B.Com DCM1202 Marketing Management

Description

SESSION	MARCH 2025
PROGRAM	BACHELOR OF COMMERCE (B.COM)
SEMESTER	II
COURSE CODE & NAME	DCM1202 MARKETING MANAGEMENT

 

 

Set – 1

 

 

Q1. Define marketing. Discuss the importance of marketing.      2+8     

Ans 1.

Marketing

Marketing is the process of identifying, anticipating, and satisfying customer needs profitably. It encompasses all the activities a company undertakes to promote and sell products or services to consumers. According to the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It is both a managerial function and a strategic tool that plays a crucial role in business

 

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Q2. Write short notes on:

1. Production concept of marketing

b.Selling concept of marketing 5+5

Ans 2.

1. Production Concept of Marketing

The production concept is one of the oldest philosophies in marketing and is based on the belief that consumers prefer products that are widely available and affordable. According to this concept, businesses should focus on mass production and improving operational efficiency to lower costs. The idea is that if a product is cheap and accessible, customers will naturally gravitate toward it. This concept works well in situations where demand exceeds supply or in markets with

 

Q3. Discuss in brief the 4 Ps of marketing with suitable example.           2.5+2.5+2.5+2.5

Ans 3.

4 Ps of Marketing with Suitable Examples

Product

The first element of the marketing mix is the product, which refers to what the business offers to satisfy customer needs. It can be a tangible good, a service, or a combination of both. Product decisions involve aspects such as design, quality, features, branding, and packaging. A well-designed product must fulfill the needs of the target audience. For example, Apple’s iPhone is known for its sleek design, user-friendly interface, and consistent innovation, making it a market leader in

 

Set – 2

 

 

Q4. Define branding. Discuss the merits and demerits of branding. 2+8           

Ans 4.

Branding

Branding refers to the process of creating a unique identity and image for a product, service, or business in the consumer’s mind. It involves the use of names, logos, symbols, slogans, colors, packaging, and consistent messaging to distinguish a product from competitors. The objective of branding is to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Branding is a powerful tool that shapes how people perceive a business and plays a vital role in

 

 

Q5. Define advertising (with suitable example). Also discuss the types of advertising. 3+7

Ans 5.

Advertising

Advertising is defined as a paid form of non-personal communication that is used to promote goods, services, or ideas by an identified sponsor through various media channels. It aims to inform, persuade, and remind potential customers about a company’s offerings. Advertising is a crucial part of the marketing mix, helping businesses to reach a large audience efficiently. It includes communication through newspapers, television, radio, digital platforms, social media, and outdoor displays. A well-

 

Q6. Write a detailed note on – determinants of consumer behaviour.     10       

Ans 6.

Consumer Behaviour

Consumer behaviour refers to the decision-making process and actions of individuals or groups regarding the purchase, use, and disposal of products and services. Understanding consumer behaviour helps marketers design products and promotional strategies that align with customer needs. Several key determinants influence consumer behaviour, including psychological, personal, social, cultural, and economic factors. These factors guide how consumers perceive, evaluate,