Question 1

Off-page SEO mainly focuses on:

Accepted Answer

Off-page SEO includes backlinks and online reputation signals.

Question 2

Logistics deals with:

Accepted Answer

Logistics manages flow and storage from origin to consumption.

Question 3

Breaking bulk is mainly a function of:

Accepted Answer

Wholesalers buy in bulk and sell in smaller lots to retailers.

Question 4

Order processing is important in logistics because it:

Accepted Answer

Fast and accurate order processing supports timely delivery and satisfaction.

Question 5

A/B testing means:

Accepted Answer

A/B testing compares variants (ad/landing page/email) using results.

Question 6

Personal selling is most suitable for:

Accepted Answer

Personal selling is effective for high-value and B2B because it is two-way and customised.

Question 7

Which is NOT a sales promotion tool?

Accepted Answer

Press release is a PR tool, not sales promotion.

Question 8

Consumer behaviour mainly studies:

Accepted Answer

Consumer behaviour covers selection, purchase, use and disposal and the factors behind them.

Question 9

Which of the following is a micro environment factor?

Accepted Answer

Competitors are part of the micro environment (close forces affecting the company).

Question 10

Demand is:

Accepted Answer

Demand is a want supported by purchasing power and willingness.

Question 11

Augmented product includes:

Accepted Answer

Augmented product includes additional services such as warranty and support.

Question 12

High involvement and high brand differences lead to:

Accepted Answer

Complex buying happens when purchase is important and brands differ significantly.

Question 13

Marketing ethics mainly refers to:

Accepted Answer

Ethics = moral standards guiding decisions and actions.

Question 14

Marketing intermediaries include:

Accepted Answer

Intermediaries like wholesalers, retailers and logistics help move products to customers.

Question 15

Marketing research is mainly done to:

Accepted Answer

Marketing research provides data and insights for better decisions.

Question 16

A population is:

Accepted Answer

Population (universe) is the total group the study is about.

Question 17

Which is NOT a common consumer right?

Accepted Answer

Consumers have rights like safety and information, not deception.

Question 18

Which is NOT a component of MIS?

Accepted Answer

Packaging is a product decision, not a MIS component.

Question 19

Sales promotion is mainly:

Accepted Answer

Sales promotion offers short-term incentives like discounts, coupons, gifts.

Question 20

Labelling primarily provides:

Accepted Answer

Labels identify product and provide information like ingredients, MRP and instructions.

Question 21

What is consumer protection?

Accepted Answer

Consumer protection includes laws and practices that safeguard consumers from unfair trade practices.

Question 22

What is cognitive dissonance?

Accepted Answer

Cognitive dissonance is post-purchase doubt or discomfort about whether the right choice was made.

Question 23

What is channel conflict?

Accepted Answer

Channel conflict is disagreement among channel members due to clash of goals or roles.

Question 24

What is A/B testing?

Accepted Answer

A/B testing compares two versions of a page/ad/email to see which performs better.

Question 25

Write the full form of CSR.

Accepted Answer

CSR stands for Corporate Social Responsibility.

Question 26

What is MIS in marketing?

Accepted Answer

MIS is a system that collects, stores, analyses and provides marketing information to managers continuously for decision-making.

Question 27

What is SEO?

Accepted Answer

SEO is the process of improving a website's visibility in organic search results.

Question 28

What is conversion rate?

Accepted Answer

Conversion rate is the percentage of visitors who complete a desired goal like purchase or signup.

Question 29

What is penetration pricing?

Accepted Answer

Penetration pricing is setting a low introductory price to gain market share quickly.

Question 30

What is greenwashing?

Accepted Answer

Greenwashing is giving a false impression that a product is environmentally friendly.

Question 31

Explain questionnaire design guidelines (any three).

Accepted Answer

Good questionnaire design guidelines (any three):
1) Keep questions simple, clear and unambiguous.
2) Avoid leading and double-barrel questions to reduce bias.
3) Arrange questions logically (general to specific) and keep it short to avoid fatigue.

Also, use appropriate scales (Likert) and pre-test (pilot) before final survey.

Question 32

Explain pricing objectives (any three) with brief points.

Accepted Answer

Pricing objectives differ by business goals. Any three are:

1) Profit objective: set price to achieve target profit/ROI.
2) Market share objective: use lower price (penetration) to capture more customers.
3) Sales/revenue objective: maximise sales volume or turnover.
4) Survival objective: price low to survive in crisis/intense competition.
5) Image/quality leadership: premium pricing to create high-quality brand image.

Thus, objectives guide the choice of method and strategy.

Question 33

Differentiate between push and pull promotion strategies.

Accepted Answer

Push vs Pull:

Push strategy: focuses on intermediaries (wholesalers/retailers) using salesforce and trade promotions to push product through channel.

Pull strategy: focuses on final consumers using advertising and consumer promotions to create demand so customers pull product from retailers.

Choice depends on product type, market and channel structure.

Question 34

Explain micro environment factors affecting marketing (any three).

Accepted Answer

Micro environment consists of close forces that directly affect the firm. Any three are:

1) Suppliers: affect input quality, price and timely delivery.
2) Marketing intermediaries: wholesalers/retailers/logistics support distribution and availability.
3) Competitors: influence pricing, product features and promotional strategy.

Other micro factors include customers and publics (media, community, financial publics).

Question 35

Explain bases of consumer market segmentation with examples (any three).

Accepted Answer

Consumer markets can be segmented on different bases. Any three with examples:

1) Geographic: region/climate (e.g., winter wear in cold regions).
2) Demographic: age, income, gender (e.g., student plans vs premium plans).
3) Psychographic: lifestyle, personality (e.g., fitness lifestyle → health products).
4) Behavioural: benefits sought, loyalty, usage (e.g., heavy users vs light users).

Examples help show practical understanding.

Question 36

Explain channels of distribution and discuss their importance in marketing (exam-style).

Accepted Answer

Channels of distribution are the routes through which goods move from producer to consumer, involving intermediaries like agents, wholesalers and retailers.

Types/levels of channels:
- Direct (0-level): Producer → Consumer
- 1-level: Producer → Retailer → Consumer
- 2-level: Producer → Wholesaler → Retailer → Consumer
- 3-level: Producer → Agent → Wholesaler → Retailer → Consumer

Importance of channels (exam points):
1) Availability and convenience: customers get product where and when they need it.
2) Reduction in transaction cost: producer cannot reach all customers directly; intermediaries reduce cost and effort.
3) Creation of utility: time, place and possession utility through storage and delivery.
4) Assortment and breaking bulk: channels provide variety and small lot purchases.
5) Promotion and information: retailers/wholesalers support display, local promotion and feedback to producers.
6) Financing and risk taking: credit and inventory risk are handled by channel members.

Thus, channels are essential for efficient marketing and customer satisfaction.

Question 37

Explain research report writing. Give the structure of a good marketing research report and key writing tips.

Accepted Answer

A marketing research report presents the study process, findings and recommendations in a clear form for management decisions.

Structure of a good report:
1) Title page and executive summary (key findings and recommendations).
2) Background and problem statement.
3) Objectives and scope of the study.
4) Research methodology: design, data sources, sample size, sampling method, tools (questionnaire).
5) Analysis and findings: tables/graphs, interpretation.
6) Conclusions (what the results mean).
7) Recommendations (actionable steps).
8) Limitations of the study.
9) Annexures/appendices: questionnaire, detailed tables, references.

Writing tips:
- Use simple language; avoid technical jargon unless needed.
- Support conclusions with data (numbers/tables).
- Keep recommendations practical and linked to objectives.
- Use charts for quick understanding and highlight key insights.

Thus, a well-structured report converts research into managerial action.

Question 38

Explain pricing methods (cost-based, demand-based, competition-based) and compare them with suitable examples.

Accepted Answer

Pricing methods can be broadly classified into cost-based, demand-based and competition-based.

1) Cost-based pricing
- Price is set by adding a mark-up to cost (cost-plus) or by target return.
- Example: manufacturer sets price = cost + 20% profit margin.
- Advantage: simple and ensures cost coverage; Limitation: ignores demand and competition.

2) Demand/value-based pricing
- Price is set based on customer perceived value and willingness to pay.
- Example: premium smartphone priced higher because customers value camera, brand and ecosystem.
- Advantage: captures value and can increase profit; Limitation: needs good market research.

3) Competition-based pricing
- Price is set with reference to competitors (going-rate, tender pricing).
- Example: telecom plans priced similar to competitors to stay competitive.
- Advantage: easy and market-aligned; Limitation: may ignore own cost structure and differentiation.

Comparison summary: cost-based focuses on internal cost, demand-based focuses on customer value, and competition-based focuses on market rivals. In practice, firms often use a combination.

Question 39

Explain marketing environment and describe micro and macro environment factors with suitable examples.

Accepted Answer

Marketing environment means internal and external forces that affect a firm's marketing decisions and its ability to satisfy customers. It is broadly divided into micro and macro environment.

A) Micro environment (close forces)
1) Company: internal departments (production, finance, HR) affect marketing decisions (e.g., budget constraints).
2) Suppliers: influence quality and cost of inputs (e.g., raw material price rise affects product price).
3) Intermediaries: wholesalers, retailers, logistics influence availability and service (e.g., fast delivery improves customer experience).
4) Customers: consumer vs business buyers have different needs and buying behaviour.
5) Competitors: pricing, promotion and product strategies are influenced by competitor actions.
6) Publics: media, local community, financial publics impact company image.

B) Macro environment (PESTLE)
- Political: taxes, FDI rules, government stability.
- Economic: inflation, income, recession, interest rates.
- Social: lifestyle changes, demographics (youth population), culture.
- Technological: internet, digital payments, AI marketing tools.
- Legal: consumer protection laws, advertising standards.
- Environmental: sustainability pressure, climate issues.

Example: a plastic ban (legal/environmental) forces brands to redesign packaging and change supplier base.

Hence, understanding environment helps firms identify opportunities and threats and plan marketing strategy.

Question 40

Explain logistics management and describe key logistics decisions (inventory, warehousing, transportation, order processing).

Accepted Answer

Logistics management means planning, implementing and controlling the efficient flow and storage of goods, services and related information from origin to consumption to satisfy customer needs at minimum cost.

Key logistics decisions:
1) Inventory management
- Decide stock levels to avoid stock-outs while reducing carrying cost (storage, insurance, interest).
- Use reorder levels and forecasting to balance cost vs service level.

2) Warehousing
- Decide number and location of warehouses.
- More warehouses improve delivery speed but increase cost; fewer reduce cost but may delay delivery.

3) Transportation
- Select mode (road/rail/air/sea) based on cost, speed, reliability and product nature (perishable/high value).
- Transport impacts delivery time and distribution cost.

4) Order processing
- Accurate and fast order processing improves customer satisfaction and reduces delays/returns.

Overall objective: right product, right place, right time, right condition, right cost. Efficient logistics becomes a competitive advantage.

Marketing Management — Question Paper

20 more questions to unlock