The document provides students with guidance on various marketing concepts, including direct marketing, product life cycle (PLC), physical distribution, current packaging trends, and steps for launching new products. It outlines the stages of PLC and the corresponding marketing strategies for each stage, as well as the impact of competition on these strategies. Additionally, it discusses the importance of adapting the marketing mix in response to changes in the product's life cycle.

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AEREN FOUNDATION’S Maharashtra Govt. Reg. No.: F-11724
Name : UMER MUQUTHER S A Marks : 80
Course : Specialisation
Subject : Marketing Management
Answer the following question.
Question. 1. Explain Forms of Direct Marketing.
Answer:Directmarketingoccurswhenthe “producer”connectswiththe enduser.The enduser may
be a consumer or a business.
Directmarketingappliestoproductandservice-orientedbusinesses,andtononprofit organizations.
In all situations, there is no intermediary involved.
Question.2. What do you mean by the term product Life Cycle (PLC)
Explain the stages of PLC. Find out in which stage of PLC are the
AN ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-
SCHOOL

2. Following product in India, and suggest suitable marketing
strategies for each
a) Tooth Powder
b) Microwave Ovens
b) Bicycles
d) VCRs.
Answer:A new product passes through set of stages known as product life cycle. Product life cycle
applies to both brand and category of products. Its time period vary from product to product.
Modernproduct life cyclesare becomingshorterandshorterasproductsin mature stages are being
renewed by market segmentation and product differentiation.
Companies always attempt to maximize the
Question.3. Discuss the role & importance of physical distribution
in the consumer products marketing.
Answer:The physical distribution arrangement or system designed to move the goods from
producers and manufacturers to the users has a definite role. That is why; all wise business firms
have forgedaheadwithinvestmentof gooddeal of time,treasure andtalentinphysical distribution
system improvements to get best to others.
It providesaneworientationformarketing.Itgivesdistributionfactorsthe importance theydeserve
in marketing and business policies, plans and decisions.
Question.5. What are Current trends in packaging?
Answer:Consumersare creaturesof sensation.Packagingdesignisall about engaging their sense of
touch and sight to influence buying habits. They’re also becoming increasingly sophisticated and
discerning buyers. As a result, the trend in packaging design is toward meeting their demands for
better designed and environmentally responsible products. Fortunately our creativity, combined
with today’s technology, allows us to blend new materials and processes that push the design
envelope while influencing consumer behaviour.
Question.6. Give the steps in launching a new product. Also give
various methods of test marketing a new Product.
Answer:Developing a new product shouldn’t feel like you’re fighting in the dark. There’s an easier
way. What you need is a structured road-map that gives your business a clear path to follow.

3. Actually developing the tangible product or service is only a small part of the new product
development process, which includes the complete journey from generating the initial idea to
bringing the product to market.
By setting out the steps involved, and sticking to them, your product development will become a
more focused and flexible approach that can be
Question.7. Explain Product Life Cycle in detail .How do marketing
strategies change as product moves. through various stages of Life
cycle
Answer:A new product progresses through a sequence of stages from introduction to growth,
maturity, and decline. This sequence is known as the product life cycle and is associated with
changes in the marketing situation, thus impacting the marketing strategy and the marketing mix.
The product revenue andprofits canbe plottedasa functionof the life-cycle stages as shown in the
graph below:
Introduction Stage: In the introduction stage, the firm seeks to build product awareness and
develop a market for the product. The impact on the marketing mix is as follows:
 Productbrandingand qualitylevel isestablished,andintellectual propertyprotectionsuch as
patents and trademarks are obtained.
 Pricingmaybe lowpenetrationpricing to build market share rapidly, or high skim pricing to
recover development costs.
 Distribution is selective until consumers show acceptance of the product.
 Promotion is aimed at innovators and early adopters. Marketing communications seeks to
build product awareness and to educate potential consumers about the product.
Growth Stage: In the growth stage, the firm seeks to build brand preference and increase market
share.
 Product quality is maintained and additional features and support services may be added.
 Pricing is maintained as the firm enjoys increasing demand with little competition.
 Distribution channels are added as demand increases and customers accept the product.
 Promotion is aimed at a broader audience.

4. Maturity Stage: At maturity, the strong growth in sales diminishes. Competition may appear with
similar products. The primary objective at this point is to defend market share while maximizing
profit.
 Product features may be enhanced to differentiate the product from that of competitors.
 Pricing may be lower because of the new competition.
 Distributionbecomesmore intensive andincentivesmaybe offeredtoencourage preference
over competing products.
 Promotion emphasizes product differentiation.
Decline Stage: As sales decline, the firm has several options:
 Maintainthe product,possiblyrejuvenatingitbyadding new features and finding new uses.
 Harvestthe product - reduce costsand continue toofferit,possiblytoaloyal niche segment.
 Discontinue the product,liquidating remaining inventory or selling it to another firm that is
willing to continue the product.
Question.8. How will you alter the marketing mix –intensity
&composition ,as a product is entering the maturity stage in the
lifecycle? How again the marketing mix will have to be modified
,when the same product ,later on, starts showing sales – decline?
Answer:The marketingmix decisionsinthe decline phase will depend on the selected strategy. For
example, the product may be changed if it is being rejuvenated, or left unchanged if it is being
harvested or liquidated. The price may be maintained if the product is harvested, or reduced
drastically if liquidated.
A product life cycle is the typical stages a product
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