PROGRAM - MBA
SUBJECT CODE & NAME MK0010- Sales, Distribution and Supply Chain
Management
1. Why is distribution termed as
the second half of marketing? Explain the different patterns of distribution.
Definition of Physical Distribution
Physical
distribution (PD) is concerned with effective movement of goods and services
from the producer/provider to the ultimate consumer. In simple words, PD is
concerned with transportation of merchandise, raw materials or by-products from
place of manufacturing to place of selling (retail stores). On the other hand,
physical distribution management (PDM) is concerned with controlling the
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2. Who are called as Wholesalers? Explain different types of Wholesalers.
Definition of Wholesalers
The wholesaler
essentially purchases the goods from the producer, stocks them, and
redistributes these to the other intermediaries like the retailers who
subsequently sell them to the end-users or the customers. This function of the
wholesaler enables:
•The producers to
concentrate on their core function of manufacturing the goods
•The retailers,
consisting of the supermarkets or the departmental stores, to concentrate on
meeting the expectations and needs of the end-users
•Facilitates
the distribution and smooth transfer of the goods from the producers to the
market through
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3 . An organization needs to be extremely cautious in making investments
in various types of inventories. The
extent of control required to be maintained on all items is not the same. Explain some important tools of Inventory
management like ABC analysis, Just-In-Time & Economic order quantity model.
Definition of Inventory and Inventory Management :
The term ‘inventory’ means any stock of direct
or indirect material (raw materials or finished items or both) stocked in order
to meet the expected and the unexpected demands in the future. A basic purpose
of inventory management is to
control inventory by managing the flows of materials. It sets strategies and
rules to examine levels of inventory and determine what levels should be
maintained, when stocks should be refilled, and how big the orders should be.
Inventory is a stock of materials used
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4 . Explain the SCOR model with a diagrammatic representation.
SCOR Model
The SCOR model is used
to understand simple or complex supply chains through a common set of terms.
Consequently, different industries can be related to each other to interpret
any supply chain.
SCOR is based on five
unique management methods. These are: Plan, Source, Make, Deliver and Return.
(i) Plan:It includes
methods required to balance collective demand and supply to devise a strategy
which meet sourcing, production and delivery requirements in an optimum manner.
(ii) Source:It includes
methods to procure goods/services to meet the actual or anticipated demand.
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5. When one member of distribution channel tries to maximize its profits
at the expense of rest of the members, it will create conflicts, resulting in
the decline of profits. To avoid these conflicts, now retail firms have started
forming vertical Marketing systems (VMS). Explain the three types of VMS
through which goods and services are
usually distributed to customers.
Vertical Marketing System
A Vertical Marketing
System (VMS)is a system in which almost all the members of distribution channel
such as manufacturers, wholesalers and retailers work together to satisfy human
needs and wants by facilitating the smooth flow of goods and services from
manufacturer to the ultimate consumer.
Types of vertical marketing system
In
traditional marketing system, manufacturers, wholesalers and retailers are
separate entities who try to maximize their own profits. The philosophy behind
developing vertical marketing system is that when one member of distribution
channel tries to maximize its profits at the expense of rest of the members, it
will create conflicts, resulting in the decline of profits for the whole
channel of distribution. To avoid
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6 . Describe the supply chain Benchmarking Procedure.
Definition of Benchmarking:
Benchmarking has been
used variedly to refer to several activities. Several definitions have
described as ‘benchmarking’. Some of these definitions are discussed to
emphasize the diversity:
•‘A continuous
systematic process for evaluating the products, services and work of
organizations that are recognized as representing best practices for the
purpose of organizational improvement’ (Spendolini, 1992).
•‘A continuous search
for, and application of, significantly better practices that lead to superior
competitive performance’ (Watson, 1993).
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PROGRAM - MBA
SUBJECT CODE &
NAME - MK0011-Consumer Behaviour
1. “Marketers manage product
positioning by focusing their marketing activities on a positioning strategy”. Explain
Positioning Approaches
Marketers manage product
positioning by focusing their marketing activities on a
positioning strategy. Pricing,
promotion, channels of
distribution, and advertising
all are geared
to maximise gains
from the chosen
positioning strategy.
According to
C. Merle Crawford,
common bases used
for positioning include:
Features refer to objective physical or performance
characteristics and are often used to differentiate products. For example,
Amazon.com has a unique “I-click” ordering facility. Some automobiles
claim “Zero to 100 Kph in
6 seconds.” This
sort of
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2. Explain motivational conflict
and its principles.
Motivational Conflict
“Variety is
the spice of
life.” Hardly anybody
is likely to
disagree with this
saying. For most
of us, too
much of the
same thing over
and over again
turns out to be unexciting, tasteless or boring. We are aware that
consumers sometimes display
‘variety seeking’ behaviour
out of sheer
boredom or a desire for variety.
A
motivational goal has valence (strength). This valence can be positive or
negative. Consumers are
motivated to approach
the goal with
positive valence However, some
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3. Explain Absolute threshold and
Differential Threshold with the help of an example each.
1. Absolute threshold
Absolute threshold
refers to the
lowest level at
which an individual
can experience sensations. At
this point, an
individual can detect
a difference between “something”
and “nothing”, and
this point would
be the absolute threshold for that stimulus. For
instance, an individual may sense the
sound pitch at 20 cycles per second and
another individual may sense the
sound pitch at 30 cycles per second. Absolute threshold for sound in the
case of
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4. Explain with one example each,
the factors that inhibit relationship between beliefs, feelings and behaviour.
Factors That Inhibit
Relationship between Beliefs,
Feelings and Behaviour
·
Lack of consumer
involvement – A
favourable attitude requires
a need or motive before it can be translated into action. Also, attitudes
are less likely to influence behaviour
for low-involvement products.
·
Lack of purchase feasibility –
According to A. Sahni, consumers may have a very positive
attitude towards a
particular brand but
may not have the ability to purchase. For example, a consumer may evaluate an Omega watch very positively but
the watch is not a realistic alternative due
to insufficient finances.
Thus, attitudes are
not always related
to behaviour.
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5. “Cultural Values are enduring
beliefs that a given behaviour or outcome is desirable or good”. Explain
Cultural Values
Cultural values
are enduring beliefs
that a given
behaviour or outcome
is desirable or good (Milton J.
Rokeach). People’s values, as enduring
beliefs, serve as standards
that guide their
behaviour across situations
and over time. Social
values represent "normal" behaviour
for a society
or group. Personal values define
"normal" behaviour for an individual. Personal values mirror the
individual's choices made
from the variety
of social
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6. Write short notes on:
a) The Adoption Process
b) Post-Purchase Behaviour of a consumer
a) The Adoption Process
:
The adoption
of an innovation
requires that an
individual or a
group of consumers decide on
buying a new product. The process of diffusion starts when early
adopters influence their
reference group members
and other acquaintances to purchase the product. Therefore, it is reasonable to view
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b) Post-Purchase Behaviour of a consumer
Post-purchase Behaviour
Many
businesses have begun focusing on customer relationship and loyalty
programmes to increase customer
satisfaction, commitment and retention. Consumers engage in a constant process
of evaluating products they buy as
they integrate the
products into their
daily consumption A
consumer generally experiences satisfaction
when the performance
level
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PROGRAM - MBA
SUBJECT CODE & NAME MK0012- Retail Marketing
1. Describe the general
characteristics of consumers and explain the classification of retail consumers
based on shopping.
Define Retailing
“Retailing is a set of
activities that enables selling of goods and commodities to the customers or end consumer in small
quantities”.
A retailer
is a person
or an outlet
through which products
or services are sold
to customers or the end user.
Retailing
is one of the key elements of a marketing and distribution strategy; it
ensures that a
product reaches the
consumers. The word
retailing originated from the
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2. Describe the Retail Buying Process in brief.
Retail Buying : These basic psychological processes play an important
role in understanding how consumers actually make their buying decisions.
Marketers must understand every facet of consumer behaviour. Marketing scholars
have developed a “stage model” of the buying-decision process.
1 Problem recognition
A)
The buying process starts when the buyer
recognises a problem or need.
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3. Explain the Retail Merchandising Management (RMM) in brief.
Retail Merchandising Management Process (RMM Process)
Retail
merchandising refers to the process used to conduct retail sales. As part
of the process, the merchandiser pays close attention to the different types of products offered for sale,
how to present those products to consumers
in a best way, and determine a
reasonable retail price for each unit sold.
Earlier, the retailers were
engaged in the task of retail merchandising in a physical location, but nowadays
the
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4. What is E-tailing? Describe the advantages and disadvantages of
E-tailing.
E-tailing
Electronic
retailing, also known as e-tailing,
deals with selling products and services online via the Worldwide Web.
Internet retailing or ‘e-tailing’, as it is usually referred to, covers
retailing using a variety of different technologies or media.
It may be
broadly a combination
of two elements.
One is combining new
technologies with elements
of traditional stores
and direct mail models and the
second is using new technologies
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5. Price is a highly sensitive and visible part of retail marketing mix.
Retailer’s overall profitability depends on Pricing. It plays an important role
in strategic decision making process. Explain various pricing strategies are
adapted by the retailer according to the situation.
Pricing in Retail
Price is a highly sensitive
and visible part of retail marketing mix and has a bearing on
the retailer’s overall
profitability. Further, pricing
itself is an essential
part of marketing
mix and has
its own place
in the strategic decision-making process.
Retail Pricing Strategies
Following are
the various pricing
strategies followed by the
retailers to meet their short- and long-term objectives:
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6. Describe any three Rural retail strategies in brief.
Definition of Rural retail
Rural
retailing is the
fast growing aspect
of retail since
retailers can feel comfortable in finding suppliers and
they also act as buyers. Retailing is
the final phase of
the distribution channel
and it is
clear by now
that it is the
availability and distribution
that drive growth
in the rural
markets. Hence, retailing will
be significant and
like in the
case of the
urban markets, will
undergo greater maturity
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PROGRAM - MBA
SUBJECT CODE & NAME - MK0013-Marketing Research
1. Explain Cross sectional
Research Design, its advantages and disadvantages.
Cross-sectional design
There are two types of Cross-sectional design.
·
Single cross-sectional design:
In this, only
one sample of
respondents and their information is utilised and that is used only once
in a study.
·
Multiple
cross-sectional designs: In
this, information is
captured with the help
of two or
more samples of
respondents. Each sample’s
information is used only
for once. Though
information is collected
at different times from different samples of the study.
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2. What are the various
fundamental properties of scales of measurement? Explain with an example each.
Scales of Measurement: Fundamental Properties
According to
mathematical theory, a
researcher can use
four scaling properties in
developing scales: assignment,
order, distance and
origin as shown in below figure.
Let’s discuss each in
detail:
• Assignment
property: The assignment
property is also known as description property.
It refers to the researcher’s
usage of unique descriptors, or labels to identify
each object within a set.
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3. Describe the steps involved in
Hypothesis Testing.
Steps Involved in Hypothesis Testing
1. Setting-up
of hypothesis: The
first step is
to set up the decision making process.
This involves specifying
the null hypothesis
(H0) and the alternative
hypothesis (H).
2. Selecting
a significance level:
A criterion used
for rejecting the
null hypothesis is the
significance level. The
significance level is
used in hypothesis testing as
follows:
First, the
difference between the null hypothesis
and the results of the experiment
is
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4. Explain Pearson Product Moment
Correlation with the help of an example.
Pearson Product Moment
Correlation: Pearson Correlation Coefficient is named after Karl
Pearson who developed this correlational method
to do agricultural
research. It is
used to measure
correlation. The symbol for
the correlation coefficient
is lower case
r, and it is
described as the sum of the product of the Z-scores for the two variables
divided by the number of scores.
If the
formulas for the Z-scores are substituted
into this formula, we get the following formula for the Pearson
Product Moment Correlation Coefficient, which will be
utilised as a definitional
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5. Explain Business to Business
Market Research and types of market research undertaken in B2B research.
Business-to-business (B2B) marketing is
the commercial transactions between businesses. The term is used to explain the
business that sells the products or services to other business.
Market
research may be B2B-type or consumer research (i.e. B2C).B2B research involves
the investigation of any market where the targets to be examined
are another business
entity or employees
of a business entity.B2B market research is a more
complex process than B2C. It is very important
to find out
the right respondent
in B2B research
since they are
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6. Write short notes on:
a) Copy testing
b) Sales Analysis
a) Copy testing
You will
find that the
usage of copy
testing is to
make sure that
the advertising is well recognised and that no shockers will occur after
releasing the ads. Copy testing decreases the chances of risk on brand or
company image by an ineffective advertisement.
Copy testing
is generally carried
out on a
large scale as
a quantitative research study in
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b) Sales Analysis
b) Meaning and Benefits
Sales analysis
You must understand that
sales analysis is the determination of the extent to which
a sales force
has met its
sales objectives within
the specified timeframe. The
sales analysis system is the focal point for the accumulation of sales data
generated from other modules.
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