B. Com. Marketing Syllabus PDF

**B. Com.** -- -- -- -- -- -- -- -- ***COURSE OUTCOMES*** ***On completion of the course, the students will be able to*** ***CO1: state the meaning of the concepts of marketing, E- marketing, consumer behaviour,*** ***marketing management and market research. \[K1\]*...

**B. Com.** -- -- -- -- -- -- -- -- ***COURSE OUTCOMES*** ***On completion of the course, the students will be able to*** ***CO1: state the meaning of the concepts of marketing, E- marketing, consumer behaviour,*** ***marketing management and market research. \[K1\]*** ***CO2: explain the different types of markets, functions and importance of marketing, and the*** components of marketing mix. \[K2\] CO3: describe the global market environment, social responsibility and marketing ethics.\[K2\] CO4: summarize the consumer buying decision process, and communication process. \[K3\] CO5: bring out the stages of new product development and recent trends. \[K3\] **UNIT I** **Introduction to Marketing:** Meaning -- Definition and Functions of Marketing -- Evolution of Marketing Concepts -- Marketing Orientation -- Innovations in Modern Marketing. Marketing Management: Definitions -- Functions -- Role and Importance of Marketing -- Classification of Markets -- Niche Marketing - Characteristics of Niche Marketing -- Local Marketing -- Green Marketing. (12 Hours) **UNIT II** Concept -- Benefits -- Types -- Geographic -- Demographic -- Psychographic -- Behavioural -- Marketing Mix -- Definition -- 4 P's of Marketing Mix -- Introduction to Consumer Behaviour -- Purchase Decision -- Post Purchase Behaviour -- Consumer Buying Decision Process -- Motives and Needs, Freud's Theory of Motivation. **(12 Hours)** **UNIT III** Definition -- Product Mix -- Introduction to Stages of New Product Development -- Product Life Cycle -- Sales Forecasting -- Methods -- Criteria for a Good Forecasting -- Pricing -- Objectives -- Factors Influencing Pricing -- Kinds of Pricing -- Resale Price Maintenance. **(12 Hours)** **UNIT IV** **Promotions and Distributions** **UNIT V** **Competitive Analysis and Strategies** Balancing Customer and Competitor Orientations -- Global Market Environment -- Social Responsibility and Marketing Ethics, Citizen and Publications to Regulate Marketing -- Recent Trends in Marketing -- A Basic Understanding of E-Marketing -- E-Tailing -- Consumerism -- Market Research -- MIS and Marketing Regulation. (12 Hours) III 1. How would you define the communication mix, and why is it important in marketing strategies? 2. What are the key components of the communication process, and how do they interact with each other? 3. In what ways does advertising influence consumer behavior and decision-making? 4. Can you describe the different kinds of advertising media and their unique advantages? 5. How does the choice of media impact the effectiveness of an advertising campaign? 6. What role does sales promotion play in enhancing the overall marketing strategy of a product? 7. How does personal selling differ from other forms of marketing communication? 8. What are the various classifications of salesmanship, and how do they apply in different sales scenarios? 9. How do channel members contribute to the success of a product\'s distribution strategy? 10. What are the different types of channel members, and what roles do they play in the distribution process? 11. How do channels of distribution for consumer goods differ from those for industrial goods? 12. What factors should businesses consider when selecting a channel of distribution for their products? 13. How can an effective communication mix enhance the impact of sales promotions? 14. In what ways can personal selling be tailored to meet the needs of different customer segments? 15. What challenges do companies face when managing their distribution channels, and how can they overcome them? 16. How does the integration of various advertising media affect the overall success of a marketing campaign? 1. **What is the primary purpose of advertising in the communication mix?** A) To entertain the audience\ B) To inform and persuade consumers\ C) To create confusion\ D) To reduce competition\ **Correct Answer: B) To inform and persuade consumers** 2. **Which of the following is NOT a part of the communication process?** A) Sender\ B) Receiver\ C) Feedback\ D) Product\ **Correct Answer: D) Product** 3. **What type of advertising aims to promote a specific product or service?** A) Institutional Advertising\ B) Product Advertising\ C) Public Service Advertising\ D) Comparative Advertising\ **Correct Answer: B) Product Advertising** 4. **Which of the following is a type of media used in advertising?** A) Radio\ B) Personal Selling\ C) Public Relations\ D) Sales Promotion\ **Correct Answer: A) Radio** 5. **Which form of advertising is designed to promote a company's image rather than a specific product?** A) Product Advertising\ B) Institutional Advertising\ C) Direct Mail Advertising\ D) Online Advertising\ **Correct Answer: B) Institutional Advertising** 6. **Sales promotion typically involves:** A) Long-term strategies\ B) Short-term incentives\ C) Personal selling\ D) Public relations\ **Correct Answer: B) Short-term incentives** 7. **Which of the following is a characteristic of personal selling?** A) One-way communication\ B) Impersonal interaction\ C) Direct interaction with customers\ D) No follow-up\ **Correct Answer: C) Direct interaction with customers** 8. **Which classification of salesmanship focuses on building relationships with customers?** A) Transactional Selling\ B) Consultative Selling\ C) Aggressive Selling\ D) Retail Selling\ **Correct Answer: B) Consultative Selling** 9. **Which of the following is NOT considered a channel member?** A) Manufacturer\ B) Wholesaler\ C) Retailer\ D) Customer\ **Correct Answer: D) Customer** 10. **What type of channel of distribution is typically used for consumer goods?** A) Direct Channel\ B) Indirect Channel\ C) Dual Distribution\ D) Reverse Channel\ **Correct Answer: B) Indirect Channel** 11. **Which channel of distribution is most common for industrial goods?** A) Direct Channel\ B) Indirect Channel\ C) Retail Channel\ D) Dual Distribution\ **Correct Answer: A) Direct Channel** 12. **Which of the following is a type of advertising media?** A) Telemarketing\ B) Billboards\ C) Personal Selling\ D) Trade Shows\ **Correct Answer: B) Billboards** 13. **Sales promotions can include which of the following?** A) Coupons\ B) Personal Selling\ C) Advertising\ D) Public Relations\ **Correct Answer: A) Coupons** 14. **What is the main goal of personal selling?** A) To entertain customers\ B) To close sales and build customer relationships\ C) To create brand awareness\ D) To reduce costs\ **Correct Answer: B) To close sales and build customer relationships** 15. **In the context of distribution channels, what does the term \"wholesaler\" refer to?** A) A retailer who sells directly to consumers\ B) An intermediary who buys in bulk and sells to retailers\ C) A manufacturer who sells directly to consumers\ D) A company that only provides services\ **Correct Answer: B) An intermediary who buys in bulk and sells to retailers** 16. **Which type of salesmanship is characterized by a focus on the needs and wants of the customer?** A) Transactional Selling\ B) Consultative Selling\ C) Aggressive Selling\ D) Product-focused Selling\ **Correct Answer: B) Consultative Selling** III UNIT 1. **What is the definition of a product mix?** A) The total number of products a company offers\ B) The price range of a product\ C) The marketing strategy for a product\ D) The distribution channels used for a product\ **Correct Answer: A** 2. **Which stage comes first in the New Product Development process?** A) Idea Generation\ B) Market Testing\ C) Commercialization\ D) Product Launch\ **Correct Answer: A** 3. **What does the Product Life Cycle describe?** A) The lifespan of a physical product\ B) The stages a product goes through from introduction to decline\ C) The environmental impact of a product\ D) The manufacturing process of a product\ **Correct Answer: B** 4. **What is the primary purpose of sales forecasting?** A) To determine production costs\ B) To predict future sales and inform business decisions\ C) To analyze customer satisfaction\ D) To set marketing budgets\ **Correct Answer: B** 5. **Which of the following is NOT a method of sales forecasting?** A) Market research\ B) Historical data analysis\ C) Trend analysis\ D) Employee performance reviews\ **Correct Answer: D** 6. **What is one criterion for a good sales forecast?** A) It should be expensive to produce\ B) It should be based on accurate data\ C) It should be complicated\ D) It should be based on intuition\ **Correct Answer: B** 7. **What is the primary objective of pricing a product?** A) To maximize production costs\ B) To create a brand image\ C) To achieve financial goals and market positioning\ D) To minimize competition\ **Correct Answer: C** 8. **Which factor does NOT influence pricing?** A) Cost of production\ B) Competitor pricing\ C) Weather conditions\ D) Customer demand\ **Correct Answer: C** 9. **What is a common type of pricing strategy?** A) Cost-plus pricing\ B) Random pricing\ C) Emotional pricing\ D) Impulse pricing\ **Correct Answer: A** 10. **What does Resale Price Maintenance refer to?** A) Setting a minimum price for retailers to sell a product\ B) Allowing retailers to set their own prices\ C) Offering discounts to bulk buyers\ D) Changing prices based on demand\ **Correct Answer: A** 11. **In which stage of the Product Life Cycle is marketing spending typically highest?** A) Introduction\ B) Growth\ C) Maturity\ D) Decline\ **Correct Answer: A** 12. **Which of the following is a method of qualitative forecasting?** A) Expert opinion\ B) Time series analysis\ C) Regression analysis\ D) Econometric modeling\ **Correct Answer: A** 13. **What is considered a factor in determining pricing?** A) Seasonal trends\ B) Retail store layout\ C) Employee salaries\ D) Office location\ **Correct Answer: A** 14. **What is the primary focus during the maturity stage of the Product Life Cycle?** A) Increasing market share\ B) Product innovation\ C) Cost reduction and efficiency\ D) Market exit\ **Correct Answer: C** 15. **Which pricing strategy involves setting prices based on competitor prices?** A) Cost-plus pricing\ B) Value-based pricing\ C) Competitive pricing\ D) Dynamic pricing\ **Correct Answer: C** 16. **What is one characteristic of the decline stage in the Product Life Cycle?** A) Rapid sales growth\ B) Increased competition\ C) Decreasing sales and profits\ D) High customer interest\ **Correct Answer: C** 17. **Which of the following is NOT a method of quantitative forecasting?** A) Exponential smoothing\ B) Moving averages\ C) Focus groups\ D) Time series analysis\ **Correct Answer: C** 18. **What is the goal of value-based pricing?** A) To base prices on the cost of production\ B) To set prices based on perceived value to the customer\ C) To match competitors\' prices\ D) To maximize profit margins\ **Correct Answer: B** 19. **Which of the following best describes the introduction stage of the Product Life Cycle?** A) High competition and low prices\ B) Low sales and high marketing costs\ C) Stable sales and high profits\ D) Declining sales and minimal marketing\ **Correct Answer: B** 20. **What is a potential consequence of enforcing Resale Price Maintenance?** A) Increased retailer competition\ B) Price wars among retailers\ C) Enhanced brand loyalty\ D) Reduced control over retail pricing\ **Correct Answer: C** 21. **What is a product mix and how does it impact a company\'s offerings?** 22. The product mix refers to the combination of products or services that a company offers to its customers. It includes all the product lines and items within those lines that a company offers for sale. 23. **Q2** 24. **What are the stages of new product development and why are they important?** 25. The stages of new product development typically include idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, and commercialization. These stages are important for ensuring that a new product is successful in the market. 26. **Q3** 27. **How does the product life cycle concept help companies understand the performance of their products?** 28. The product life cycle concept describes the stages that a product goes through from introduction to decline. By understanding where a product is in its life cycle, companies can make informed decisions about marketing strategies, pricing, and product updates. 29. **Q4** 30. **What are the different methods used for sales forecasting?** 31. Some common methods for sales forecasting include time series analysis, market research, expert judgment, and regression analysis. 32. **Q5** 33. **What criteria should a good sales forecast meet?** 34. A good sales forecast should be accurate, timely, relevant, and based on sound data and analysis. 35. **Q6** 36. **What are the main objectives of pricing for a company?** 37. The main objectives of pricing for a company include maximizing profits, increasing market share, maintaining market stability, and achieving a competitive advantage. 38. **Q7** 39. **What are some factors that can influence pricing decisions for a product?** 40. Factors that can influence pricing decisions include production costs, competitor pricing, consumer demand, market conditions, and pricing strategies. 41. **Q8** 42. **What are the different kinds of pricing strategies that companies can use?** 43. Companies can use strategies such as cost-plus pricing, value-based pricing, skimming pricing, penetration pricing, and competitive pricing. 44. **Q9** 45. **How does resale price maintenance impact the pricing of products?** 46. Resale price maintenance is a practice in which a manufacturer sets the minimum price at which a retailer can sell its products. This can impact pricing by ensuring that prices remain consistent across different retailers. 47. **Q10** 48. **Can you give an example of a situation where pricing strategy played a crucial role in the success of a product?** 49. One example is Apple\'s pricing strategy for its iPhone series, where they adopted a premium pricing strategy to position their products as high-quality and exclusive, contributing to their success in the smartphone market. What is a key focus area when balancing customer and competitor orientations in marketing? A\) Product development B\) Advertising and promotions ✔ C\) Supply chain management D\) Pricing strategies \-\-\-\-\-\-\-\-\-- In the global market environment, what is an important consideration for companies to expand their operations internationally? A\) Currency exchange rates B\) Language barriers C\) Legal frameworks D\) Cultural differences ✔ \-\-\-\-\-\-\-\-\-- Which of the following statements best describes the concept of social responsibility in marketing? A\) Maximizing profits at any cost B\) Exploiting vulnerable consumer segments C\) Behaving ethically and contributing positively to society ✔ D\) Ignoring the impact on society for financial gain \-\-\-\-\-\-\-\-\-- What plays a role in regulating marketing practices to ensure fair competition and protect consumer rights? A\) Industry associations ✔ B\) International trade agreements C\) Government agencies D\) Non-profit organizations \-\-\-\-\-\-\-\-\-- What are some recent trends in marketing that have gained popularity among companies? A\) Traditional print advertising B\) Influencer marketing ✔ C\) Offline marketing campaigns D\) Telemarketing strategies \-\-\-\-\-\-\-\-\-- What is a basic concept of E-Marketing that focuses on utilizing online platforms for promotional activities? A\) Door-to-door sales B\) Direct mail marketing C\) Social media marketing ✔ D\) Mass media advertising \-\-\-\-\-\-\-\-\-- What is E-Tailing in the context of marketing? A\) Traditional brick-and-mortar retail stores B\) Direct selling techniques C\) Wholesale distribution channels D\) Online retailing or electronic retailing ✔ \-\-\-\-\-\-\-\-\-- What is the concept of consumerism in marketing related to? A\) Promoting luxury products B\) Exploiting consumer insecurities C\) Meeting consumer demand effectively ✔ D\) Selling unnecessary goods \-\-\-\-\-\-\-\-\-- How does market research contribute to strategic decision-making in marketing? A\) By forecasting consumer demand and preferences ✔ B\) By increasing production costs C\) By delaying product launches D\) By limiting product variety \-\-\-\-\-\-\-\-\-- What role does Management Information Systems (MIS) play in marketing regulation? A\) Monitoring and analyzing market competition B\) Managing supply chain logistics C\) Ensuring data security and compliance ✔ D\) Tracking customer complaints and feedback How can a company balance between customer and competitor orientations in a global market environment? One approach is to focus on providing unique value propositions to customers while also keeping an eye on competitors\' strategies to differentiate and stay ahead in the market. \-\-\-\-\-\-\-\-\-- Why is social responsibility and marketing ethics important in today\'s business landscape? Companies that prioritize social responsibility and marketing ethics build trust with consumers, leading to long-term brand loyalty and positive reputation. \-\-\-\-\-\-\-\-\-- What role do publications play in regulating marketing practices? Publications often highlight unethical marketing tactics, raising awareness and putting pressure on companies to adhere to stricter ethical standards. \-\-\-\-\-\-\-\-\-- What are some recent trends in marketing that businesses should be aware of? Personalization, influencer marketing, and sustainability initiatives are some of the key trends shaping the marketing landscape today. \-\-\-\-\-\-\-\-\-- How does e-marketing differ from traditional marketing approaches? E-marketing leverages digital channels such as social media and email for reaching and engaging with customers, offering a more targeted and measurable approach compared to traditional methods. \-\-\-\-\-\-\-\-\-- What is e-tailing and how has it transformed the retail industry? E-tailing refers to the online retailing of products, providing customers with convenience, a wide product selection, and often competitive pricing compared to brick-and-mortar stores. \-\-\-\-\-\-\-\-\-- How does consumerism affect marketing strategies? Consumerism influences companies to focus on meeting customer demands, sustainability concerns, and ethical values, driving innovation and customer-centric approaches. \-\-\-\-\-\-\-\-\-- Why is market research essential for businesses before launching a new product or service? Market research helps businesses understand consumer needs, preferences, and market trends, enabling them to make informed decisions and tailor their offerings effectively. \-\-\-\-\-\-\-\-\-- How does management information systems (MIS) contribute to marketing regulation within a company? MIS provides data and analytics that help companies monitor and evaluate marketing activities, ensuring compliance with regulations and industry standards. \-\-\-\-\-\-\-\-\-- What are some key aspects of marketing regulation that companies need to be mindful of in their operations? Compliance with data protection laws, truth in advertising, transparency in marketing communications, and fair competition practices are crucial aspects of marketing regulation that companies should consider in their strategies. **Balancing Customer and Competitor Orientations** - **Customer Orientation**: Focuses on understanding and satisfying customer needs. It involves continuous market research to identify and meet customer expectations. - **Competitor Orientation**: Involves understanding the strengths and weaknesses of competitors to gain a competitive advantage. - **Balancing**: Companies must balance both orientations to ensure they meet customer needs while staying ahead of competitors. This balance is crucial for sustainable success. **Global Market Environment** - **Understanding Cultural Differences**: Marketing strategies must be adapted to fit different cultural norms and values. - **Economic Factors**: Economic conditions in different countries can affect consumer purchasing power and preferences. - **Political and Legal Factors**: Regulations and trade agreements can impact how companies market and sell their products globally. **Social Responsibility and Marketing Ethics** - **Corporate Social Responsibility (CSR)**: Companies are expected to act in ways that are ethical and beneficial to society. - **Ethical Marketing**: Involves honesty, fairness, and respect for consumers and competitors. It avoids deceptive practices and ensures products are safe and beneficial. **Citizen and Publications to Regulate Marketing** - **Consumer Protection Laws**: Regulate marketing practices to protect consumers from unfair, deceptive, or fraudulent practices. - **Self-Regulation**: Industry bodies and publications can set standards and guidelines for ethical marketing practices. **Recent Trends in Marketing** - **Digital Marketing**: The shift towards online platforms for advertising and customer engagement. - **Personalization**: Using data analytics to tailor marketing messages to individual consumer preferences. - **Sustainability**: Emphasizing eco-friendly products and practices in response to growing consumer demand for sustainability. **A Basic Understanding of E-Marketing** - **E-Marketing (Digital Marketing)**: The use of digital channels to reach and engage with consumers. It includes social media, email marketing, search engine optimization (SEO), and more. - **E-Tailing**: Selling goods and services online through e-commerce platforms. **Consumerism** - **Consumer Rights**: Advocating for the rights of consumers to receive quality products and services. - **Consumer Movements**: Organizations and movements that aim to protect consumer interests and influence marketing practices. **Market Research** - **Data Collection**: Gathering information about consumers, competitors, and market trends. - **Analysis**: Interpreting data to understand market needs and preferences. - **Decision Making**: Using research findings to make informed marketing decisions. **MIS and Marketing Regulation** - **Marketing Information System (MIS)**: A system designed to gather, analyze, and report information to help in making marketing decisions. - **Regulation**: Laws and regulations that govern marketing practices to ensure they are ethical and do not mislead or harm consumers. Understanding these concepts is crucial for anyone involved in marketing, as they provide a comprehensive overview of the strategies, ethical considerations, and regulatory environments that shape marketing practices in the global market. ### Global Market Environment: Short Notes