strategy
Different pricing strategies for different groups
Variations in product offerings to suit the wants of a particular group
Study of ethnic buying habits to isolate market segments

Early adopters of which opinion leaders are largely comprised of and  tend to be---  
 
Generalized; that is, they tend to lead the group on most issues
More likely to buy new products before their friends do and voice their opinions about them
From the upper class; people from other classes are more likely to be followers
Quiet, withdrawn people who don't make fashion statements or take risks easily

An imbalance between a consumer's actual and desired state in which recognition that a gap or problem needs resolving is called--  

Motive development
An attitudes
A self-concept
Product Evolutions

According to Maslow’s Hierarchy of Needs theory, the need for fulfillment, for realizing one's own potential, and for fully using one's talents and capabilities are examples of__________ needs.

Self-actualization
Physiological
Social
Esteem

Strategic marketing planning establishes the

Resource base provided by the firm's strategy
Economic impact of additional sales
Tactical plans that must be implemented by the entire organization
Basis for any marketing strategy

The strategic marketing planning process begins with---

The writing of the mission statement
The establishment of organizational objectives
The formulation of a marketing plan
Hiring a senior planner

Which of the following is a strategic marketing planning tool? 

The market share/market growth (BCG) matrix
The consumer scanning model
A market vulnerability/business opportunity matrix
Market sheet analysis

These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to maximize short-term profits and stimulate a positive cash flow. 

Harvest objectives
Divest objectives
Hold objectives
Growth objectives

These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited

Niche
Hold
Harvest
Divest

Market expansion is usually achieved by:  

More effective use of distribution
More effective use of advertising
By cutting prices
All of the above are suitable tactics

Diversification is best described as which of the following?   

Existing products in new markets
Existing products in existing markets
New products for new markets
New products for existing markets

When companies make marketing decisions by considering consumers' wants and the long-run interests of the company, consumer, and the general population, they are practicing which of the following principles?   

Innovative marketing
Consumer-oriented marketing 
Value marketing
Societal marketing
The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives is called---   

Marketing strategy.
Marketing control.
Marketing analysis
Marketing implementation

The total number of items that the company carries within its product lines refers to the ___________ of the product mix.

Width
Depth
Length
Consistency

The use of price points for reference to different levels of quality for a company's related products is typical of which product-mix pricing strategy?   

Optional-product pricing
Captive-product pricing
By-product pricing
Product line pricing

_______________ is a strategy of using a successful brand name to launch a new or modified product in a new category.  
 
Duo-branding
Line extension
Brand extension
Multi-branding

The fact that services cannot be stored for later use or sale is evidence of their---   

Ntangibility
Inseparability.
Variability.
Perish ability

_________________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.  
The promotion mix
Integrated international affairs
Integrated marketing communications
Integrated marketing communications

The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the:  

Decline stage
Introduction stage
Growth stage.
Maturity stage

If Honda uses its company name to cover such different products as its automobiles, lawn mowers, and motorcycles, it is practicing which of the following strategies?  

New brand strategy
Line extension strategy
multi-brand strategy
Brand extension strategy

The _______________ holds that consumers will favor products that are available and highly affordable (therefore, work on improving production and distribution efficiency).   

Product concept
Production concept
Production cost expansion concept
Marketing concept

When producers, wholesalers, and retailers act as a unified system, they comprise a---  

Conventional marketing system 
Power-based marketing system
Horizontal marketing system
Vertical marketing system.