201 Marketing Management | MBA MCQs | SPPU

Multiple Choice Questions (MCQ) with Answers on Marketing Management (MM)

      Management Guru Philip Kotler defines marketing as “Marketing Management is the analysis, planning, implementation and control of programmes designed to bring about the desired exchanges with target audiences for the purpose of personal and mutual gain. It relies heavily on adoption and coordination of the product, price, promotion and place for achieving response”: In other words, a business discipline, which is focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities, is Marketing Management. Marketing Management focuses upon the psychological and physical factors of Marketing. The Marketing managers are responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. While the psychological factors focus upon discovering the needs and wants of the consumer and the changing patterns of buying behavior, habit etc. the physical factors focus upon fulfilling those needs and demands buy better product design, channel of distribution and other functions. In summary, Marketing in action is marketing Management. Marketing Management has the responsibility of to perform many functions in the field of marketing such as planning, organizing, directing, motivating, coordinating and controlling. All these function aim to achieve the marketing goals.    
        Marketing Management is a programme which inculcates students with an understanding of marketing strategies, practices and new techniques as per consumer behavior. Usually offered as a specialization within a management programme, marketing management helps students in learning about the marketing process which involves planning, pricing and promoting the goods and services to the target market. The programme focuses on areas like promotional techniques, cost cutting mechanisms as well as customer creation and retention by careful analysis and forecasting of market situations. Students can also understand the role of marketing in other areas of an organization like production, sales & distribution, operations etc through a course in Marketing Management.

CHAPTER 1 - New Product Development & Product Life Cycle

1.1 New Product Development :Need for new product development, Booz Allen &Hamilton Classification Scheme for New Products

1.2 New Product Development Process: Idea Generation to commercialization.

1.3 Branding: Introduction to Branding, Product Vs. Brand, Meaning of a brand, brand equity & brand elements.

1.4 Packaging & Labeling: Meaning & role of Packaging & Labeling, Primary, Secondary & Shipment packages

1.5 Product Life Cycle: Concept & characteristics of Product Life Cycle, Relevance of PLC, Types of PLC and Strategies across stages of the PLC

Marketing Management | Chapter 1 | Part 1

Marketing Management | Chapter 1 | Part 2

Marketing Management | Chapter 1 | Part 3

Marketing Management | Chapter 1 | Part 4

Marketing Management | Chapter 1 | Part 5

CHAPTER 2 - Price 

2.1 Pricing Basics: Meaning, Importance and Factors influencing pricing decisions

2.2 Setting the Price: Setting pricing objectives, Determining demand, Estimating costs, Analyzing competitors’ pricing, Selecting pricing method, Selecting final price.

2.3 Adapting the Price: Geographical pricing, Price discounts & allowances, Promotional pricing, Differentiated pricing,

2.4 Price Change: Initiating & responding to price changes.

Marketing Management | Chapter 2 | Part 1

Marketing Management | Chapter 2 | Part 2

Marketing Management | Chapter 2 | Part 3

Marketing Management | Chapter 2 | Part 4

Marketing Management | Chapter 2 | Part 5

CHAPTER 3 - Place 

3.1 The Role of Marketing Channels: Channel functions & flows, channel levels.

3.2 Channel Design Decisions: Analyzing customers’ desired service output levels, establishing objectives &constraints, Identifying & evaluating major channel alternatives

3.3 Channel Options: Introduction to Wholesaling, Retailing, Franchising, Direct marketing , E- Commerce Marketing Practices

3.4 Market Logistics Decisions: Order processing, Warehousing, Inventory, and Transportation.

Marketing Management | Chapter 3 | Part 1

Marketing Management | Chapter 3 | Part 2

Marketing Management | Chapter 3 | Part 3

Marketing Management | Chapter 3 | Part 4

Marketing Management | Chapter 3 | Part 5

CHAPTER 4 - Promotion

4.1 Introduction: The role of marketing communications in marketing effort.

4.2 Communication Mix Elements: Introduction to Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing. Concept of Integrated Marketing Communications (IMC)

4.3 Developing Effective Communication: Identifying target audience, determining communication objectives, designing the communications, selecting communication channels

4.4 Deciding Marketing Communications Mix: Factors in setting marketing communication mix, measuring communication results

Marketing Management | Chapter 4 | Part 1

Marketing Management | Chapter 4 | Part 2

Marketing Management | Chapter 4 | Part 3

Marketing Management | Chapter 4 | Part 4

Marketing Management | Chapter 4 | Part 5

CHAPTER 5 - Marketing Planning & Control: 

5.1 Product Level Planning: Preparation & evaluation of a product level marketing plan, Nature & contents of Marketing Plans- Executive Summary, Situation Analysis, Marketing Strategy, Financials, Control.

5.2 Marketing Evaluation & Control: Concept, Process & types of control -Annual Plan Control, Profitability Control, Efficiency Control, Strategic Control, Marketing audit.

Marketing Management | Chapter 5 | Part 1

Marketing Management | Chapter 5 | Part 2

Marketing Management | Chapter 5 | Part 3

Marketing Management | Chapter 5 | Part 4

Marketing Management | Chapter 5 | Part 5