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INDIAN SCHOOL OF BUSINESS
MANAGEMENT & ADMINISTRATION
AN ISO 9001 : 2008 CERTIFIED INSTITUTION
SUBJECT:- Marketing Management
MARKS :80
Course : BMS (Bachelors In Management Studies)
Answer the question in one line.
Q1. What is Importance of Marketing as a subject of study? (10 marks)
Answer:Marketing is a central function in any business. Marketing involves getting the right product
at the right price, promoted using the right messages/media and sold in the right place (the 4 Ps). At
the core of effective marketing is the requirement to satisfy customers’ needs precisely. The closer
the marketing mix of product, price, place and promotion are to customer requirements, the more
likely it is that a business will be successful.
After considering the definition of marketing, one can understand some of the obvious reasons why
the study of marketing is relevant. In this
Q2. State and explain the contents of a Marketing plan? (10 marks)
Answer: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. A marketing plan is a
comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing
process can be realized by the marketing mix,

2. Q3. Give the Classification of Products and state Product Line Decisions? (10 marks)
Answer:A group of related products manufactured by a single company. For example, a cosmetic
company's makeup product line might include foundation, concealer, powder, blush, eyeliner,
eyeshadow, mascara and lipstick products that are all closely related. The same company might also
offer more than one product line. The cosmetic company might have a special product line geared
toward teenagers and another line geared toward women older than 60, in addition to its regular
product line, that can be used by women of any age
Q4. what are important factors while Deciding Prices? (10 marks)
Answer:The decision-making process in a small organization is highly complex. Any decision may
affect the organization as a whole, shareholders or any number of employees. The community may
also experience the effects of some decisions, such as pricing increases or things that affect the
environment. Hence, there are many elements that influence the decision-making process.
However, the most important factor influencing decision making is the strategy or systematic
process behind decision-making. This includes
Q5. what are the steps involved in designing effective Marketing Channel? (10 marks)
Answer:Your main job as a small-business owner is to carve pathways, or channels, to your
customers. While large corporations spend a lot of money designing marketing channels, you can
compete with a much smaller budget if you understand the strategy that benefits your business.
Take the time to think about all the effective channels available to you, such as websites, email,
direct marketing and store merchandising, then begin to design you approach to reaching your
customers.
Start at the End: Before you examine the cost of websites
Q6. What is Marketing Communication? (10 marks)
Answer:Marketing communications are messages and related media used to communicate with a
market. Marketing communications is the "promotion" part of the "marketing mix" or the "four Ps":
price, place, promotion, and product. It can also refer to the strategy used by a company or
individual to reach their target market through various types of communication.
Those who practice advertising, branding,
Q7. What are Principles of Designing a Marketing Organization? (10 marks)
Answer:Organizational design and restructuring is not new. But, with the requirement to create
data-driven marketing organizations and support marketers who show bottom line results more
emphasis is being placed on marketing leaders to structure their teams and business in a way that is
agile and impactful. Reflecting on this, and doing some additional research of my own, I was struck
by the lack of published material describing how one might go about building a marketing

3. organization that addresses business challenges happening right now and most importantly that can
drive results right now. Over the past several years as I’ve been fortunate to lead marketing
organizations for enterprise and mid-market businesses. During this time I’ve developed an
organizational playbook that can scale to virtually any size of business, is highly adaptable, and has a
proven track record for success. Enclosed is
Q8. What is Marketing Information System and Marketing Research? (10 marks)
Answer:A marketing information system is ongoing and information is collected whether or not it
will be used. Many colleges have a student information system, a type of marketing information
system, that routinely gathers information such as number of majors by discipline, number of
students taking courses at various hours, number of closed sections by discipline, etc. One college
recently did a study to determine the number of students by zip code of residence and by high
school. This information was in their
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