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National Institute of Business Management
Chennai - 020
FIRST SEMESTER EMBA/ MBA
Subject: Marketing Management
Q.1.Explain the modern developments in the concept and practice of marketing.
Ans:- Marketing:- Marketing is the process of communicating the value of a product or service to
customers, for the purpose of selling that product or service.
Marketing can be looked at as an organizational function and a set of processes for creating, delivering
and communicating value to customers, and customer relationship management that also benefits the
organization. Marketing is the science of choosing target markets through market analysis and market
segmentation, as well as understanding consumer behavior and providing superior customer value.
From a societal point of view, marketing is the link
Q.2. Explain the meaning and relevance of Marketing Environment.
Ans:- Marketing Environment:- The market environment is a marketing term and refers to factors and
forces that affect a firm’s ability to build and maintain successful relationships with customers. Three
levels of the environment are 3: Micro (internal) environment - small forces within the company that
affect its ability to serve its customers. Meso environment – the industry in which a company operates
and the industry’s market(s). Macro (national) environment - larger societal forces that affect the
microenvironment.

2. Q.3.Explain the procedure in Marketing Planning.
Ans: - Marketing Planning: - A marketing plan may be part of an overall business plan. Solid marketing
strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of
actions, a marketing plan without a sound strategic foundation is of little use.
Procedure in Marketing Planning:-
Marketing Planning Process
Marketing planning process is a series of stages that are usually followed in a sequence. Organisations
can adapt their marketing plan to suit the circumstances and their requirements. Marketing planning
process involves both the development of objectives and specifications for how to achieve the
objectives. Following ar
Q4. Discuss the basic principles of an organization design.
Q.5.Explain pricing policy.
Ans: - Managers should start setting prices during the development stage as part of strategic pricing to
avoid launching products or services that cannot sustain profitable prices in the market. This approach
to pricing enables companies to either fit costs to prices or scrap products or services that cannot be
generated cost-effectively. Through systematic pricing policies and strategies, companies can reap
greater profits and increase or defend their market shares. Setting prices is one of the principal tasks of
marketing and finance managers in that the price of a product or service often plays a significant role in
that product's or service's success, not to mention in
Q6.Discuss how will you select the appropriate media for advertisement.
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