Marketing & Marketing Management

1. Mark Questions

1. Why is marketing called a social process? (Delhi 2013)

Ans. Marketing is regarded as a social process, whereby people exchange goods and services for money or something of value to them.

1. Distinguish between selling concept and marketing concept of marketing

management philosophies on the basis of main focus. (Delhi 2013)

Ans. (i) Selling concept Firms believe that aggressive selling and promotional efforts will convince a customer to buy a product.

1. Marketing concept Customers' needs and customers' satisfaction is the key to success of an enterprises.
2. What is meant by selling concept of marketing? (All India 2010; Delhi 2010)

Ans. Firms believe that aggressive selling and promotional efforts will convince a customer to buy a product.

3 Marks Questions

1. Identify and explain the marketing management philosophy which implies that

products and services are bought not merely because of their quality or brand name, but because they satisfy a specific need of a customer. (Compartment 2014)

Ans. The marketing management philosophy referred here is 'Marketing concept'. This concept emphasis that in the long-run, profits can be maximised by identifying and satisfying the needs of present and potential customers. Therefore, customer satisfaction becomes the focal point of all business decisions.

1. Nisha, a school bag manufacturer, decided to improve the product for profit

maximisation and thus, added a water bottle holder to the existing design. (i)Identify the marketing management philosophy adopted by Nisha.

1. Explain this philosophy on the basis of (a) Main focus and (b) Means and ends (HOTS; Delhi 2012)

Ans. (i) Product concept or philosophy Firms which follow the product concept, propose that the way to realise business goals is by making high quality products. These firms manufacture the products of superior quality. Nisha is trying to bring improvement in quality, by corporating a new feature, i.e. adding a water bottle holder in

the bag.

1. (a) Main focus The main focus of this concept is to improve the quality of products.

The marketers now believed that potential exchange would be realised when the products are of high quality. Thus, the firm now focused on making superior products and improving them overtime.

1. Means Product improvement.

Ends Profit through improvement in product quality.

6.Mansi, a shoe manufacturer for school students, decided to maximise her profit by producing and distributing at large scale and thereby reducing the Average Cost of production.

(i)Identify the marketing management philosophy adopted by Mansi.

1. Explain this philosophy or concept on the basis of

1. Main focus

Ans. (i) Production concept or philosophy.

1. (a) Main focus Main focus of this concept is to maximise the quantity of product.
2. Means Availability and affordability of product.

Ends Earning profits through large scale production and distribution.

1. Explain market planning, product designing and development as functions of marketing. . (Delhi 2012)

or Explain any three functions of marketing.(Delhi 2012) or Explain any two functions of marketing. (All India 2011) or Explain the following functions of marketing.

1. Marketing planning (ii) Product designing and development (All India 2011) or

Explain the following functions of marketing

1. Gathering and analysing market information
2. Customer support services. (Delhi 2011 C)

Ans. The main functions of marketing are as follows:

1. Gathering and analysing market information A marketer has to gather information

about the market. Gathering and analysing market information helps in identifying the needs of the customers. It forms the basis for product development. It also helps in identifying the opportunities, threats, strengths and weaknesses of the organisation.

1. Market planning The marketer develops appropriate marketing plans to capture or

enhance the existing market share. It provides the guidelines to achieve the marketing objectives, e.g. a marketer of colour TVs, having 2% of current market share in the country, aims at enhancing his market share *0 20% in the next three years.

1. Product designing and development Product designing and development is

concerned with anticipating customers' needs, developing new products and improving the existing products so as to meet the expectations of customers, e.g. when we plan to