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Marketing Management Answers

The document outlines key concepts in marketing management, including segmentation, digital marketing, and the consumer buying process. It covers various marketing strategies such as product differentiation, integrated marketing communication, and the 4 Ps of marketing. Additionally, it discusses the differences between products and services, as well as the marketing environment's internal and external factors.

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21 views1 page

Marketing Management Answers

The document outlines key concepts in marketing management, including segmentation, digital marketing, and the consumer buying process. It covers various marketing strategies such as product differentiation, integrated marketing communication, and the 4 Ps of marketing. Additionally, it discusses the differences between products and services, as well as the marketing environment's internal and external factors.

Uploaded by

kbappu786
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BBA 1MN 101 — MARKETING MANAGEMENT

(Answers)

SECTION A (3 marks each)


1. Demographic & Geographic Segmentation – Demographic divides market by age, gender,
income, etc. Geographic divides by location or climate. Both help target customers effectively.
2. Marketing Management – Planning, organizing, directing & controlling marketing activities to
satisfy customer needs & achieve business goals.
3. Digital Marketing – Use of internet, social media, search engines, etc. for promoting products &
engaging customers online.
4. Personal Selling – Direct, face-to-face communication between seller & buyer to persuade
purchase.
5. AI Marketing – Use of artificial intelligence (machine learning, analytics) to personalize &
optimize marketing.
6. PLC – Product Life Cycle: Introduction, Growth, Maturity, Decline.
7. Wholesalers & Retailers – Wholesalers buy in bulk & sell to retailers; retailers sell to end
consumers.
8. IMC – Integrated Marketing Communication: coordination of all promotional tools for consistent
brand message.
9. Pricing & Psychological Pricing – Pricing = deciding the selling price. Psychological pricing =
pricing to influence perception (e.g., ■199 instead of ■200).
10. Pre & Post Purchase Behaviour – Pre: need recognition, search, evaluation. Post: satisfaction,
feedback, loyalty.

SECTION B (6 marks each)


11. Consumer Buying Process – Need recognition, info search, evaluation of alternatives,
purchase, post-purchase.
12. GE McKinsey Matrix – Portfolio tool with 2 axes: industry attractiveness & business strength.
Suggests invest, hold, or divest strategies.
13. Product Differentiation – Creating uniqueness through features, quality, service or brand.
Important for reducing competition & building loyalty.
14. 4 Ps – Product, Price, Place, Promotion; foundation of marketing mix.
15. Sustainable & Affiliate Marketing – Sustainable: eco & ethical focus. Affiliate: commission-based
online referrals.
16. Selling vs Marketing – Selling = product-focused, short-term; Marketing = customer-focused,
long-term value creation.
17. Factors Affecting Promotion Mix – Product type, target audience, life cycle, budget, objectives,
competition, media cost.
18. Retailer Services – To wholesalers: market info, sales. To consumers: convenience, variety,
service, after-sales support.

SECTION C (10 marks each)


19. Products vs Services – Products tangible, Services intangible. 7 Ps of Service Marketing:
Product, Price, Place, Promotion, People, Process, Physical Evidence.
20. Marketing Environment – Internal (company), Micro (suppliers, intermediaries, customers,
competitors), Macro (demographic, economic, political, technological, cultural).

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