1.Segmentation:-is a process of dividing a larger market into distinct groups based on certain criteria.

2.Service:- refers to the act of providing assistance or performing tasks for others. It often involves delivering
intangible value, such as customer support or professional aid.
3.Brand:-is a distinctive identity that represents a company or product. It encompasses visual elements, values, and
perceptions to create a unique market presence.
4.Customer Perceived Value:-is the perceived benefits customers believe they receive from a product or service
relative to its cost, influencing their decision to purchase and overall satisfaction.
5.Gatekeepers:-control access; they decide who enters or progresses in a system, organization, or process.
6.Marketing research:-involves collecting and analyzing data to understand consumer behavior and market trends,
enabling businesses to make informed decisions and develop effective strategies.
7.Customer-perceived value:-is the perceived benefits a customer believes they receive from a product or service
relative to its cost, influencing purchasing decisions.
8.Consumer behavior:-refers to the study of individuals' decisions and actions in acquiring, using, and disposing of
goods and services. It encompasses factors such as motivations, perceptions, and preferences that influence
purchasing choices.
9.Organizational buying:-refers to the process by which businesses and institutions acquire goods and services for
their operations, involving complex decision-making, often influenced by factors such as organizational goals,
budgets, and vendor relationships.
10.Zero-level channel:-refers to a communication pathway with no intermediary devices or components, directly
connecting a sender and receiver. It lacks any additional elements such as amplifiers or repeaters.
11.Product family:-In product family design, a product family is broadly defined as “a set of products that share one
or more common 'element(s)' yet target a variety of different market segments
12.Customer relationship management:-is a strategy that companies use to manage interactions with customers
and potential customers.
13.Product life cycle:-A product's life cycle is usually broken down into four stages; introduction, growth, maturity,
and decline.
14.Marketing Management:-Marketing management involves the process of planning, executing, and overseeing
marketing strategies and tactics to meet an organization’s objectives and satisfy customer needs.
15.Market segmentation:-Market segmentation is a strategy used by businesses to divide a broad target market
into smaller, more manageable groups of consumers with similar needs, characteristics, or behaviours.
16.Positioning:-Positioning is the process of establishing a brand or product in the minds of consumers relative to
competitors. It involves creating a distinct and desirable place for the brand in the target market's perception.
17.Modified Rebuy:-a buying situation in which an individual or organisation buys goods that have been purchased
previously but changes either the supplier or some other element of the previous order.
18.Points-of-difference:-refer to the unique attributes or benefits of a product or brand that set it apart from
competitors in the eyes of consumers.
19.Brand extension:-Brand extension is a marketing strategy in which a company leverages its established brand
name to introduce new products or services in different categories.
20.Goals:-Setting clear and achievable goals is crucial for personal and organizational success. Goals provide
direction, motivation, and a benchmark for measuring progress.
21.Fashion:-is a dynamic and multifaceted industry that encompasses a wide range of activities related to the
design, production, marketing, and retailing of clothing, accessories, and footwear.
22.Market:-skimming pricing:-a pricing approach in which the producer sets a high introductory price to attract
buyers with a strong desire for the product and the resources to buy it, and then gradually reduces the price to
attract the next and subsequent layers of the market.
23.Direct Marketing:-Direct marketing is a promotional strategy in which companies communicate directly with
individual consumers to promote products or services.
24.SEO:-(Search Engine Optimization) is a digital marketing strategy that involves optimizing website content and
structure to improve its visibility on search engines, ultimately driving organic traffic and enhancing online presence
29.Integrated marketing:-is a strategic approach that combines various marketing channels to deliver a cohesive
and unified brand message, ensuring consistency across online and offline platforms for maximum Impact and
customer engagement.
1.What is Consumer Behavior?:- refers to the study of individuals and groups' actions and decision- making
processes regarding the selection, purchase, use, and disposal of goods and services
2.What is AdSense?:-AdSense is a Google advertising program that allows website owners to earn revenue by
displaying targeted ads on their sites.
3.What is meant by Managing Services Quality?:-Managing services quality involves ensuring that services meet or
exceed customer expectations through effective processes, employee training, and continuous improvement efforts
4.Explain Brand Equity:-Brand equity refers to the perceived value and positive associations consumers have
with a brand, influencing their preference and willingness to pay.
5.How is online consumer behavior different from consumer behavior:-Online consumer behavior involves digital
interactions, instant access to information, and reliance on reviews, contrasting with traditional consumer behavior
influenced by physical touch points and in-person experiences.
6.What is private label:-Private label refers to products manufactured by one company but sold under the brand
name of a different company.
7.Mention Extended Ps for Services:-The Extended Ps for Services include People, Processes, Physical Evidence, and
three additional Ps: Participants, Physical Environment, and Performance.
8.What is the modified rebuy:-A modified rebuy refers to a purchasing situation where there is a desire for change
in an existing product or service, but not a complete overhaul.
9.What is Customer Equity:-Customer equity refers to the total combined lifetime value of a company's customer
base. It reflects the overall financial value derived from customer relationships and their impact on the business.
10.Enlist the primary activities of Marketing Value Chain:-The primary activities of the Marketing Value Chain
include market research, product development, promotion, distribution, and customer service, all aimed at creating
and delivering value to customers in a competitive market.
11.Define Marketing Research Process Steps:-The marketing research process involves defining the problem,
developing a research plan, collecting data, analyzing the data, and presenting findings to make informed marketing
decisions.
12.What is word of mouth advertising:-Word of mouth advertising is the organic spread of information about a
product or service through interpersonal communication. It relies on recommendations and referrals from satisfied
customers to build trust and credibility.
13.Define steps of setting price:-1.Cost Analysis: Calculate all production and overhead costs., 2.Market
Assessment: Consider customer demand, competition, and perceived value to set a competitive yet profitable price.
14.What is Brand Equity:-Brand equity refers to the commercial value and perception that a brand holds in the
minds of consumers, influencing their preferences and willingness to pay.
15.What are the stages in buying process:-1.Awareness: Recognizing a need or problem., 2.Purchase: Making the
buying decision and transaction.
16.What is a fad:-A fad is a short-lived trend or fashion that gains sudden popularity but fades quickly, often driven
by novelty or social influence. It is characterized by widespread enthusiasm that tends to decline rapidly.
17.What is a straight rebuy:-A straight rebuy is a purchasing situation in which a buyer reorders a product or service
without any modifications or significant changes to the existing order, often due to satisfaction with the previous
purchase.
18.What is Category membership:-Category membership refers to the classification of an entity or concept within a
specific group or class based on shared characteristics, facilitating organization and understanding in cognitive
processes.
19.What is Brand Resonance:-Brand resonance refers to the deep and lasting emotional connection a brand
establishes with its customers, leading to loyalty and repeat business.
20.What is line stretching:-Line stretching refers to the practice of expanding a product line by introducing
variations or extensions of existing products, aiming to capture a broader market and meet diverse consumer
needs.
21.Permission marketing is based on which premise/ assumption:-Permission marketing is based on the premise
that consumers are more receptive to marketing messages when they have given explicit consent to receive them,
fostering a relationship built on trust and engagement.
22.Differentiate in short: Publicity vs Public relations:-Publicity is the dissemination of information to gain public
attention, often through media coverage. Public relations involves managing relationships between an organization
and its publics, encompassing a strategic approach to communication and reputation building.
23.What is Subliminal perception:-Subliminal perception refers to the processing of information by the brain
without conscious awareness, often involving stimuli presented below the threshold of conscious perception,
influencing attitudes or behavior without the individual being consciously aware of it.
24.What do you understand by Viral Marketing:-Viral marketing is a strategy that relies on individuals spreading a
message rapidly through word of mouth, often facilitated by online platforms, creating exponential growth in its
reach.
25.When does price discrimination occur:-Price discrimination occurs when a seller charges different prices for the
same good or service based on factors such as consumer demographics, location, or willingness to pay.

(Q1).explain the distinctive characteristics of service:-1.intangibility, 2.inseparability, 3.perishability,

4.heterogeneity 5.lack of ownership

(Q2).List down the factors influencing consumer behavior and explain any two of them in detail:- 1.cultural
factors, 2.social factors, 3.personal factors, 4.psychological factors

(Q3).Differentiate selling from marketing in detail:-1.objective, 2. Scope, 3.customer focus, 4.timeframe,

5.communication, 6.relationship building

(Q4).Enlist the components of Marketing Information System and explain any two of them in detail:-1.internal
record, 2.marketing intelligence, 3.marketing research, 4.marketing decision support system, 5.marketing analytics

(Q5).Explain brand equity and show how you would build a brand of your choice of product:-1.define brand
identity, 2.Target audience research, 3.product development, 4.brand messaging and communication, 5.build brand
awareness, 6.deliver consistent brand experience, 7.encourage brand advocacy, 8.monitor and adapt

(Q6).What are different levels of marketing channel? What type of channel would you suggest to launch a
product like Fevicol? Give reasons:- 1.direct channel, 2.retail channel, 3.wholesale channel, 4.distribution channel,
5.agent/broker channel
(Q7).Explain the various criteria for effective segmentation:-1.measurable, 2.accessible, 3.substantial,
4.differentiable, 5.actionable
(Q8).Explain the Resonance model of Brand Equity:-1.resonance, 2.judgment, 3.feeling, 4.performance and
imagery
(Q9).Describe the various ways in which companies can go international:-1.exporting, 2.licensing and franchising,
3.joint ventures and strategic alliances, 4.foreign direct investment, 5.merger and acquisition, 6.strategic
partnership, 7.online presence

(Q10).What is sales promotion? Explain the various sales promotion tools:-1.coupons, 2.discount, 3.contest and
sweepstakes, 4.sample, 5.rebates, 6.buy one get one offers, 7.loyalty program 8.free trials, 9.seasonal promotion,
10.product bundling, 11.trade shows and exhibition, 12.point of purchase display

(Q11).Describe the various non-store retailing formats:-1.e commerce, 2.direct selling, 3.catalog retailing,
4.telemarketing, 5.TV shopping, 6.vending machines, 7.mobile commerce, 8.social commerce
(Q-12).The characteristics of service:- 1.intangibility, 2.inseparability, 3.perishability, 4.heterogeneity, 5.lack of
ownership
(Q-13).The holistic marketing:-1.internal marketing, 2.relationship Market, 3.integrated marketing, 4.societal
marketing •Importance of holistic marketing:-1.consistency, 2.customer -centric approach, 3.competitive edge
4.long-term sustainability, 5.employee engagement
(Q-14).Consumer market and business market:-1.target audience, 2.purchase volume, 3.decision making process,
4.marketing approach, 5.relationships and Transactions, 6.product complexity
(Q15).The stimulus response model of consumer buying behaviour:-1.stimulus, 2.perception, 3.attitude formation
4.decision-making, 5.response/behaviour
(Q16).The Indian market and using the resonance model of brand equity:-1.brand salience, 2.brand performance,
3.brand imagery, 4.brand judgment, 5.brand feeling, 6.brand resonance.
(Q17).Mcdonald Or Subway Primary Activities And Secondary Activities:- •Primary activities:-1.inbound logistics,
2.operations, 3.outbound logistics, 4.marketing and sales service •Secondary activities:-1.procurement, 2.human
resource management, 3.technological development, 4.infrastructure, 5.firm's administration

(Q18).Explain what steps he should take in pricing his product in the market:-1.cost analysis, 2.market research,
3.value proposition, 4.target audience, 5.price setting strategy, 6.psychological pricing, 7.profit margin, 8.testing and
adjusting, 9.communicate value, 10.legal and ethical considerations, 11.monitoring and adaptation

(Q19).Repellents are the market leaders and What are the marketing strategies available to All Out:- 1.product
differentiation, 2.targeted advertising, 3.brand positioning, 4.distribution expansion, 5.partnerships and
collaborations, 6.pricing strategies, 7.technology integration, 8.sustainnability and health focus

(Q20).Market Are Involved In Marketing 10 Type Of Entities:- 1.goods, 2.services, 3.experiences, 4.events,
5.persons, 6.places, 7.properties, 8.organisations, 9.information, 10.ideas
(Q21).Business Market Have Several Characteristics That Contrast Sharply Market :-1.nature of buyers, 2.demand,
3.purchase process, 4.product complexity and customization, 5.marketing approach
(Q22).Explain Marketing Communications Mix With Suitable Example :-1.advertising, 2.sales promotion, 3.public
relations, 4.personal selling, 5.direct marketing, 6.digtal marketing

(Q23).What Are The Different Type Of Promotionnal Pricing:-1.discount pricing, 2.bundle pricing, 3.loss-leader
pricing, 4.seasonal pricing, 5.flash sales, 6.coupons and rebates, 7.price matching, 8.limited time offers,
9.Introductory offers, 10.loyalty programs

(Q24).Division Produces:- 1.market research, 2.product innovation, 3.target marketing strategies, 4.brand
positioning, 5.distribution channels, 6.pricing strategy, 7.customer engagement, 8.digtal presence, 9.sustainability
and ethical practices
(Q25).Overt Branding Practices And Hard Sell:-1.content marketing, 2.influencer partnerships, 3.social media
engagement, 4.cause marketing, 5.personallization and customization, 6.experiential marketing, 7.story telling

(Q26).Over-Demand:-1.production scaling, 2.supply chain optimization, 3.prioritizing models, 4.preorder systems or

waiting lists, 5.communication and transparency, 6.limiting sales or implementing quotas, 7.continuos innovation
and product release, 8.Collaboration and partnerships

(Q27).Services Are Intangible In Nature And Thus It Is Very Difficult To Have Equity And Uniformity Each Time:-
1.Standardization of processes, 2. Implementing technology solutions, 3.employee training and empowerment

(Q28).Explain the different stages in business buying process:-1.Problem Recognition, 2.Definition of

Requirements, 3.Definition of Requirements, 4.Information Search, 5.Implementation, 6.Post-Purchase Evaluation
(Q29).the various ways in which a company can lengthen it's product line:-1.Adding Variations, 2.Brand Extension,
3.Customization Options, 4.Product Line Fill, 5.New Versions
(Q30).Take a business of your choice and explain how Michael Porter’s Value Chain process can be applied to it:-
1.Inbound Logistics, 2.Operations, 3.Outbound Logistics, 4.Marketing and Sales, 5.Service
(Q31).Explain the Brandasset Valuator model of brand equity with the help of example:- 1.Differentiation,
2.Relevance, 3.Esteem, 4.Knowledge
(Q32).What is wholesaling? Give reasons why manufacturers not sell directly to retailers or final consumers:-
1.Focus on Production, 2.Logistics and Distribution, 3.Economies of Scale, 4.Market Coverage, 5.Risk Mitigation