Post Graduate and Diploma Programmes Overview
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Questions and Answers

Which aspect of marketing focuses on building long-term connections with customers?

  • Channel Design
  • Social Marketing
  • Relationship Marketing (correct)
  • Integrated Marketing Communications

What is the primary goal of integrated marketing communications?

  • To reduce marketing costs
  • To increase the number of marketing channels used
  • To target a wider audience
  • To create a consistent message across various marketing channels (correct)

Which of the following is NOT typically considered a function of marketing channels?

  • Promotion of products
  • Regulatory compliance (correct)
  • Information gathering
  • Transaction handling

What does the marketing communication budget primarily influence?

<p>The types of promotional strategies used (D)</p> Signup and view all the answers

Which statement best describes the nature of marketing channels?

<p>They facilitate the movement of products and information between parties. (C)</p> Signup and view all the answers

Which term refers to the combination of marketing channels and their management?

<p>Channel Dynamics (B)</p> Signup and view all the answers

Which of the following best describes the origin of marketing concepts?

<p>Ancient civilizations' use of symbols and trades (C)</p> Signup and view all the answers

What is the primary goal of market modification?

<p>To increase the number of users and usage rate per user (D)</p> Signup and view all the answers

What does Philip Kotler's definition of marketing emphasize?

<p>Exploration and creation rather than just selling (C)</p> Signup and view all the answers

Which strategy might a company employ to enhance its competitive position during the decline stage?

<p>Carefully modify one or more elements of the marketing mix (D)</p> Signup and view all the answers

What is the potential consequence of a company choosing to do nothing during a decline in sales?

<p>Sales are guaranteed to decline. (D)</p> Signup and view all the answers

What is a key function of the Product Evaluation Committee?

<p>To analyze the performance and defects of goods. (D)</p> Signup and view all the answers

Why should modifications to the marketing mix be done carefully?

<p>Competitors can easily imitate these changes. (D)</p> Signup and view all the answers

What should a company focus on when preparing for the introduction of new products during a decline stage?

<p>Save capital for competitive investments later. (B)</p> Signup and view all the answers

What factors contribute to increased sales volume according to the text?

<p>A rise in the number of users and usage rate per user. (C)</p> Signup and view all the answers

What typically prompts a company to withdraw defective products?

<p>The recommendation of the Product Evaluation Committee. (B)</p> Signup and view all the answers

What has replaced the traditional marketing mix of Product, Price, Place, and Promotion in modern marketing strategies?

<p>The 4Es model emphasizing engagement, experience, exclusivity, and emotion (B)</p> Signup and view all the answers

How has big data and social media influenced product design and marketing communication?

<p>They have enabled the delivery of personalized products and designs (B)</p> Signup and view all the answers

What trend is observed regarding customer segments in the current market environment?

<p>Distinct categories of consumers, like high and low-end, are becoming less relevant (D)</p> Signup and view all the answers

Why is it essential for businesses to adapt to the digital world?

<p>To avoid losing competitive advantage in a rapidly changing market (C)</p> Signup and view all the answers

What is the primary consequence of consumers utilizing various types of media for purchasing decisions?

<p>Increased difficulty in accurately targeting marketing strategies (B)</p> Signup and view all the answers

How has consumer behavior changed regarding purchasing high-end and low-end products?

<p>It is common for consumers to buy across different price points simultaneously (B)</p> Signup and view all the answers

What significant change in product design is seen due to the influence of technology?

<p>Customization and personalization of products have become prominent (C)</p> Signup and view all the answers

Which of the following does NOT constitute a component of the 4Es model in modern marketing?

<p>Economy (D)</p> Signup and view all the answers

What is the primary goal of understanding buyer behavior in the digital age?

<p>To develop strategies for interacting with customers online (A)</p> Signup and view all the answers

Which of the following best describes consumer behavior?

<p>The process of deciding whether, what, when, where, how and from whom to purchase (B)</p> Signup and view all the answers

Which factor is typically considered uncontrollable in the marketing environment?

<p>Consumer preferences (D)</p> Signup and view all the answers

What is a significant outcome of effective market segmentation?

<p>Better targeting and positioning of products (B)</p> Signup and view all the answers

Which is NOT a focus area under the concept of the marketing process?

<p>Regulatory compliance in advertising (B)</p> Signup and view all the answers

How can marketers influence the uncontrollable factors in the marketing environment?

<p>By creating strong relationships within the community (C)</p> Signup and view all the answers

What is the significance of ethical considerations in marketing?

<p>They guide the conduct of marketing professionals towards responsible practices (D)</p> Signup and view all the answers

What challenges do marketers face when analyzing the marketing environment?

<p>The ability to predict consumer desires accurately (D)</p> Signup and view all the answers

What is one of the key characteristics of the 'Experiences' category of marketing, as described in the provided text?

<p>It involves creating and delivering a cohesive blend of services and goods, rather than just one or the other. (B)</p> Signup and view all the answers

Which of these examples best illustrates the concept of 'Persons' as a category of marketing, as described in the text?

<p>A musician releasing a new album and embarking on a world tour. (D)</p> Signup and view all the answers

Which of these groups is NOT typically involved in Place marketing efforts?

<p>Advertising agencies specializing in promoting specific products or services. (A)</p> Signup and view all the answers

Which aspect of marketing is most closely associated with the promotion and sale of shares of companies?

<p>Properties (D)</p> Signup and view all the answers

Which of the following is NOT mentioned in the text as a key example of an organization actively engaging in marketing efforts to promote itself?

<p>A technology company developing a new product to disrupt the market. (B)</p> Signup and view all the answers

What is the main focus of the 'Information' category of marketing, as described in the text?

<p>The production, packaging, and distribution of information itself, regardless of physical format. (B)</p> Signup and view all the answers

Which of these marketing categories emphasizes the time-bound nature of the product or service?

<p>Events (B)</p> Signup and view all the answers

Which of these examples BEST represents a combination of 'Persons' and 'Events' marketing, as described in the text?

<p>A celebrity chef holding a cooking demonstration at a food festival. (C)</p> Signup and view all the answers

Which strategy is typically employed when a company believes its rivals are exiting the market?

<p>Continue with the Original Product (A)</p> Signup and view all the answers

What is the primary motivation behind continuing a product with improvements?

<p>To capitalize on changing consumer preferences and enhance sales. (D)</p> Signup and view all the answers

When does a company typically opt for the 'Drop the Product' strategy?

<p>When the product, in its original form or with improvements, fails to maintain profitability. (C)</p> Signup and view all the answers

What is the key aim of Porter's Generic Strategies Framework?

<p>To achieve high customer loyalty by offering superior value propositions. (B)</p> Signup and view all the answers

What is the primary element of a company's value proposition?

<p>The cluster of benefits promised to customers by the company. (C)</p> Signup and view all the answers

How is a company's ability to deliver on its value proposition measured?

<p>By the company's ability to effectively manage its value-delivery system. (B)</p> Signup and view all the answers

What is the relationship between a company's value proposition and its brand?

<p>A company's brand is a reflection of its value proposition and how it is delivered to customers. (A)</p> Signup and view all the answers

Which of the following is NOT a key element of a successful value proposition?

<p>Comprehensive marketing and advertising campaigns to promote the value proposition. (D)</p> Signup and view all the answers

Flashcards

Marketing

The process of creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Kotler's definition of Marketing

The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.

Relationship Marketing

Building strong, long-term relationships with customers by providing value and exceeding expectations.

Social Marketing

Using marketing strategies to promote a cause, idea, or behavior for the benefit of individuals, groups, or society.

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Marketing Mix

The set of controllable, tactical marketing tools that a company uses to produce the response it wants in the target market. It includes product, price, place, and promotion.

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Marketing Communication Mix

The process of deciding how to reach your target audience with your marketing message.

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Marketing Channels

The different channels or pathways used to bring a product or service to the customer. Think of these as the routes your product takes to reach the consumer.

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Marketing Communication Budget

The total amount of money a company plans to spend on marketing activities for a certain period.

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Experiences

Combining goods and services to create a memorable and engaging experience for customers. Think: Disneyland, theme parks, and entertainment venues.

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Events

Marketing events that are time-bound, such as trade shows, sporting events, concerts, or festivals.

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Persons: Celebrity Marketing

Using famous individuals to promote products or services. This could include celebrities, musicians, athletes, or experts in their fields.

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Places: Destination Marketing

Marketing efforts focused on attracting tourists, businesses, or residents to a specific location. This could include cities, regions, or even countries.

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Properties

Selling intangible rights of ownership, such as real estate (land, property) or financial assets (stocks, bonds).

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Organizations: Image Building

Building a positive and favorable image in the minds of an audience. This applies to organizations like universities, museums, and performing arts groups.

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Information

The creation, packaging, and distribution of information. This includes education, publishing, and online platforms.

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What is experience marketing?

The process of creating, staging, and marketing memorable experiences for customers by combining various goods and services.

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What are the 4Ps of marketing?

The traditional marketing mix, which focuses on Product, Price, Place, and Promotion.

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What are the 4Es of marketing?

The marketing mix in the digital age, emphasizing Engagement, Experience, Exclusivity, and Emotion.

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What is personalization in marketing?

Tailoring products and communication to specific customers based on their preferences and behaviour.

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How does big data impact marketing?

Using information about customers to create personalized products and experiences.

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How has the way consumers make buying decisions transformed?

The increasing use of various platforms and channels to reach customers.

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Why is consumer segmentation becoming more dynamic?

Traditional consumer segmentation based on demographics or psychographics is becoming less accurate and dynamic.

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What is the new approach to understanding customers?

A dynamic approach to understanding and engaging with consumers, adapting to their evolving preferences and behaviours.

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Why do businesses need to evolve their marketing strategies?

Businesses must adapt to the evolving marketing landscape and understand changing consumer behaviour.

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Market Modification

A marketing strategy where a company tries to boost sales by getting more people to use their product and by increasing how often existing users use it.

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Marketing Mix Modification

A marketing strategy that involves adjusting the marketing mix (price, product, promotion, place) to revitalize sales in the mature stage.

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Maturity Stage

The stage in the product life cycle where sales begin to slow down, and profits fall.

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Harvesting

A marketing strategy for a declining product where the company focuses on reducing costs and managing the decline.

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Divesting

A marketing strategy for a declining product where the company completely withdraws the product from the market.

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Product Evaluation

The process of evaluating the performance of existing products to identify potential issues or areas for improvement.

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Product Evaluation Committee

A group of individuals tasked with the responsibility of evaluating the performance of existing products and recommending corrective measures.

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Product Withdrawal Decision

The process of determining whether to withdraw or modify a product based on its performance and market conditions.

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Continue with the Original Product

This strategy relies on the belief that competitors are leaving the market, leading to reduced marketing and advertising costs to maintain existing products.

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Continue Products with Improvements

This strategy involves making improvements to existing products to boost sales. It typically involves minor changes that appeal to buyers.

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Drop the Product

This strategy involves discontinuing a product when it's no longer profitable, even with improvements.

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Porter's Generic Strategies Framework

This strategy focuses on delivering superior value to a specific market segment to gain customer loyalty.

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Value Proposition

The set of benefits a company promises to deliver to customers, creating a unique experience based on its market offerings.

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Value-Delivery System

The company's ability to deliver the promised value proposition by managing its resources and processes effectively.

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Brand Promise

The promise made by a brand based on its value proposition and its ability to manage its value-delivery system.

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Experience Marketing

The process of creating, staging, and marketing memorable experiences for customers by combining goods and services.

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What is the marketing environment?

All the external factors that can affect a company's marketing activities. These factors are mainly uncontrollable, but marketers can still influence some of them.

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What is the marketer's challenge in relation to the marketing environment?

The process of identifying important elements of the marketing environment, evaluating current and likely future relationships among these factors, and developing effective strategies for a changing environment.

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What is consumer behavior?

The process by which individuals decide whether, what, when, where, how, and from whom to purchase goods and services.

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What are the different types of market segmentation?

The combination of demographic, psychographic, and behavioral characteristics used to divide a market into smaller segments.

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What is marketing research?

The study of individuals, groups, or organizations and all the processes associated with the purchase, use, and disposal of goods and services.

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Why are ethical considerations important in marketing?

Ethical considerations in marketing involve making sure that marketing practices are fair, honest, and responsible.

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What are the key considerations for understanding buyer behavior in the digital age?

Understanding how consumer behavior is changing in the digital age, including the use of social media, online reviews, and e-commerce.

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What is market targeting?

Targeting a market means identifying a specific group of customers that are most likely to be interested in your product or service.

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Study Notes

Programs Offered

  • Post Graduate Programmes (PG)
    • Master of Business Administration
    • Master of Computer Applications
    • Master of Commerce (Financial Management/Financial Technology)
    • Master of Arts (Journalism and Mass Communication)
    • Master of Arts (Economics)
    • Master of Arts (Public Policy and Governance)
    • Master of Social Work
    • Master of Arts (English)
    • Master of Science (Information Technology) (ODL)
    • Master of Science (Environmental Science) (ODL)
  • Diploma Programmes
    • Post Graduate Diploma (Management)
    • Post Graduate Diploma (Logistics)
    • Post Graduate Diploma (Machine Learning and Artificial Intelligence)
    • Post Graduate Diploma (Data Science)
  • Undergraduate Programmes (UG)
    • Bachelor of Business Administration
    • Bachelor of Computer Applications
    • Bachelor of Commerce
    • Bachelor of Arts (Journalism and Mass Communication)
    • Bachelor of Arts (General/Political Science/Economics/English/Sociology)
    • Bachelor of Social Work
    • Bachelor of Science

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Explore the various post graduate and diploma programmes offered, including fields such as Business Administration, Computer Applications, and Data Science. This quiz covers the essentials regarding each programme's focus and structure. Perfect for prospective students considering higher education options.

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