This document contains a mid-term examination for a marketing management course submitted by a student. It includes 10 questions related to key marketing concepts like the definition of marketing, demand states, consumer needs, the difference between selling and marketing, value chains, marketing orientations, and Porter's generic strategies. The student provided detailed responses to each question using examples to illustrate different marketing theories and strategies.

1. Mid-term Examination
Course title: Marketing Management
Course Code: MKT515
Section: 1
Prepared for
Iftekhar Shabab Uddin
Faculty Member
Southeast Business School
Southeast University
Prepared By
MD Ashiqur Rahman
ID: 2021210004075
Date of Submission: 2nd January, 2022

2. Q-1: How do you view Marketing in your eyes? Give suitable illustration. Why
is it important? Briefly explain in context of 21stCentury.
Marketing:
Marketing is art of developing, advertising and distributing goods and services to consumer as well
as business.
The activity set of institutions and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large
Marketing in the 21st century combines both traditional and digital channels to promote products
and services. Before the 21st century, organizations had no advertising options other than
conventional channels such as newspapers, television, flyers and radio to reach their target
customers. They focused on mass marketing campaigns to create awareness in the target market and
influence potential customers to make purchasing decisions.
The world has moved on. Marketing in the 21st century is all about delivering the customer
experience. Future generations of consumers will have more discretionary income, less time and
more choices, and will display wholly new spending patterns, depending on age, geography and
wealth.
Q-2: Brieflyexplain Demand States withproper example.
Demand states:
1. Negative demand which is created if the product is disliked in general. The product might
be beneficial but the customer does not want it. • For example – Dental work where people
don’t want problems with their teeth and use preventive measures to avoid the same.
2. Nonexistent demand - consumers may be unaware of or uninterested in the product. • For
example- College students may not be interested in a foreign language course
3. Latent demand - consumers may share a strong need that cannot be satisfied by an existing
product. For example - I want to eat bacon that is really good for me. I want a computer with a
battery that lasts a long time.
4. Declining demand - consumers begin to buy the product less frequently or not at all. • For
example - Packaged drinking water. People have begun to prefer tap water as it is more

3. environment friendly
5. Irregular demand - consumer purchases vary on a seasonal, monthly, weekly, daily or even
hourly basis. For example - seasonal products like umbrellas, air conditioners or resorts
6. Full demand - consumers are adequately buying all products put into the marketplace • For
example - Medicine always have full demand
7. Overfull demand - more consumers would like to buy the product than can be satisfied. For
example - food wheat, rice etc.
8. Unwholesome demand - consumers may be attracted to products that have undesirable
social consequences. For example - cigarette is the most common example of unwholesome
demand as it is harmful to the society but the customers are attracted towards these.
Q-3: What are different types of needs in marketing? Briefly explain it with
suitable examples.
Needs are basic or advanced urges or demands that lead us to take an appropriate action to fulfill
them. Or in terms of marketing if we consider, needs are the gaps which the companies try to fulfill
with their products and services.
Need, in terms of marketing can be divided into the following five types:
Stated needs: A customer wants to buy a car and if he says he needs a car, then such need is termed
as STATED NEEDS.
Real needs: When the customer wants a car for actual need like he needs a car for going to
work with low operating costs, not low initial price, then such need is termed as REAL NEEDS.
Unstated needs: Customer also expects a good after-sales service from the dealer when buying
a car; such need is termed as UNSTATED NEEDS.
Delight needs: The customer would like the dealer to include a gift with the car such as a GPS
Navigation system or Music System to delight him, but he doesn’t clearly express that he wants
something with the car. That kind of need is termed as DELIGHT NEEDS.
Secret needs: Needs that the customer feels reluctant to admit; for example the customer wants
acar for the status symbol so that he can show his friends that he is a savvy consumer (person
who can spend his money wisely). But he feels uncomfortable to admit that status is important

4. to him. That kind of need is termed as SECRET NEEDS.
Q-4: ‘Selling is the only tip of the iceberg’, explain this statementin contextof
marketing theory with necessaryargument/s.
“Selling is Only the Tip of Marketing Iceberg”
Selling is a small part of Marketing. It’s not synonym or replacement for Marketing concept.
Marketing is much more than just selling. Hence, we can say selling is merely a tip of the iceberg
called Marketing.
Marketing and selling are almost opposite to each other. They differ a lot.
Let’s try to understand the major difference between Selling & Marketing. This will help us to
support the statement, “selling is the tip of the marketing iceberg”
Selling is trying or pursuing someone to sell something at a certain price.
Marketing is all about identifying & satisfying customer needs by providing value products and
services.
Focus:
Selling focuses on Sales volume.
Marketing stresses on Customer needs and Customer Satisfaction.
Strategy:
Selling is all about short term tactics. Marketing is all about long term strategies.
Selling is the exchange of goods for an agreed sum of money, but marketing is something more than
just selling.
Marketing has many functions and selling is one of those many functions. Selling is a very small
part or function of Marketing and it cannot replace the term marketing entirely.
Let’s simplify and sum up. Consider, Marketing is a huge iceberg. Compare the broader and
strategically concept of Marketing with the narrow and tactical approach of selling.
Q-5: What is Value Chain? How it can be source of Competitive Advantage for
any Company?

5. Value Chain: A value chain is used to describe all the business activities it takes to create a product
from start to finish . And a value chain analysis gives businesses a visual model of these activities.
For Example - design, production, distribution, etc
Value Chain can be Source of Competitive Advantage for any Company:
A company's value chain allows it to create a competitive advantage over its competitors. The
additional value creation results in a company's customers deriving the most benefit from the
company's product or service for the lowest cost. Low Cost is a Advantage For a Company .
For example-
Cost Advantage Analysis step
Step 1. Identify the firm’s primary and support activities.
Step 2. Establish the relative importance of each activity in the total cost of the product. Step 3.
Identify cost drivers for each activity.
Step 4. Identify links between activities.
Step 5. Identify opportunities for reducing costs.
SO, We can say That Value Chain can be Source of Competitive Advantage for any Company.
Q-6: Briefly explain how experiences, persons, information & ideas can be
marketed?
Experiences Marketed: When a person or Company marketing their own experience that is experience
marketed .Example- Teaching Profession, Job seekers (CV) they are marketing their experience .
Person Marketed: When a person marketing Their himself is Person marketed .
Example- U.S.A Presidential Election 2020, Joe Biden and Donale Trump marketing himself for vote.
Information Marketed: When any information marketing by product or other service way. Example-
Basundhara Tissue.
Idea Marketed: When a Person, organization or consultancy firm sales their innovative business idea or
marketing it is idea marketed.

6. Q-7: Define Consumerresistance with example. What are marketing
orientations? Briefly explain them with suitable example. Which concept/s
is/are adopted by the most companies?
Consumer Resistance: The fact of people disliking or being unwilling to buy a particular product
or service: meet with/overcome consumer resistance The prospect of bioengineered food crops has
met strong consumer resistance
Example-Coca-Cola has been increasing promotional spending to lessen consumer resistance to
higher soft-drink prices.
Marketing orientations: Researching the market analyzing the market setting the marketing goals
developing a marketing strategy Product Orientation.
A company using market orientation invests time researching current trends in a given market. The
company then develops a product strategy that caters to the wants and needs of its clientele. Upon
deployment, the company advertises the products as items that consumers already want rather than
convincing them that the products are something they should want.
For example, if a car company engages in market orientation, it will research what consumers most
want and need in a car rather than produce models meant to follow the trends of other
manufacturers.
MOA-Market orientation Analysis Concept is Adopted By the Most Companies.
Q-8: What is marketing plan? At what different levels is it planned? Briefly
explain.
Marketing Plan: A marketing plan is an operational document that outlines an advertising strategy
that an organization will implement to generate leads and reach its target market Metrics that
measure the results of marketing efforts and their reporting timelines.

7. Corporate Planning: corporate planning is a business strategy for achieving a goal, without
planning business cant achieving the goal.
Division Planning: Divisional planning includes the plans formulated for various departments or
divisions of an enterprise. It determines the scope and activities of a particular department and it's
operations. It is also known as operational planning.
Business Planning: A business plan lays out a written roadmap for the firm from marketing,
financial, and operational standpoints. Business plans are important documents used to attract
investment before a company has established a proven track record. They are also a good way for
companies to keep themselves on target going forward.
Product Planning: Product planning is an indivisible part of every product's implementation
journey. It allows for secure product development as it helps to gauge possible risks and threats.
Project managers use the assumptions of product planning in their work to achieve best practices
and outcomes.
Q-9: What do you understand by intensive, integrative & diversification
growth? Briefly explain with examples. Which strategyis ideal & why?
Intensive Growth: intensive growth opportunities are market penetration, product development and
market development.
Designing and developing new products/services Building on existing products/services for new
opportunities Increase sales of products/services through better market reach Expanding existing
product lines and service offerings Reaching out for new markets Expansion into foreign markets.
Example-pathao,evaly
Integrative Growth: Integrative growth strategies that emphasize blending businesses together
thought acquisition and mergers.
Backward integration (acquiring a supplier)
Forward integration (acquiring distributor of your product) Horizontal integration (acquiring a
competitor)

8. Diversification Growth: Diversification Strategy is the development of new products in the new
market.
Diversification strategy is adopted by the company if the current market is saturated due to which
revenues and profits are lower. It is of two types:- Synergistic Conglomerate
Examples: Virgin Media moved from music producing to travels and mobile phones Walt Disney
moved from producing animated movies to theme parks and vacation properties Canon diversified
from a camera-making company into producing whole new range of office equipment. Venues and
profits are lower.
Intensive Growth Strategy Is ideal Because intensive growth opportunities are market penetration,
product development and market development.
Example –pathao,evaly.
Q-10:If you are marketing manager of ABC Corporation, how would you
apply Porter’s Generic Model for your products or services?
There are four Generic strategies according to Porter:
Cost leadership - you offer a product or service that is in high demand at the lowest possible price.
Differentiation - you offer a product or service that is in high demand but with unique characteristics.
Cost focus - you offer a product or service in a niche market, and you ensure the lowest possible
price.
Differentiation focus - you offer a product or service in a niche market, and your product or service
has unique characteristics.
I am Marketing manager of ABC Corporation. I applied Porters Generic Model for my products.
I importing aftermarket Car Accessories from china .i always search unique product and I am buying
Best quality product in low-cost and always try reduce my shipping cost.
So that I can say My whole Business control with porters generic Model.