Microsoft Word marketing doc

QUESTIONS 
1. 
“Each and every decision area of marketing needs the support of
marketing information” - explain. 
2. 
Write the characteristics of “Good Marketing Information”. 
3. 
What is marketing information system ? Write its major components. 
4. 
Briefly explain - 
i) 
Marketing 
intelligence 
ii) 
Statistical 
Bank 
iii) 
Descriptive model and decision model 
iv) 
Marketing Research and its major techniques 
v) 
Market 
Survey 
vi) 
Multi dimensional scaling technique 
vii) 
Conjoint 
Analysis 
 

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REFERENCE BOOKS
 
1. 
Marketing in India by S.Neelameghan. 
2. 
Principles of marketing and salesmanship by J.C.Sinha. 
3. 
Marketing and Salesmanship by S.A.Sherloker. 
4. 
Marketing by Rajan Nair. 
5. 
Marketing and sales management by Acharya B.K. and Govekar P.B. 
6. 
Marketing management in India perspective by Jha & Sing. 
7. 
Principles and practice of marketing in India by C.B.Memoria
and 
R.L.Joshi. 
8. 
Principles of Marketing by Philip Kotler. 
9. 
Marketing – A managerial introduction by Gandhi J.C. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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GLOSSARY
 
Brand
It is a name, term, sign, symbol or design or a 
combination of them, which is intended to identify 
the goods or services of one seller or group of 
sellers and to differentiate 
them 
from those of 
competitors. 
Consumerism 
Consumerism is a movement of organised efforts of 
consumers seeking redress, restitution and remedy 
for dissatisfaction they have accumulated in the 
acquisition of their standard of living. 
Distribution Channel 
The pathway consisting of intermediaries, through 
which goods move from producers and reach 
consumers or end users. 
Economic Environment It consists of factors that affect the consumer 
purchasing power and spending patterns. 
Marketing department 
It consists of grouping of marketing activities under 
the leadership of a marketing manager. 
Marketing organisation - is a group of persons working together towards the 
attainment of marketing objectives. 
Marketing concept
Marketing concept holds that the key to achieving 
organisational goals consists in determining the 
needs and wants of target markets and delivering the 
desired satisfactions more effectively and efficiently 
than the competitions. 
Marketing planning
A logical sequence of activities leading to the 
setting of Marketing objectives and formulation of 
plans for achieving them. 
Marketing strategy
Actions characterizing by a specific target and 
marketing programme to reach it. 

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Marketing Control
It is the process of measuring and evaluating the 
results of marketing strategies and peares and toping 
corrective action to assure that marketing objectives 
are attained. 
Marketing Research 
It is the systematic design, collection, analysis and 
reporting of data and findings relevant to a specific 
marketing situations. 
Marketing information 
It is an interacting, on going and future oriented 
system
structure of persons, machines and procedures
designated to generate an orderly flow of evaluated 
data from internal and external sources for the use 
of managerial decision making in the dynamic area 
of marketing. 
Product concept
It holds that consumers favour those products that 
offer best in quality, performance and features and 
therefore, the organisation should devote its 
energies to make the product improvements 
continuously. 
Product positioning
The place an offering occupies in a consumer’s 
mind with regard to important attributes relative to 
competitive offerings. 
Product Repositioning
Changing the place on offering copies in a 
consumer’s mind relating to competitors offerings. 
Retailer The 
intermediary 
who 
buys goods from wholesaler 
and sells to consumer or end-user. 
Selling concept 
Selling concept holds that consumers do not buy 
enough of products unless the manufacturing 
organisation undertakes a substantial selling and 
promotion effort. 
Societal concept
Societal concept holds that the organisations task is 
to determine the needs, wants and interests of target 
groups of consumers and to deliver their desired 
satisfactions more effectively and efficiently than its 
competitors in a way that maintains or improves 
consumers and society to well-being. 

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Sales analysis 
Measuring and evaluating actual sales in relation to 
sales goals. 
Social 
marketing 
Is the design, implementation and control of 
programme seeking to increase the acceptability of a 
social idea, cause or practice in target groups. 
Trade mark 
It is a brand or part of a brand that is given legal 
protection because it is capable of exclusive 
appropriation. A trade mark protects the seller’s 
exclusive right to use the brand name and or brand 
mark. 
Wholesaler 
The intermediary who buys goods in large quantities 
from producer and sells to retailers in small 
quantities. 

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