1

Marketing Questions for

SBI PO 2014
1. Marketing Concept is based on
A. Customer-Oriented B. Product-
oriented and centred C. Profit D. Loss
E. None of these
2. Wic of te fo!!o"ing Bank is
based on ne" #arketing concept$
A. Union Bank of India
B. State Bank of India
C. UCO Bank
D. PNB
E. All of these
%. In #arketing C&M stands for
A. Case ole !ana"ement
B. Customer elationshi# mana"ement
C. Customer ole in !arket
D. None of these
4. Wic is te ter# of 'igita!
Marketing
A. Blocked
B. Cost
C. Plan
D. Brand
E. Utilit$
(. Wat is te e!e#ent of Marketing
Concept$
A. Consumer Satisfaction
B. %oal of the Or"ani&ation
C. Plan
D. !arket
E. None of these
). &SS stands for
A. eal Sa'e S$stem
B. ole sa'er s$stem
C. eal sim#le s$ndication
D. eal sa'er s$stem
E. None of these
*. Marketing Concept earns te profit
"it
A. Customer Satisfaction of Bank
B. Staff
C. Product
D. Buildin"
E. A(!
+. Wic is custo#er and societ,-
oriented concept of #arketing$
A. Product Conce#t of !arketin"
B. Societ$ !arketin" Conce#t
C. Product Conce#t
D. !arketin" Conce#t
.. Wic is te pi!!ar of Marketing
Concept
A. )inancial Plannin" and control
B. Customer Orientation
C. Plant
D. )i*ed Cost
E. Sales
10. Custo#erisation #eans
A. Promotion
B. %oods offer
C. Sales
D. elation
E. None of these
/0SW1&S2
+, A -, E ., B
/, A 0, D
2
1, C 2, A 3, B
4, B +5, D
+. (he 6alance sheet of an or"anisation "i'es
information re"ardin"7-
8a, esult of o#erations for a #articular
#eriod
86, (he financial #osition as on a #articular
date
8c, (he o#eratin" efficienc$ of the firm
8d, )inancial #osition durin" a #articular
#eriod
8e, (he o#eratin" health of the firm
/0S2 3b4
-. ESOP stands for7-
8a,Efficient Ser'ice of Promises
86,Em#lo$ees Ser'ice O#tion Pro9ects
8c,Effecti'e S$stem of Pro9ects
8d,Em#lo$ees Stock O#tion Plan
8e,Essential Securit$ of Police
/0S2 3d4
.. I understand marketin" as7:
8a, Onl$ sellin"
86, !eetin" human and social needs
#rofita6l$
8c, (o focus on customer
8d, (o focus onl$ on #roducin" "oods and
ser'ices
8e, Onl$ 86, and 8c,
/0S2 3e4
/. USP in marketin" means7-
8a,Uni;ue Sellin" Practices
86,Uniform Sellin" Practices
8c,United Sales Person
8d,Uni;ue Sellin" Pro#osition
8e,Useful Sales Person
/0S2 3d4
0. <ho is called a eferral 7-
8a, Sales #erson
86, All customers
8c, Lead #ro'ided 6$ o#eration staff
8d, Callin" the e*istin" #urchasers
8e, All #urchasers
/0S2 3c4
Study General Awareness here
1. DSA in marketin" means77
8a,Direct Sellin" A"ent
86,Deli'er$ Staff A"enc$
8c,Direct Su##lier A"ent
8d,Distri6ution and Su##l$ A"enc$
8e,Dri'in" Sales Ahead
/0S2 3a4
2. Di"ital !arketin" is similar to7:
8a, Online marketin"
86, Cold callin"
8c, <e6 desi"nin"
8d, !arket fore-cast
8e, Outdoor marketin"
/0S2 3a4
3. Di'ersification means7:
8a, Di'idin" the market into small se"ments
86, Di'idin" ener"$ of sales #ersons
8c, !arketin" of di'erse #roducts
8d, All of these
8e, None of these
/0S2 3c4
3
4. !arket research is re;uired for7-
8a, Decidin" sales 'olume
86, Decidin" #roduction le'els
8c, Decidin" market strate"ies
8d, Decidin" sales team mem6ers
8e, All of these
/0S2 3c4
+5. Net=orkin" makes marketin"7-
8a, >er$ difficult
86, >er$ cum6ersome
8c, Eas$ to handle
8d, ?as no role in marketin"
8e, None of these
/0S2 3c4
+. Consumer information sources are7-
8a, Personal source and commercial source
86, Pu6lic source
8c, E*#eriential source
8d, All the a6o'e
8e, Onl$ 8a, and 86,
/0S2 3d4
-. @ero-Based Bud"etin" 8@BB, means7-
8a, A tool for marketin" cost anal$sis
86, A tool for financial anal$sis
8c, Each $earA 6ud"etin" starts from a scratch
8d, A certain #ercenta"e of sales
8e, Onl$ 8a, and 86,
/0S2 3c4
.. (he ad'anta"es of tele#hone-inter'ie= are7
8a, elati'el$ lo= cost #er inter'ie=
86, %ood for reachin" im#ortant #eo#le =ho are
inaccessi6le
8c, Securin" co-o#eration =hich is not al=a$s
#ossi6le
8d, All of these
8e, Onl$ 8a, and 86,
/0S2 3d4
/. (he a66re'iation ISP stands for7-
8a,International S#$ Pro9ect
86,Indian Social Plannin"
8c,Initial Ser'ice Pro'ider
8d,Internet Ser'ice Pro'ider
8e,None of these
/0S2 3d4
0. (he 6est ad'ertisement is7:
8a, %lo= si"n 6oards
86, On internet
8c, (.> !edia
8d, Print !edia
8e, <hich satisfies a customer.
4
/0S2 3e4
Study General Awareness here
1. Accordin" to #roduct life c$cle theor$A the #rofit
is ma*imum in7-
8a, De'elo#ed sta"e
86, Earl$ sta"e
8c, !atured sta"e
8d, Declined sta"e
8e, None of these
/0S a4
2. In 6anks OA means7:
8a, ate of Allocation
86, eturn on Assets
8c, eturn on Ad'ances
8d, atio of Assets
8e, Onl$ 86, and 8c,
/0S2 3b4
3. In the conte*t of "lo6alisation BPO means7-
8a,British Petroleum Or"anisation
86,British Pass#ort Office
8c,Bud"etin" Process Orientation
8d,Business Process Orientation
8e,Business Process Outsourcin"
/0S2 3e4
Study Computer Knowledge here
4. S<O( Anal$sis refers to77-
8a, !arketin" tool to understand constraints and
#otentials of self and com#etitor
86, E*ternal en'ironment anal$sis
8c, Internal en'ironment anal$sis
8d, Strate"ic #lannin" for sellin" #roduct
8e, South-=est or"anisation for trade
/0S2 3a4
+5. )or an economic or"anisationA !IS stands for
7:
8a, !iddle Income Scheme
86, !ana"ement Information S$stem
8c, !ana"ement of Information and Science
8d, !arketin" Information S$stem
8e, Onl$ 86, and 8c,
/0S2 3b4
+. Consumer information sources are7-
8a, Personal source and commercial source
86, Pu6lic source
8c, E*#eriential source
8d, All the a6o'e
8e, Onl$ 8a, and 86,
/0S2 3d4
-. @ero-Based Bud"etin" 8@BB, means7-
8a, A tool for marketin" cost anal$sis
5
86, A tool for financial anal$sis
8c, Each $earA 6ud"etin" starts from a scratch
8d, A certain #ercenta"e of sales
8e, Onl$ 8a, and 86,
/0S2 3c4
.. (he ad'anta"es of tele#hone-inter'ie= are7
8a, elati'el$ lo= cost #er inter'ie=
86, %ood for reachin" im#ortant #eo#le =ho are
inaccessi6le
8c, Securin" co-o#eration =hich is not al=a$s
#ossi6le
8d, All of these
8e, Onl$ 8a, and 86,
/0S2 3d4
/. (he a66re'iation ISP stands for7-
8a,International S#$ Pro9ect
86,Indian Social Plannin"
8c,Initial Ser'ice Pro'ider
8d,Internet Ser'ice Pro'ider
8e,None of these
/0S2 3d4
0. (he 6est ad'ertisement is7:
8a, %lo= si"n 6oards
86, On internet
8c, (.> !edia
8d, Print !edia
8e, <hich satisfies a customer.
/0S2 3e4
Study General Awareness here
1. Accordin" to #roduct life c$cle theor$A the #rofit
is ma*imum in7-
8a, De'elo#ed sta"e
86, Earl$ sta"e
8c, !atured sta"e
8d, Declined sta"e
8e, None of these
/0S a4
2. In 6anks OA means7:
8a, ate of Allocation
86, eturn on Assets
8c, eturn on Ad'ances
8d, atio of Assets
8e, Onl$ 86, and 8c,
/0S2 3b4
3. In the conte*t of "lo6alisation BPO means7-
8a,British Petroleum Or"anisation
86,British Pass#ort Office
8c,Bud"etin" Process Orientation
8d,Business Process Orientation
8e,Business Process Outsourcin"
/0S2 3e4
6
Study Computer Knowledge here
4. S<O( Anal$sis refers to77-
8a, !arketin" tool to understand constraints and
#otentials of self and com#etitor
86, E*ternal en'ironment anal$sis
8c, Internal en'ironment anal$sis
8d, Strate"ic #lannin" for sellin" #roduct
8e, South-=est or"anisation for trade
/0S2 3a4
+5. )or an economic or"anisationA !IS stands for
7:
8a, !iddle Income Scheme
86, !ana"ement Information S$stem
8c, !ana"ement of Information and Science
8d, !arketin" Information S$stem
8e, Onl$ 86, and 8c,
/0S2 3b4
'15I0I6IO0 O5 M/&716I082
<e can define !arketin" as the
#rocess of sellin" or #urchasin" "oods or #roducts
in a market.
!arketin" 6$ nature is 6oth Arts and Science.
!arketin" is the most im#ortant 6usiness function
for an$ #roduct or ser'ices it determines the tone
of #roduct or ser'ice and ho= the customer =ill
inter#ret and understand the #roduct or ser'ice.
M/&716I08 B/SICS2
?o= !arketin" is to 6e used de#ends
u#on the t$#e of #roduct or ser'ice for =hich
marketin" is to 6e used
(he main o69ecti'e of !arketin" 6$ (raditional
!arketin" #rofessionals is to 9ust sell the #roducts
and ser'ices. But no= the strate"$ has chan"ed.
No= the main o69ecti'e of marketin" is to sell the
#roduct so that the customer "ains satisfaction
also.
)rom this =e can sa$ that the most #o=erful
element of a market is none other than the
customer.
M/&716I08 /PP&O/C91SB
?o= !arketin" is a##roached can 6e
di'ided into t=o cate"ories as follo=sB
1. Inbound Marketing2
It mainl$ focuses on understandin" s#ecific
customers "rou#s =ith their s#ecific needs and
6ased on that it forms a #roduct desi"n. (he most
critical #art is determinin" the features of the
#roduct and the lan"ua"e in =hich it should
communicate into the customers.
2. Outbound Marketing2
(his is one of the traditional methods of
marketin". ?ere the com#an$ contacts the
customer throu"h a messa"e. It uses offline
methods such as trade sho=sA mails to customers
and callin" customers.
Study Marketing Abbreviations here
4 PS O5 M/&716I082
!arketin" can 6e defined as a set of / #s. (hese
/ #s define the #rinci#les and 6asics of marketin".
(hese are also referred 6$
Neil Borden as C!arketin" !i*D..
7
1. P&O':C62 Identification and selection of
ri"ht #roduct that satisfies the customer needs
2. P;/C12 Sellin" the #roduct at ri"ht #lace i.e.
#ro'idin" the customer a =a$ of access to the
#roducts
%. P&IC12 determination of its #rice
4. P&OMO6IO02 Once $ou ha'e the #roduct
and its #riceA the ne*t ste# is to #romote the
#roduct. So =e need to de'elo# and im#lement our
o=n =a$ of #romotional strate"$.
6&/'I6IO0/; M/&716I082
(his t$#e of marketin" is used to refer to old
marketin" techni;ues that ha'e 6een #ro'en
successful.
In olden da$Es tele'isionA radioA cold calls etc.
=ere used as a =a$ of #romotion of #roducts.
(he first ste# in im#lementin" traditional
marketin" understands the customer so that =e can
#romote the #roduct usin" the media #referred 6$
them. (raditional marketin" efforts are sometimes
also refers as CPUS?D ad'ertisin" as it #ushes
messa"e to the audience. After decidin" on the
traditional marketin" a##roach a com#an$ need to
detail out the marketin" solutions 6ased on
+. (ar"et Audience i.eFCustomers
-. Creatin" content that =ill o#timi&e
customer e*#erience
.. <hat are all the channels to 6e used in
the media mi*.
/. <e need to de'elo# 'arious marketin"
materials for 'arious marketin" channels
0. )inall$A =e need to define 6enchmarks
to com#are results of #roducts.
7no" Marketing Basics ere
6<P1S O5 6&/'I6IO0/; M/&716I082
1. P&I06 /'=1&6ISI082 It is nothin" 6ut
ad'ertisin" throu"h #rinted means such as
ne=s#a#ersA ma"a&inesA 6rochures etc.
2. 61;1=ISIO02 Ad'ertisin" throu"h (>.
%. &/'IO /'=1&6ISI082 Ad'ertisin"
throu"h radio
4. CO;' C/;;S2 callin" the customers
directl$
(. 'I&1C6 M/I;SB mails are sent to selected
"rou# of customers.
I061&016 M/&716I082
No=-a-da$s Internet has 6ecome a relati'el$
chea#er !arketin" channel com#ared to tele'ision
and radio counter#arts and has "ained #o#ularit$
so soon. ?ence =e can define Internet !arketin"
as #romotion of #roducts or ser'ices online
throu"h ads. It is also kno=n as e-!arketin" or
Internet ad'ertisin". (here are se'eral channels of
Internet !arketin" Such as BannersA addsA #a$-
#er-click addsA 6lo" marketin"A o#timi&ation
techni;ues etc.
)or e*am#le su##ose toda$ if a #erson =ants to
6u$ an$ #roduct the follo=in" ste#s are follo=ed
+. )irst heGshe searches the Internet for the
re;uired #roduct
8
-. (hen =e check the rele'ant results
.. (hen =e check the ratin"s and user 'ie=s
on the #roduct.
/. <e select the 6est suited #roduct in terms
of features and #ricin".
0. <e check for a site that offers the 6est deal
1. Com#are offline #rices =ith online #rices
8"enerall$ online #rices are chea#,
2. )inall$ order the #roduct
Ad- Ad'ertisin"
!H( : !arketin"
B-B : Business to Business
S!E : Su69ect !atter E*#ert
)055- )ortune 055
E!- Email
D! : Direct !ail
AB! : Account Based marketin"
(AP : (ar"eted account #ro"rams
D! : Di"ital !arketin"
SE : Search En"ine
SEP : Search En"ine esults Pa"e
SE! : Search En"ine !arketin"
SEO - Search En"ine O#timi&ation
S!! : Social !edia !arketin"
S!O : Social !edia O#timi&ation
PPC : #a$ #er click
PPA : Pa$ Per Action
PPI : Pa$ Per Im#ression
PPL : Pa$ Per Lead
C( : Click throu"h rate
CPC : Cost Per Click
CPL : Cost Per Lead
CPS : Cost Per Sale
C!S : Content !ana"ement S$stem
C! : Content elationshi#
!ana"ement
!AP : !arketin" Automation Platform
S)A : Sales )orce Automation
BI : Business Intelli"ence
!L! : !ulti Le'el !arketin"
)DI : )orei"n Direct In'estment
POP : Point of Purchase Dis#la$
ID : esearch and De'elo#ment
9
UPC : Uni'ersal Product Code
POS : Point of Sale Dis#la$
OI : eturn on In'estment
CLS : Costumer Location S$stem
P! : esale Price !aintenance
>A( : >alue Added (a*
>BS : >er6al !arketin" S$stem
C : Concession ate
DA : Direct es#onse Ad'ertisin"
CL> : Customer Lifetime >alue
eCommerce : Electronic Commerce
C! : Customer elationshi#
!ana"ement
NPD : Ne= Product De'elo#ment
O!I : eturn on !arketin" In'estment
L(> : Life (ime >alue
BDI : Brand De'elo#ment Inde*
CDI : Cate"or$ De'elo#ment Inde*
! : !arket esearch
AI! : Alternati'e In'estment !arket
!S : !arket Share
(!> : (rue !arket >alue
!AA- !arketin" Authori&ation
A##lication
!S : !arket Sur'eillance
<O!!- <ord of !outh !arketin"
IDA : Industries De'elo#ment and
e"ulation Act
UJ : User E*#erience
%S : %ross ratin" Point
BEP : Break E'en Point
PAN : Permanent Account Num6er
I!) : International !onitor$ )und
?o= !arketin" is to 6e used de#ends u#on the
t$#e of #roduct or ser'ice for =hich marketin" is
to 6e used
(he main o69ecti'e of !arketin" 6$ (raditional
!arketin" #rofessionals is to 9ust sell the #roducts
and ser'ices. But no= the strate"$ has chan"ed.
No= the main o69ecti'e of marketin" is to sell the
#roduct so that the customer "ains satisfaction
also.
)rom this =e can sa$ that the most #o=erful
element of a market is none other than the
customer.
M/&716I08 /PP&O/C91SB
?o= !arketin" is a##roached can 6e
di'ided into t=o cate"ories as follo=sB
1. Inbound Marketing2
10
It mainl$ focuses on understandin" s#ecific
customers "rou#s =ith their s#ecific needs and
6ased on that it forms a #roduct desi"n. (he most
critical #art is determinin" the features of the
#roduct and the lan"ua"e in =hich it should
communicate into the customers.
2. Outbound Marketing2
(his is one of the traditional methods of
marketin". ?ere the com#an$ contacts the
customer throu"h a messa"e. It uses offline
methods such as trade sho=sA mails to customers
and callin" customers.
Study Marketing Abbreviations here
4 PS O5 M/&716I082
!arketin" can 6e defined as a set of / #s. (hese
/ #s define the #rinci#les and 6asics of marketin".
(hese are also referred 6$
Neil Borden as C!arketin" !i*D..
1. P&O':C62 Identification and selection of
ri"ht #roduct that satisfies the customer needs
2. P;/C12 Sellin" the #roduct at ri"ht #lace i.e.
#ro'idin" the customer a =a$ of access to the
#roducts
%. P&IC12 determination of its #rice
4. P&OMO6IO02 Once $ou ha'e the #roduct
and its #riceA the ne*t ste# is to #romote the
#roduct. So =e need to de'elo# and im#lement our
o=n =a$ of #romotional strate"$.
6&/'I6IO0/; M/&716I082
(his t$#e of marketin" is used to refer to old
marketin" techni;ues that ha'e 6een #ro'en
successful.
In olden da$Es tele'isionA radioA cold calls etc.
=ere used as a =a$ of #romotion of #roducts.
(he first ste# in im#lementin" traditional
marketin" understands the customer so that =e can
#romote the #roduct usin" the media #referred 6$
them. (raditional marketin" efforts are sometimes
also refers as CPUS?D ad'ertisin" as it #ushes
messa"e to the audience. After decidin" on the
traditional marketin" a##roach a com#an$ need to
detail out the marketin" solutions 6ased on
+. (ar"et Audience i.eFCustomers
-. Creatin" content that =ill o#timi&e
customer e*#erience
.. <hat are all the channels to 6e used in
the media mi*.
/. <e need to de'elo# 'arious marketin"
materials for 'arious marketin" channels
0. )inall$A =e need to define 6enchmarks
to com#are results of #roducts.
7no" Marketing Basics ere
6<P1S O5 6&/'I6IO0/; M/&716I082
1. P&I06 /'=1&6ISI082 It is nothin" 6ut
ad'ertisin" throu"h #rinted means such as
ne=s#a#ersA ma"a&inesA 6rochures etc.
2. 61;1=ISIO02 Ad'ertisin" throu"h (>.
%. &/'IO /'=1&6ISI082 Ad'ertisin"
throu"h radio
11
4. CO;' C/;;S2 callin" the customers
directl$
(. 'I&1C6 M/I;SB mails are sent to selected
"rou# of customers.
I061&016 M/&716I082
No=-a-da$s Internet has 6ecome a relati'el$
chea#er !arketin" channel com#ared to tele'ision
and radio counter#arts and has "ained #o#ularit$
so soon. ?ence =e can define Internet !arketin"
as #romotion of #roducts or ser'ices online
throu"h ads. It is also kno=n as e-!arketin" or
Internet ad'ertisin". (here are se'eral channels of
Internet !arketin" Such as BannersA addsA #a$-
#er-click addsA 6lo" marketin"A o#timi&ation
techni;ues etc.
)or e*am#le su##ose toda$ if a #erson =ants to
6u$ an$ #roduct the follo=in" ste#s are follo=ed
+. )irst heGshe searches the Internet for the
re;uired #roduct
-. (hen =e check the rele'ant results
.. (hen =e check the ratin"s and user 'ie=s
on the #roduct.
/. <e select the 6est suited #roduct in terms
of features and #ricin".
0. <e check for a site that offers the 6est deal
1. Com#are offline #rices =ith online #rices
8"enerall$ online #rices are chea#,
2. )inall$ order the #roduct
Marketing
!arketin" is the Process of #lannin" and e*ecutin"
the conce#tionA#ricin"A#romotionA and distri6ution
of ideasA "oods and ser'ices to create e*chan"es
that satisf$ indi'idual and or"ani&ational
o69ecti'es.
Phili# Hotler defines marketin" as CSatisf$in"
needs and =ants throu"h an e*chan"e #rocessD
Bartles defines C !arketin" is the #rocess =here6$
societ$A to su##l$ its consum#tion needsA e'ol'es
distri6uti'e s$stem com#osed of #artici#antsA =ho
interactin" under constraintsA technical 8economic,
and ethical 8social,A create the transactions or flo=s
=hich resol'e market se#arations and results in
e*chan"e and consum#tion C
0ature of Marketing
+. !arketin" is a human acti'it$
-. !arketin" is a social-economic acti'it$
.. !arketin" is consumer-oriented #rocess.
/. (he core of marketin" is #roduct or ser'ice
0. !arketin" is 6ased on e*chan"e
1. !arketin" is 6oth art and science
2. !arketin" is an uni'ersal acti'it$.
Wat can be
#arketed
%oods
Place
Ser'ices
Pro#erties
E'ents
Or"ani&ation
E*#erience
Information
Hno=led"e
Persons
Ideas
Scope of Marketing
12
(he sco#e of marketin" has 6een increased a lot in
modern time. (he sco#e of marketin" areB
K All the decisions related to
#roduct like
si&eAcolourAdesi"nA#acka"in" etc are
taken =ith acti'e #artici#ation of
marketin" de#artment of the com#an$
K All the secisions related to the
consumers are taken after ha'in"
studied the consumerEs res#onses =ith
res#ect to different #roductsAdifferent
#rices and 6rands.
K All #romotional decisions like
choosin" t$#e of marketin" media are
also 6ein" taken under marketin"
acti'it$.
K All effecti'e after sales ser'ice
is formulated 6$ the marketin"
mana"er in order to satisf$ the
consumers.
Marketer 2
One =ho takes more acti'e #art in
the #rocess of e*chan"e
One =ho anal$sis the needs of the
#otential 6u$ers.
One =ho de'elo#s a #roductGser'ice
and #ersuades the 6u$ers to 6u$ the #roduct
Creating a Custo#er 2
(he acti'ities necessar$ to create the customers
includes B
K Identif$in" customers needs
K Desi"nin" "oods and ser'ices
that can satisf$ those needs
K Communicate information
a6out those "oods and ser'ices to
#ros#ecti'e 6u$ers.
K !akin" the "oods and ser'ices
a'aila6le to customerEs at ri"ht #lace
at ri"ht time
K Pro'idin" the necessar$ ser'ice
and follo= u# to ensure customer
satisfaction after the #roduct is sold.
I#portance of #arketing to te societ, 2
K Deli'er$ of standard of li'in"
to the societ$
K Decrease in Distri6ution cost
K Increase in Em#lo$ment
o##ortunities
K Increase in National Income
K Protection a"ainst Businees
slum#
Concept of Marketing
1>cange Concept 2
(his conce#t of marketin"
indicates that the e*chan"e of a #roduct 6et=een
the seller and 6u$er is necessar$.
Production Concept 2
Production dominates the
thinkin" #rocess of the consumers.
Products #roduced in a "reat
'olume at a lo= unit cost are su##orted 6$ the
consumers.
Production is focused in
this conce#t.
Product Concept 2
In this conce#t ;ualit$ of the
#roduct is focused.
%ood and ;ualit$ #roducts
are #ro'ided to the customers.
13
Sa!es Concept 2
Lar"e sales #romotion is
6elie'ed to ma*imi&e the sellin".
Or"ani&ations resort to
a""ressi'e ad'ertisin"A hi"h #o=er #ersonal
sellin".
(he customer is 6ein"
ne"lected in this conce#t.
Marketing Concept 2
Or"ani&ation focuses on the
customers.
Consumer is at 6oth the
6e"innin" and the end of the 6usiness c$cle.
Consumer needs and aims
at the satisf$in" those needs are determined.
(he customerEs need
6ecomes the focal #oint of the 6usiness.
Mu!tip!e Coice Questions
LAns=er the ;uestions 6$ markin" 8 ,
on a##ro#riate ans=er.
1. Wic of te fo!!o"ing infor#ation
for#s a?ai!ab!e to te #arketing #anager
can usua!!, be accessed #ore @uick!, and
ceap!, tan oter infor#ation sources$
a. !arketin" intelli"ence
6. !arketin" research
c. Customer #rofiles
d. Internal data6ases
2. /!! of te fo!!o"ing are considered to be
dra"backs of !oca! #arketing 1AC1P62
a. it can dri'e u# manufacturin" and marketin"
costs 6$ reducin" economies of scale.
6. it can create lo"istical #ro6lems =hen the
com#an$ tries to meet 'aried re;uirements.
c. it can attract un=anted com#etition.
d. it can dilute the 6randMs o'erall ima"e.
%. 6e biggest or greatest a#ount of
in?o!?e#ent in a foreign #arket co#es
troug "ic of te fo!!o"ing$
a. E*#ortin"
6. Noint 'enturin"
c. Licensin"
d. Direct in'estment
4. BBBBBBBBBBBBBBBB as contractua!
autorit, to se!! a #anufacturerCs entire
output.
a. Sellin" a"ents
6. ack 9o66ers
c. !anufacturerMs a"ents
d. Purchasin" a"ents
(. Se!!ers tat and!e teir o"n e>ports are
engaged in2
a. direct e*#ortin".
6. indirect e*#ortin".
c. licensin".
d. contract manufacturin".
). :sing a successfu! brand na#e to
introduce additiona! ite#s in a gi?en
product categor, under te sa#e brand
na#e 3suc as ne" f!a?orsD for#sD co!orsD
added ingredientsD or package siEes4 is
ca!!ed a3n42
a. line e*tension.
6. 6rand e*tension.
c. multi6randin".
d. ne= 6rands.
*. 8oog!eD InfoseekD and 1>cite are a!!
ca!!ed2 a. 6ro=sers.
6. <e6casters.
c. search en"ines.
d. soft=are.
+. Wa!-Mart o"ned Sa#Cs c!ub is an
e>a#p!e of a retai! for# ca!!ed a3n42
a. factor$ outlet.
6. su#er s#ecialt$ store.
c. seconds store.
d. =arehouse clu6.
.. BBBBBBBBBBBBBB is te genera! ter# for a
bu,ing and se!!ing process tat is supported
b, e!ectronic #eans.
a. Internet commerce
6. <e6 commerce
c. Com#uter commerce
d. Electronic commerce
10. BBBBBBBBBBBBBBBB consists of di?iding a
#arket into distinct groups of bu,ers on te
basis of needsD caracteristicsD or bea?ior
14
"o #igt re@uire separate products or
#arketing #i>es.
a. Product differentiation
6. !arket se"mentation
c. !arket tar"etin"
d. !arket #ositionin"
11. Man, :.S. fir#s a?e sougt re!ief fro#
foreign co#petition b, de#anding
protectionis# po!icies b, te :.S.
go?ern#ent. / better "a, for co#panies to
co#pete is to e>pand into foreign #arkets
and2
a. lo=er #rices.
6. increase #romotion 6oth at home and
a6road.
c. continuousl$ im#ro'e their #roducts at
home.
d. 9oin into cartels at home.
12. &o!!s &o,ce uses "ic of te fo!!o"ing
distribution for#ats$
a. Intensi'e distri6ution
6. E*clusi'e distri6ution
c. Selecti'e distri6ution
d. O#en distri6ution
1%. Wen an i#porting countr, sets !i#its
on te a#ount of goods it "i!! accept in
certain product cate"ories it is called a8n,B
a. ;uota.
6. 6arrier.
c. tariff.
d. em6ar"o.
14. / BBBBBBBBBBBBBBBB is a pro#otion
strateg, tat ca!!s for using te sa!es force
and trade pro#otion to #o?e te product
troug canne!s.
a. #ush strate"$
6. #ull strate"$
c. 6lockin" strate"$
d. inte"rated strate"$
1(. Wic of te fo!!o"ing is foreign o"ned
3e?en toug it is traditiona!!, tougt of as
a :.S. co#pan,4$
a. IB!
6. Jero*
c. Hodak
d. Uni'ersal Studios
1). / co#pan, is practicing
BBBBBBBBBBBBBBBB if it focuses on sub
seg#ents "it distincti?e traits tat #a,
seek a specia! co#bination of benefits.
a. micromarketin"
6. niche marketin"
c. mass marketin"
d. se"ment marketin"
1*. BBBBBBBBBBBBBBBBB is te concept
under "ic a co#pan, carefu!!, integrates
and coordinates its #an, co##unications
channels to deli'er a clearA consistentA and
com#ellin" messa"e a6out the or"ani&ation
and its #roducts.
a. (he #romotion mi*
6. Inte"rated international affairs
c. Inte"rated marketin" communications
d. Inte"rated demand characteristics
1+. / co#pan, faces se?era! #aFor
decisions in internationa! #arketing. 6e
first of tese decisions is often2
a. decidin" =hether to "o international.
6. lookin" at the "lo6al marketin"
en'ironment.
c. decidin" =hich markets to enter.
d. decidin" ho= to enter markets.
1.. 6e /#erican Marketing /ssociation
suggests a !ist of code of etics. /!! of te
fo!!o"ing are etics suggested in te area of
distribution 1AC1P62
a. not mani#ulatin" the a'aila6ilit$ of a
#roduct for #ur#ose of e*#loitation.
6. not usin" coercion in the marketin"
channel.
c. usin" "ra$ marketers =hene'er #ossi6le to
sa'e the consumer mone$.
d. not e*ertin" undue influence o'er the
resellerMs choice to handle a #roduct.
20. If a go?ern#ent uses barriers to foreign
products suc as biases against a foreign
co#pan,Cs bidsD or product standards tat
go against a foreign co#pan,Cs product
featuresD te go?ern#ent is using2
a. #rotectionism.
6. e*chan"e controls.
c. e*chan"e facilitators.
d. nontariff trade 6arriers.
21. Goining "it foreign co#panies to
produce or #arket products and ser?ices is
ca!!ed2
15
a. direct e*#ortin".
6. indirect e*#ortin".
c. licensin".
d. 9oint 'enturin".
22. :!ti#ate!, HHHHHH"as rep!aced
b, te HHHHH.on 1st Gan 1..(
a. %A(SA <(O
6. <(OA %A((
c. %A((A <(O
d. I!)A %A((
2%. Wic is te rigt se@uence of stages of
Internationa!iEation$
a. DomesticA (ransnationalA %lo6alA
InternationalA !ultinational
6. DomesticA InternationalA !ultinationalA
%lo6alA (ransnational
c. DomesticA !ultinationalA InternationalA
(ransnationalA %lo6al
d. DomesticA InternationalA (ransnationalA
!ultinationalA %lo6al
24. 8!oba!iEation refers to2
a. Lo=er incomes =orld=ide
6. Less forei"n trade and in'estment
c. %lo6al =armin" and their effects
d. A more inte"rated and interde#endent =orld
2(. 7e, contro!!ab!e factors in g!oba!
#arketing are2
a. %o'ernment #olic$ and le"islation.
6. Social and technical chan"es.
c. !arketin" acti'ities and #lans.
d. All of the a6o'e.
2). IB&' 3Internationa! Bank for
&econstruction and 'e?e!op#ent4 a!so
kno"n as
a. E*im Bank
6. <orld Bank
c. International !onetar$ fund
d. International Bank
2*. 6e #ost co##on for# of price
discri#ination in internationa! trade is
a. Non-tariff 6arriers.
6. >oluntar$ E*#ort estraints.
c. Dum#in".
d. Preferential trade arran"ements.
e. None of the a6o'e
2+. =/6 is aIan
a. Income ta*
6. Sales (a*
c. Custom Dut$
d. (ra'el (a*
2.. Internationa! di#ension of #arketing
inc!udes
a. Domestic marketin"
6. )orei"n marketin"
c. International trade
d. All
%0. / branc and subsidiar, are
a. Different to each other
6. Similar to each other
c. All
d. None
/ns"er 7e,
Mu!tip!e Coice Questions
Internationa! Marketing 3MB/-IB-014
S16 2
+. d -. c .. d /. a 0. a 1. a 2. c 3. d
4. d +5. B ++. c +-. B +.. A +/. a
+0. d +1. 6 +2. C +3. B +4. c -5. d
-+. d --. c -.. 6 -/. d 0. C
-1. 6 -2. c -3. 6 -4. d .5. a
Marketing Stud,
Materia!
5 Cs of Marketing
)i'e CEs of marketin" are
+. Customers
-. Com#an$
.. Com#etitors
/. Colla6orators
0. Conte*t
16
Custo#er needs2 <hat needs does the firm
seek to satisf$O
Co#pan, Ski!!s2 <hat s#ecial com#etence
does the firm #ossess to meet those needsO
Co#petition2 <ho com#etes =ith the firm in
meetin" those needsO
Co!!aborators2 <hom should the firm enlist
to hel# it and ho= can the firm moti'ate themO
Conte>t2 <hich culturalA technolo"icalA and
le"al factors limit the #ossi6ilitiesO
Bases of Marketing:
Markets can be seg#ented in a ?ariet, of
"a,sD a#ong tose #ost "ide!, used bases
are
Demo"ra#hic2 ageD inco#eD genderD
occupation
%eo"ra#hic2 nationD region of countr,D
urban ?s rura!
Lifest$le2 edonistic ?s. ?a!ue oriented
6ese tree t,pes of bases J de#ograpicD
geograpicD and !ifest,!e are genera!
descriptors of consu#ers
Marketing Mix:
Marketing #i> is used to describe te set of
acti?ities co#prising a fir#Ks #arketing
progra#
Be!o" t"e!?e #arketing ter#s are
deter#ined as #arketing #i>
1. Mercandising I product p!anning
2. Pricing
%. Branding
4. Canne! of 'istribution
(. Persona! se!!ing
). /d?ertising
*. Pro#otions
+. Packaging
.. 'isp!a,
10. Ser?icing
11. P,sica! 9and!ing
12. 5act finding and ana!,sis I #arket
researc
A""re"ation and re"rou#in" of
these elements has 6ecome
#o#ular
Four Ps of Marketing:
)our PEs of marketin" are
+. Product
-. Place 8Channel of distri6ution,
.. Promotion 8 communication strate"$,
/. Pricin"
Six Ms of Marketing:
Si* !Es of !arketin" are
Market2 (o =hom is the communication to 6e
addressedO
Mission2 <hat is the o69ecti'e of the
communicationO
Message2 <hat are the s#ecific #oints to 6e
communicatedO
Media2 <hich 'ehicles =ill 6e used to con'e$
the messa"eO
Mone,2 ?o= much =ill 6e s#ent in the effortO
Measure#ent2 ?o= =ill im#act 6e accessed
after the cam#ai"nO
Product Definition:
Product decision starts =ith understandin"
of =hat a #roduct is : namel$A the #roduct
offerin" is not the thin" itselfA 6ut rather the
total #acka"e of 6enefits o6tained 6$ the
customer.
)or marketin" strate"$ de'elo#ment
#ur#osesA the #roduct has to 6e considered
from the #oint of 'ie= of 'alue deli'ered to
the customer
>alue of #roduct is deli'ered from
17
+. (he #h$sical #roduct itself
2. Brand 0a#e
%. Co#pan, reputation
4. Presa!e education pro?ided b,
sa!espeop!e
(. Postsa!e tecnica! support
). &epair ser?ice
*. 5inancing p!ans
+. 5inancing p!ans
.. Con?enient a?ai!abi!it,
10. Word-of-#out references fro# ear!ier
adopters of te product
11. &eputation of te out!et "ere te
product "as purcased
Product Line Planning Decisions:
(here are three t$#es of #roduct line
#lannin" decisions
1. Product !ine !engt
2. Product !ine breadt
%. Product !ine dept
Product Development Process:
If $ou =ant to de'elo# a ne= #roduct then
$ou should "o for the 6elo= fi'e ste#
#rocess
1. Opportunit, identification
2. 'esign
%. 6esting
4. Product introduction
(. ;ife c,c!e #anage#ent
Marketing Cannel
!arketin" channel is a set of mechanisms or
the net=ork 'is =hich a firms "oes to
market : that is in touch =ith its customer
for a 'ariet$ of tasks ran"in" from demand
"eneration to #h$sical deli'er$ of the "oods.
?ere are ei"ht "eneric channel functions that
ser'e as a starin" #lace for assessin" needs
in a #articular conte*t
1. Product infor#ation
2. Product custo#iEation
%. Product @ua!it, assurance
4. ;ot siEe
(. Product assort#ent
). /?ai!abi!it,
*. /fter sa!e ser?ice
+. ;ogistics
Sales Promotions:
Sales #romotions include thin"s such as
sam#lesA cou#ons and contestsA some ma9or
t$#es of sales #romotions are
1. Consu#er pro#otions
2. 6rade pro#otions
%. &etai! pro#otions
Ad- Ad'ertisin"
!H( : !arketin"
B-B : Business to Business
S!E : Su69ect !atter E*#ert
)055- )ortune 055
E!- Email
D! : Direct !ail
AB! : Account Based marketin"
(AP : (ar"eted account #ro"rams
D! : Di"ital !arketin"
SE : Search En"ine
SEP : Search En"ine esults Pa"e
SE! : Search En"ine !arketin"
SEO - Search En"ine O#timi&ation
S!! : Social !edia !arketin"
S!O : Social !edia O#timi&ation
PPC : #a$ #er click
PPA : Pa$ Per Action
PPI : Pa$ Per Im#ression
18
PPL : Pa$ Per Lead
C( : Click throu"h rate
CPC : Cost Per Click
CPL : Cost Per Lead
CPS : Cost Per Sale
C!S : Content !ana"ement S$stem
C! : Content elationshi# !ana"ement
!AP : !arketin" Automation Platform
S)A : Sales )orce Automation
BI : Business Intelli"ence
!L! : !ulti Le'el !arketin"
)DI : )orei"n Direct In'estment
POP : Point of Purchase Dis#la$
ID : esearch and De'elo#ment
UPC : Uni'ersal Product Code
POS : Point of Sale Dis#la$
OI : eturn on In'estment
CLS : Costumer Location S$stem
P! : esale Price !aintenance
>A( : >alue Added (a*
>BS : >er6al !arketin" S$stem
C : Concession ate
DA : Direct es#onse Ad'ertisin"
CL> : Customer Lifetime >alue
eCommerce : Electronic Commerce
C! : Customer elationshi# !ana"ement
NPD : Ne= Product De'elo#ment
O!I : eturn on !arketin" In'estment
L(> : Life (ime >alue
BDI : Brand De'elo#ment Inde*
CDI : Cate"or$ De'elo#ment Inde*
! : !arket esearch
AI! : Alternati'e In'estment !arket
!S : !arket Share
(!> : (rue !arket >alue
!AA- !arketin" Authori&ation A##lication
!S : !arket Sur'eillance
<O!!- <ord of !outh !arketin"
IDA : Industries De'elo#ment and e"ulation
Act
UJ : User E*#erience
%S : %ross ratin" Point
BEP : Break E'en Point
PAN : Permanent Account Num6er
I!) : International !onitor$ )und
M/&716I08
IMPO&6/06
Q:1S6IO0S
After ha'in" a look on this material $ou are
recommended to "o throu"h the online a#titude
tests #ro'ided in our site to im#ro'e $our time
mana"ement =hich is one of the success factor in
com#etiti'e e*aminations. Pou should #ractice
"ood num6er of online e*ams to "et confidence
hence $ou are recommended to "o throu"h the
on!ine test for SBI PO for 'arious sections like
com#uter kno=led"eA "eneral a=arenessA
arithmetic and reasonin". ?ere $ou "o
/na!,sis In marketin" and other social science
disci#linesA a 'ariet$ of statistical and non-
statistical methods are used to anal$&e dataA instead
of sheer intuitionA or sim#le descri#ti'e
Statistics: =hich ha'e 6een the norm in the li6rar$
filed.
/ggregation A conce#t of market se"mentation
that assumes that most consumers are alike.
/d?ertising (he #lacement and purchase of
announcements and #ersuasi'e messa"es in time or
s#ace in an$ of the mass media 6$ 6usiness firmsA
non-#rofit or"ani&ations. (his has not 6een a
traditional method for li6raries of informin" the
#u6licA 6ut rather #u6lic ser'ice announcementsA
=hich are #laced at no costA are the norm.
/cti?itiesD interestsD and opinions 3/IO4 A
measura6le series of #s$cho"ra#hic 8as o##osed to
demo"ra#hic, 'aria6les in'ol'in" the interests and
6eliefs of users. NoteA 6ecause #s$cho"ra#hics are
usuall$ e*#ensi'e to "atherA $et offer a more
#recise #rofile of usersA demo"ra#hic 'aria6les are
usuall$ relied u#on.
19
/c@uisitions ?a!ue (he usersE #erce#tion of the
relati'e =orth of a #roduct or ser'ice to them.
)ormall$ defined as the su69ecti'el$ =ei"hted
difference 6et=een the most a 6u$er =ould 6e
=illin" to #a$ for the #roduct or ser'iceA less the
actual #rice of the item. (ime user must s#end to
Qac;uireE is often used as a surro"ate for Qrelati'e
=orth or #rice #aidAE in li6rar$ research. )or
e*am#leA a user mi"ht 6e =illin" to e*#end dri'e
time and a 6rief time in the li6rar$ to check out a
6est sellerA 6ut not =ait t=o =eeks for a co#$ to 6e
returned.
/ccountabi!it, Li6raries like #ri'ate sector
6usinesses are increasin"l$ called u#on to make all
units accounta6le for results. %ro=in" funds are
needed for technolo"$ as o##osed to onl$ 6ooks.
)unders often cut the li6rar$ 6ud"et firstA in fa'our
of other a"encies such as #olice and fire or other
seemin"l$A more necessar$ a"encies. Li6raries are
de'elo#in" 6etter #erformance measures =ithin the
#resent da$ control s$stems to offer 6etter
accounta6ilit$.
/udience (he num6er andGor characteristics of the
#ersons or households =ho are e*#osed to a
#articular t$#e of ad'ertisin" media or media
'ehicle. In a li6rar$ this could 6e a certain num6er
of #eo#le that attend a li6rar$ #ro"ram.
/udit (he #rocess of re'ie=in" the li6rar$Es
stren"ths and =eaknesses 8internall$,A and
o##ortunities and threats 8e*ternall$, to shed li"ht
on the a"enc$Es #erformance.
Ba!anced stock (he com#osition of merchandise
in'entor$ in the colorsA si&esA st$les and other
assortment characteristics that =ill satisf$ user
=ants. )or the li6rar$ this =ould meanA ser'ices
and materials 6ased u#on users =ants and needs.
Barcode An information technolo"$ a##lication
that uni;uel$ identifies 'arious as#ects of #roduct
characteristicsA increasin" s#eedA accurac$A and
#roducti'it$ of distri6ution #rocess. !ost li6rar$
materials are 6arcoded for securit$.
Brand A nameA termA desi"nA s$m6olA or an$ other
feature that identifies one sellerEs "ood or ser'ice
as distinct from those of other sellers. (he le"al
term for 6rand is trademark. A 6rand ma$ identif$
one itemA a famil$ of itemsA or all items of that
seller. If used for the firm as a =holeA the #referred
term is trade name. Li6rar$ could 6e considered a
trade name.
Canne! of distribution An or"ani&ed net=ork of
a"encies and institutions =hich in com6ination
#erform all the functions re;uired to link #roducers
=ith end customers to accom#lish the marketin"
task. )or a li6rar$ this =ould include 'endorsA
#u6lishers as =ell as li6rar$ facilities.
Circu!ation (he num6er of co#ies of a #rint
ad'ertisin" medium that are distri6uted. )or the
li6rar$ fieldA this is num6ers of items checked out
6$ users.
Consu#er (he ultimate user of "oodsA ideas or
ser'ices. Also the 6u$er or decision makerA for
e*am#leA the #arent selectin" childrenEs 6ooks is
the consumer.
Core product (he central 6enefit or #ur#ose for
=hich a consumer 6u$s a #roduct or ser'ice. (he
core #roduct 'aries from #urchaser to #urchaser.
)or a li6rar$ user the core 6enefit of checkin" out a
6ookA ma$ 6e for one user that there is no char"eA
and to another the a'aila6ilit$ of a =ork =hich can
no lon"er 6e #urchased.
Custo#er (he actual or #ros#ecti'e #urchaser of
#roducts or ser'ices. (he li6rar$ user is the
li6rar$Es customer.
'ecision support s,ste# 3'SS4 A decision
su##ort s$stem 8marketin" definition, is a
s$stematic collection of dataA techni;ues and
su##ortin" soft=are and hard=are 6$ =hich an
or"ani&ation "athers and inter#rets rele'ant
information from 6usiness and the en'ironment
and turns it into a 6asis for makin" mana"ement
decisions. A DSS differs from a mana"ement
information s$stem in that it is desi"ned to ans=er
#recise ;uestions and =hatGif ;uestions. An
e*am#le =ould 6eA Q<hat affect on s$stem li6rar$
use =ill there 6e if Branch J is closedOE
'1 #arketing (he #rocess of reducin" the
demand for a #roduct:or decreasin" consum#tion.
)or e*am#leA the li6rar$ discontinues offerin"
income ta* assistance and forms.
20
'irect #arketing !arketin" effortsA in total
directed to=ard a s#ecific tar"eted "rou#:direct
sellin"D direct mailA catalo" or ca6le:for solicitin"
a res#onse from customer. A li6rar$ ma$ mail a
li6rar$ re"istration card to e'er$ ne= mother in the
hos#ital.
'"e!! ti#e (he amount of time a customerGuser
s#ends in time =aitin" in line. )or a li6rar$ user
this is a price e*#ended.
1igt,-t"ent, princip!e (he situation in =hich a
dis#ro#ortionatel$ small num6er 8e.".A -5R, of
staffA #roducts or users "enerate a
dis#ro#ortionatel$ lar"e amount 8e.".A 35R, of a
firmEs useG#rofits. A use anal$sis should 6e
conducted to determine =hat the cause is.
1>cange All acti'ities associated =ith recei'in"
somethin" from someone 6$ "i'in" somethin"
'oluntaril$ in return. (his is the heart of the
marketin" #rocess. A li6rar$ user "i'es time
instead of mone$ to 6orro= materialsA 6ut it is still
an e*chan"e
8oods A #roduct that has tan"i6le form in contrast
to ser'ices that are intan"i6le. A 6ook 'ersus a
stor$ read.
Market J (he set of actual or #otential
usersGcustomers.
Market area A "eo"ra#hical area containin" the
customersGusers of a #articular firmGli6rar$ for
s#ecific "oods or ser'ices. (his =ould 6e
determined 6$ "eocodin" li6rar$ usersE addresses
and determinin" the 6oundaries of the #rimar$
"eo"ra#hic market.
Market de#and (he total 'olume of a #roduct or
ser'ice 6ou"htGused 6$ a s#ecific "rou# of
customersGusers in a s#ecified market area durin" a
s#ecified #eriod. )or e*am#leA the demand for 6est
sellers durin" the fall.
Market de?e!op#ent E*#andin" the total market
ser'ed 6$ +, enterin" ne= se"mentsA -, con'ertin"
nonusersA ., increasin" use 6$ #resent users.
Market positioning Positionin" refers to the
userEs #erce#tions of the #lace a #roduct or 6rand
occu#ies in a market se"ment. Or ho= the
com#an$Gli6rar$Es offerin" is differentiated from
the com#etitionEs. )or a li6rar$ a com#etitor ma$
6e another #u6lic a"enc$ com#etin" for #u6lic
funds. <hat uni;ue niche does the li6rar$ ser'e
=hen com#etin" a"ainst #olice for same SS
Market profi!e A 6reakdo=n of a facilit$Es
market area accordin" to incomeA demo"ra#h$A and
life st$le 8often.,
Market researc (he s$stematic "atherin"A
recordin" and anal$&in" of data =ith res#ect to a
#articular marketA =here market refers to a s#ecific
user "rou# in a s#ecific "eo"ra#hic area.
Market seg#entation (he #rocess of su6di'idin"
a market into distinct su6sets of users that 6eha'e
in the same =a$ or ha'e similar needs. Se"ments
for the li6rar$ could 6e demo"ra#hic 8Asian,T
"eo"ra#hic 86ranch-le'el,T #s$cho"ra#hics
8leisure-oriented,T customer si&e 8lar"est user
"rou# area,T 6enefits 8ha'e children in the home
learnin" to read.,
Market sare A #ro#ortion of the total salesGuse
in a market o6tained 6$ a "i'en facilit$ or chain.
Branch A has .0R of the s$stemEs circulation.
Marketing (he #rocess of #lannin" and e*ecutin"
the conce#tionA #ricin"A #romotionA and
distri6ution of ideasA "oodsA and ser'ices to create
e*chan"es that satisf$ indi'idual and
or"ani&ational "oals.
Marketing canne! A set of institutions necessar$
to transfer the title to "oods and to mo'e "oods
from the #oint of consum#tion. 8>endorsA
#u6lishersA li6rar$ facilities.,
Marketing #i> (he mi* of controlla6le 'aria6les
that the firmGli6rar$ uses to reach desired useGsales
le'el in tar"et marketA includin" #riceA #roductA
#lace and #romotion- / PEs. )or a li6rar$ this
=ould 6e em6odied in #rice of userEs time to
access "oodsA a #roduct =ould 6e a 6ook or stor$
timeA #lace is a 6ranch or 6ookmo6ileA and
#romotion is #u6licit$A dis#la$s etc.
Marketing opportunit, J An attracti'e arena of
rele'ant marketin" action in =hich a #articular
or"ani&ation is likel$ to en9o$ a su#erior and
com#etiti'e ad'anta"e. (he li6rar$ is selected to
21
host the communit$ herita"e festi'al =hich is
funded 6$ the cit$.
Marketing p!an A document com#osed of an
anal$sis of the current marketin" situationA
o##ortunities and threatsA anal$sisA marketin"
o69ecti'esA marketin" strate"$A action #ro"ramsA
and #ro9ected income statement. (his could 6e
'er$ similar to a li6rar$Es lon" ran"e #lan.
Maturit, stage of product !ife c,c!e Initial ra#id
"ro=th is o'er and useGsales le'el off.
0on-profit #arketing (he marketin" of a #roduct
or ser'ice in =hich the offer itself is not intended
to make a monetar$ #rofit for the marketer.
Penetrated #arket Actual set of users actuall$
consumin" the #roductGser'ice.
Point-of-purcase Promotional materials #laced
at the contact sales #oint desi"ned to attract user
interest or call attention to a s#ecial offerA e.".A
QSi"n u# for Summer eadin" Pro"ram.E
Point-of-sa!e 3POS4 A data collection s$stem that
electronicall$ recei'es and stores 6ar code
information deri'ed from a sales transaction. (his
could the &i# codes for li6rar$ usersA facilitatin"
the li6rar$ in determinin" "eo"ra#hic market are
that users reside in.
Potentia! #arket J Set of users =ho #rofess some
le'el of interest in a desi"ned market offer.
Price (he formal ratio that indicates the ;uantities
of mone$ "oods or ser'ices needed to ac;uire a
"i'en ;uantit$ of "oods or ser'ices. )or a li6rar$
user #rice ma$ come in the form of time the li6rar$
users must e*#end to o6tain li6rar$ materials or
ser'ices.
Pri?ate sector Acti'ities outside the #u6lic sector
that are inde#endent of "o'ernment controlA
usuall$A 6ut not al=a$s carried on for a #rofit.
Product A 6undle of attri6utes or featuresA
functionsA 6enefits and uses ca#a6le of e*chan"eA
usuall$ in tan"i6le or intan"i6le forms. (he
li6rar$Es #roducts include materials to useA
;uestions ans=eredA stor$hoursA online searchin"A
etc.
Product !ife c,c!e (he four sta"es #roducts "o
throu"h from 6irth to deathB introductor$A "ro=thA
maturit$A and decline.
Product #i> (he full set of #roducts offered 6$ an
or"ani&ation e.".A 6ooksA 'ideosA stor$hoursA etc.
Product positioning (he =a$ usersGconsumers
'ie= com#etiti'e 6rands or t$#es of #roducts. (his
can 6e mani#ulated 6$ the or"ani&ationGli6rar$.
(he li6rar$Es 'ideo collectionA a'aila6le for free, is
com#etiti'e =ith local 'ideo stores that char"eA if
'ideo collections are com#ara6le. If the collections
are notA the li6rar$ is differentiatin" the 'ideo
collection from the 'ideo store.
Qua!it, contro! An on"oin" anal$sis of
o#erationsA to 'erif$ "oods or ser'ice meet
s#ecified standardsA or to 6etter ans=er
customerGuser com#laints. Li6raries ha'e 6een
critici&ed for not em#lo$in" more ;ualit$ control
standards on li6rar$ ser'ices.
Qua!it, of !ife Sometimes measured 6$ incomeA
=ealthA safet$A recreation and education facilitiesA
education healthA aestheticsA leisure time and the
like.
Quantit, discount A reduction in #rice for
'olume #urchases.
Sopping good %oods and #roducts can 6e
classified as con'enienceA sho##in" or s#ecialt$. A
sho##in" "ood is one that more time is s#ent
selectin" 86ro=sin", than a ;uick con'enience
"ood. E*am#leA a certain t$#e of m$ster$ 6ook.
S!ogan (he 'er6al or =ritten #ortion of an
ad'ertisin" messa"e that summari&es themain idea
in a fe= memora6le =ords:a ta" line.
Socia! ad?ertising (he ad'ertisin" desi"ned to
education or moti'ate tar"et audiences toundertake
sociall$ desira6le actions.
Socia! c!ass A status hierarch$ 6$ =hich "rou#s
and indi'iduals are classified on the 6asis of
esteem and #resti"e.
22
Socia! indicator (he data and information that
facilitate the e'aluation of ho= =ell a societ$ or
institution is doin".
Specia!t, ad?ertising (he #lacement of
ad'ertisin" messa"es on a =ide 'ariet$ of items of
interest to the tar"et markets such as calendarsA
coffee cu#sA #ensA hatsA note #a#erA t-shirtsA etc.
(hese are =idel$ "i'en out to li6rarians at
#rofessional conferences from 'endors. Li6raries
ma$ use these items as =ellA 6ut are usuall$ sold in
li6rar$ "ift sho#s.
6arget #arket (he #articular se"ment of a total
#o#ulation on =hich the retailer focuses its
merchandisin" e*#ertise to satisf$ that su6 market
in order to accom#lish its #rofit o69ecti'es. Or for
the li6rar$A a tar"et market mi"ht 6e =ithin the
market area ser'edA children 0-3 $ears oldA for
summer readin" #ro"ramsA to increase 9u'enile use
and re"istration
=a!ue (he #o=er of an$ "ood to command other
"oods in #eaceful and 'oluntar$ e*chan"e.
=a!ues (he 6eliefs a6out the im#ortant life "oals
that consumers are tr$in" to achie'e. (he
im#ortant endurin" ideals or 6eliefs that "uide
6eha'ior =ithin a culture or for a s#ecific #erson.
Word of #out co##unication 3WOM4 (his
occurs =hen #eo#le share information a6out
#roducts or #romotions =ith friends:research
indicate <O! is more likel$ to 6e ne"ati'e
+, !arketin" 6$ nature is : Bot /rts and
Science
-, ?o= marketin" is to used : It depends
upon te t,pe of product or ser?ice for
"ic #arketing it to be used
., Accordin" to Phili# Hotler !arketin" is a
: Socia! Process
/, <hich =as thou"ht as the main o69ecti'e
of !arketin" 6$ traditional marketin"
#rofessionalsO : 6o Fust se!! te product
and ser?ices
0, <hich is the main o69ecti'e of !arketin"
no=O : Se!! te product so tat te
custo#er gets satisfaction a!so
1, <hich is the ne= dimension added to
o69ecti'es of !arketin"O : Custo#er
We!fare
2, <ho is called the Hin" or the BOSS in
ne= marketin" a##roachO : te custo#er
3, <hich are the constituent elements of
modern !arketin"O : It inc!udes se!!ing of
products and ser?icesD after-sa!es ser?ices
and co#p!ete satisfaction of custo#er
4, <hat is the sco#e of after sales ser'iceO :
I#portant acti?ities co#ing under ga#ut
of after sa!es ser?ice inc!ude repairsD
pro#pt de!i?er, and insta!!ation after
repairs
+5, !arketin" is not im#ortant in =hich
t$#e of market : #onopo!istic #arket
++, <hich is the most #o=erful element of a
market : te Custo#er or Consu#er
+-, <ho is a customerO : "oe?er pa,s for
a product or a ser?ice 3#a, or #a, not
consu#e it4
+., <ho is a consumerO - Woe?er
consu#es a product or a ser?ice 3#a, or
#a, not pa, for it4
+/, <hich t$#es of 6u$ers are im#ortant for
!arketin"O : Bot present and
prospecti?e bu,ers
+0, <hat are the im#ortant factors =ithout
=hich there is no re;uirement of !arketin"O
: Bu,ersD Se!!erD a product or ser?ice and
a #arket
23
+1, Is after sales ser'ice im#ortant #art of
!arketin"O : <es
+2, <hat is the focal #oint of ne= conce#t
of !arketin"O : custo#er satisfaction
+3, <hich #o#ular #hrase has 6een deri'ed
from the customer-centric conce#t of
!arketin"O :LCusto#er is te 7ingK
+4, <hat is the 6ase of customer-centric
conce#t of !arketin"O : Custo#er
Satisfaction
-5, Customer satisfaction is a ne= conce#t
or an old oneO : / ne" concept
-+, <hat is S<O(O : StrengtsD
WeaknessesD Opportunities and 6reats
--, <hat =ould 6e the most im#ortant
criteria for a #erson "oin" to o#en a Sa'in"s
Bank 8SB, account in a 6ankO : Standard
of Ser?ice
-., <hat =ould 6e the most im#ortant
criteria for a #erson "oin" to o#en a )i*ed
De#osit 8)D, account in a 6ankO : &ate of
Interest
-/, <hat is the meanin" of (U!A a term
often used in !arketin"O : 6ota! Qua!it,
Manage#ent
-0, <hat are the / PEs of !arketin"O :
ProductD PriceD P!ace and Pro#otion
-1, <hat is the im#ortance of / PEs of
!arketin"O : tese 4 PKs are togeter and
co!!ecti?e!, ca!!ed basic e!e#ents of
Marketing
-2, <hat is another #o#ular name "i'en to /
PEsO : Marketing Mi>
-3, <hat is meanin" of !arketin" !i*O :
Marketing Mi> are te co#bination of
?ariab!es cosen b, a fir# to prepare its
#arket offering
-4, !arketin" !i* is =hich t$#e of
'aria6leO : Contro!!ab!e =ariab!e
.5, <hat is meanin" of Controlla6le
>aria6le in !arketin"O : 6ose ?ariab!es
"ic can be contro!!ed or inf!uenced at
te !e?e! of te fir#
.+, A #ractical e*am#le of controlla6le
'aria6le : Wen a co#petitor reduces te
price of its product te fir# in @uestion
can eiter reduce te price of its product
or can differentiate te product 3tis can
be done b, te fir# itse!f4
.-, A #ractical e*am#le of an uncontrolla6le
'aria6le : Wen te 8o?t. puts a ban on
se!!ing tobacco products in p!astic
packingD a fir# as no oter option !eft
but to fo!!o" te order 3it is terefore
uncontro!!ab!e ?ariab!e4
.., <hat is the meanin" of Product in
!arketin"Es / PEsO : It #eans goods or
ser?ices or an,ting of #onetar, ?a!ue
"ic is offered in te #arket for
e>cange
./, <hat is the meanin" of Price in
!arketin"Es / PEsO : Price is te a#ount of
#one, custo#ers a?e to pa, to ac@uire
o"nersip of te product or ser?ice
.0, <hat is the meanin" of Place in
!arketin"Es / PEsO : P!ace is genera!!,
p,sica! distribution acti?ities tat #ake
fir#Ks products to te target custo#ers
.1, <hat is the meanin" of Promotion in
!arketin"Es / PEsO : Pro#otion inc!udes
24
acti?ities tat co##unicate a?ai!abi!it, of
a product or ser?ice
.2, Can onl$ #roducts and ser'ices 6e
marketedO : 0oD oter tan product and
ser?ice ideasD p!acesD personsD e>perienceD
e?entsD infor#ationD properties can a!so
be #arketed
.3, <hich is a =ider conce#t : !arketin" or
Sellin"O : Marketing
.4, <hat is Sellin"O - Se!!ing is on!, a part
of te process of #arketing and is
concerned "it pro#oting and
transferring possession and o"nersip of
goods fro# te se!!er to te bu,er
/5, In conte*t of sellin"A ho= =ide is the
conce#t of marketin"O - Marketing is a
#uc "ider ter# consisting of nu#ber of
acti?ities suc as identification of te
custo#erKs needsD de?e!oping te
products to satisf, tese needsD fi>ing
prices and persuading te potentia!
bu,ers to bu, te sa#e

!arketin" Sni##ets 8Nust Check ho= much
$ou Hno=,

+. DSA means : 'irect Sa!es /gent
-. USP means : :ni@ue Se!!ing
Proposition
.. <hat is meanin" of a #ros#ect in
marketin" lan"ua"eO - / !ike!, bu,er
/. <hat is the meanin" of Qclose a callE in
marketin" lin"oO : 6o c!inc a sa!e
0. <hat is Q(ar"et %rou#E in marketin"O :
Persons "o cou!d be !ike!, bu,ers of a
product or ser?ice
1. A Call in !arketin" means : to ca!! on
prospecti?e custo#ers
2. <hat is deli'er$ channel in marketin"O -
p!aces "ere products are #ade a?ai!ab!e
to te bu,ers
3. <hat =ould 6e the tar"et market for
marketin" of Internet Bankin" Ser'ices of a
commercial 6ankO - /!! te co#puter
educated custo#ers of te Bank

Topics to read for Marketing
Aptitude
o Marketing : Meaning, Nature
and Functions
o Marketing Mix
o Marketing Environment
o Marketing Planning
o Marketing Strategy
o Buyer Behavior
o Market Segmentation
o Sales Forecasting
o Product Life ycle
o Product Planning
o Packaging and La!eling
o Product "evelo#ment
o Branding
o hannels of "istri!ution
o "irect Marketing
o Pricing
o $dvertising
o Sales Promotion
o Sales Management
o Marketing %esearch
o &no'ledge of Banking
25
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