MARKETING FOR CUSTOMER VALUE

1. Chapter:01 Introduction to marketing

2. Chapter:02 Product decisions
3. Chapter:03 Distribution channels
4. Chapter:04 Promotion decision
5. Chapter:05 Marketing research
6. Chapter:06 Issues and developments in marketing
SECTION _ A

Answer the following. Each question carries five marks

2021
1. What do you mean by marketing ? Explain the core concepts of marketing.
Chapter:01
2. Define competition strategy. Why is it important for marketing ?
Chapter:01
3. What do you mean by brand positioning ? Briefly explain brand positioning.
Chapter:02
4. Briefly explain steps in price setting.
Chapter:02
5. What do you mean by channel integration ? Why is it important ?
Chapter:03
6. Illustrate and explain the various stages of personal communication.
Chapter:04
7. Why is excellence in services important in marketing ?
Chapter:06

2022
1. What are the major holistic marketing concepts that affect the current scenario?
Illustrate with example.
Chapter:01
2. Define product. Explain levels of product with example.
Chapter:02
3. What do you mean by physical distribution? Briefly explain distribution channels.
Chapter:03
4. Briefly explain sales promotion tools and techniques.
Chapter:04
5. What do you mean by marketing research? Why is it important?
 Chapter:05
6. Illustrate and explain BCG Matrix with suitable examples.
7. Explain challenges of cyber marketing.
Chapter:06

2023
1. Explain the procedure marketers use to evaluate and select target markets.
Chapter:01
2. How does packaging and labelling impact consumer behaviour?
Chapter:02
3. Differentiate between direct and indirect channels of distribution.
Chapter:03
4. What is sales promotion? Explain common tools and techniques used in sales
promotion.
Chapter:04
5. Explain the ethical considerations in marketing research.
Chapter:05
6. Define cyber marketing. How it changed the traditional marketing landscape?
Chapter:06
7. What is the consumer adoption process and how can firms use it to their
advantage?
Chapter:02

2024

1. Define and explain the concept of marketing management.

Chapter:01
2. Explain types of pricing strategies.
Chapter:02
3. Discuss the importance of branding in product marketing?
Chapter:02
4.Define distribution channels and explain their significance in marketing ?
Chapter:04
5.Describe the stages of the product life cycle.
Chapter:02
6.Define the consumer adoption process and its stages. Explain how understanding this
process can benefit businesses in launching new products
Chapter:02
7.Discuss the types of market segmentation.
Chapter:01

SECTION _ B
2021

Answer the following questions. Each carries ten marks

8. Briefly explain market segmentation and target marketing.

Chapter:01
9. Elucidate importance of supply chain management with examples.
10. illustrate the role of integrated marketing communications.
Chapter:01
11.Explain the concept of life time value of customers
Chapter:01
2022
8. Briefly explain the product line, product depth, and product width with example.
Chapter:02
9. Elucidate importance of personal selling and media selection with suitable example
Chapter:04
10. Illustrate the social, ethical, and legal aspects of marketing.
Chapter:06
11. Explain new product development stages.
Chapter:02

2023

8. How do macro and micro components of the marketing environment impact

marketing decisions?
 Chapter:01
9. What is a product life cycle and how does it impact a firm’s marketing strategy?
Chapter:02
10. How do firms determine their advertising budget and what are some factors that can
impact it?
Chapter:04
11. What are the current trends in marketing and how do companies stay up to date with
them?
2024

8.Develop a comprehensive marketing mix strategy for launching innovative products in

the market. Consider how each element of the marketing mix (product, price, place,
promotion) contributes to achieving your business objectives.
Chapter:01
9.Discuss the process of new product development.
Chapter:02
11. Explain the marketing research process, highlighting the importance of each step.
Chapter:05
12. Write short notes on:
Chapter:03. 1. Wholeselling
Chapter:04. 2. Publicity

Section C
13. Case study (Compulsory) :
Toyota used an old name to bring new technology to drivers
Toyota targeted mainstream drivers wary of new tech and reluctant to be early adopters.
The renaming of Toyota’s Auris model as the Corolla brought back a name that many
have been familiar with. Toyota drivers have been reluctant to embrace and a strategy to
steer customers towards unfamiliar new technology. The small family car, and a
declining market segment as buyers switched to SUVs and crossovers was chosen to
test Toyota’s strategy to emphasise hybrid modes, and to increase production of more
than 90 percent Toyota’s would need to embrace 90% of Corolla buyers into the more
expensive hybrid versions. Along with the old name, the seventh Corolla would boast
new styling and improved specifications that sought to address critics who called the
Auris dull but it would see a hefty price increase compared to the outgoing model, with
hybrid versions typically costing around €3,000 more than a petrol – powered Corolla.
Toyota’s main message to mainstream buyers, who do not keep up with or are not
behind by technology trends, even if they are reluctant to be early adopters. The
purpose was for the 2018 launch of the new Corolla to stress the environmental
benefits of its hybrid technology, which offers lower emissions than purely petrol
models, but without the range anxiety and long charging times associated with electric
vehicles. Toyota also wanted to address consumer misconceptions about the
performance and driving experience of hybrid cars, particularly on environmental ones.
The campaign message developed ‘Don’t get left behind. Toyota used a creative
treatment showing a Corolla passing a succession of historic and then new vehicles,
and culminating in an electric car as the standard for change. Consumers got the
message, with interest in and consideration of the Corolla jumping sharply in 2018,
followed by a substantial increase in sales of the previous Auris model. This all
culminated in Toyota winning the 2020 Marketing Week Masters award for automotive.
Based on the case study, answer the following questions.
a) If you are decision maker for the particular brand which name you could have
suggested and why?
b) How should marketing managers position the brand name and what are the benefits
of positioning it?
c) When car value is decreasing in the market, what is your innovative approach you can
bring in to market to reference the brand product to customer?

2022
“Grubhub Food Delivery Company/Consumer insights feed the soul”
When the World went into lockdown, food delivery services became an essential part of
all our lives. But how to do it safely? Based in the US, Grubhub is a food ordering and
delivery platform that connects consumers with local restaurants and takeaways. To
understand what people wanted and meet their new demands, the brand turned to
consumer insights. COVID-19 brought the World to its knees. People feared for their
health and for their income. The challenge for Grubhub was how to address consumer
concerns with regard to a restricted household budget, disinfection protocols, the
mechanics of safe food delivery, and more. Using our consumer intelligence platform,
the Grubhub team monitored for diners’ negative experiences, and countered with
positive experiences.
When Grubhub’s Belly Dance ad, first aired on TV, it fell below expectations, receiving
low engagement. Suddenly, in January 2021, the commercial became a viral meme,
receiving over 40K mentions on social media in one month. Working with Talkwalker, the
brand created a strategy as to how to join this growing conversation. As the campaign
became more successful, the team launched the deliver the Remix contest, asking
followers to help choose the next song in the “Belly Dance” ad. Consumers loved it,
creating a ton of fun and creative pieces of content. To understand how Grubhub was
able to turn negative community sentiment and drive a brand-amplifying strategy.
Based on the case study, answer the following questions.
a) If you are decision maker for the Grubhub brand which strategy could have suggested
and why explain?
b) What are the marketing strategy that should be included in this matter to seek the
customer value?
c) When changing the market scenario, what is your innovative approach you can bring?
As CMO of the company how do you influence to consumer?
2023
Coca-Cola’s “Taste the Feeling” Campaign
Coca-Cola, one of the world’s most iconic brands, launched its “Taste the Feeling”
campaign in 2016. The campaign aimed to reposition Coca-Cola as a brand that is
associated with positive emotions and experiences, rather than just a refreshing drink.
The “Taste the Feeling” campaign included a series of ads that showcased the various
moments of joy and happiness that people experience while drinking Coca-Cola. The
ads featured catchy music and vibrant colors, and they were designed to evoke strong
emotions in viewers. The campaign also included a number of digital and social media
components, such as a mobile app that allowed users to create personalized Coca-
Cola ads and share them on social media. The “Taste the Feeling” campaign was a
departure from Coca-Cola’s previous marketing strategy, which had focused more on
promoting the brand’s products and their features. By shifting the focus to emotions
and experiences, Coca-Cola was able to connect with consumers on a deeper level and
create a more emotional connection with its brand. The campaign was a success, with
Coca-Cola reporting an increase in sales and brand awareness following its launch.
A) What was the purpose of Coca-Cola’s “Taste the Feeling” campaign and how did it
differ from the company’s previous marketing strategy?
b) How did Coca-Cola’s focus on emotions and experiences in its “Taste the Feeling”
campaign help the company connect with consumers on a deeper level?
c) What were some of the components of the “Taste the Feeling” campaign, and how
did they contribute to the campaign’s success?
2024

Coca-Cola, one of the world’s largest soft drink manufacturers became famous for its
flagship product “Coca-Cola”. Coca-Cola adopted different marketing strategies and
built a strong brand among the consumers. But the company was facing stagnation.
Later in the 1980s, the company diversified its product line from carbonated drinks to
healthy drinks like juices and green tea. With an aim to attract the youth, the company
also successfully introduced flavoured carbonated drinks terming them as “sparkling
beverages”. To gain competitive advantage in this amazing segment, Coca-Cola initiated
a new marketing campaign for its new product “Coke Zero” and simultaneously
launched “Diet Coke Plus”.
Questions:
a) If you wish to introduce your own diet cold drink in the Indian market what challenges
will you face? How will you overcome these challenges?
b) What alternative strategies will you adopt to boost up your diet cold drink sales?