ANSWER KEY

PART A (5*2=10)
ANSWER ALL QUESTIONS

1. Define “Market Segmentation”

According to Philip Kotler “Market Segmentation is sub dividing a market into distinct and
homogenous sub-groups of customers ,where any group can conceivably be selected as a target market to be
met with distinct marketing mix”

2. What are the various approaches of target market?

 Standardization-the company uses the same communication packaging and distribution strategies
 Differentiation-the firm differentiates its products to suit different segment needs and expectations
 Focus-the business will identify a specific group of consumers that is highly likely to generate enough
revenue

3. What do you mean by Advertising?

Advertising is basically paid form of non personal communication about the product, organization,
service or idea

4. Define Channel Management.

The process by which a producer or supplier directs marketing activity by involving and motivating
parties comprising its channel of distribution.

5. List out the types of Marketing Channel?

 Direct marketing channel

 Indirect marketing channel
 Hybrid/multi channel distribution

PART B(8*5=40)

ANSWER ANY FIVE OF THE FOLLOWING QUESTIONS

6. What is meant by Competitor analysis? Explain.

 Competitor's objectives (2)
 Competitor's assumptions (2)

 Competitor's strategy (2)

 Competitor's capabilities (2)
7. Explain the role of advertisement in marketing?
Advertising-meaning (2)
Objectives (2)
Advantages and disadvantages (2)
Advertising media (2)

8 .What is meant by sales promotion? Explain the kinds of sales promotion?

Sales Promotion-meaning (2)

Consumer sales promotion (2)
Dealer sales promotion (2)
Sales force promotion (2)

9. Write in detail about targeting and positioning?

Targeting (4)

Positioning (4)

10. Explain the New Product Development Process.

8 Stages (8)
Stage 1: Idea generation
Stage 2: Idea Screening
Stage 3: Concept Development and Testing
Stage 4: Marketing Strategy and Development
Stage 5: Business Analysis
Stage 6: Product Development
Stage 7: Test Marketing
Stage 8: Commercialization

11. Give an account of PLC.

Introduction Stage (2)

Growth Stage (2)
Maturity Stage (2)
Decline Stage (2)
12. Why do we need Market Segmentation? Explain the various types of Segmentation.
Geographic (2)
Demographic (2)
Psychographic (2)
Behavioralistic (2)