Page 32 - DMGT408DMGT203_Marketing Management

Unit 1: Marketing: Scope and Concepts

5. 'Customer value is the key to brand loyalty'. Discuss. Notes
6. Draw and explain a hypothetical value chain for a textile company.
7. What is relationship marketing? Make a relationship marketing plan as per your
knowledge.
8. What are the reasons which indicate that consumers are less loyal now than in the past?
List certain companies where consumers are loyal and discuss the factors leading towards
this situation.
9. Discuss the concept of marketing mix. Explain the marketing mix of any one FMCG
company, in brief.
10. 'Acquiring new customers vs. retaining old customers'. Give your viewpoints on the
issue.

Answers: Self Assessment

1. True 2. True

3. False 4. False
5. Selling 6. Industrial Revolution
7. Product, consumer 8. Selling

9. (a) 10. (d)
11. (b) 12. (c)
13. True 14. False
15. False 16. Long term success
17. De-marketing

1.9 Further Readings

Books Rajan Saxena, Marketing Management, Tata McGraw Hill, 2002
Ramasamy & Namakumari, Marketing Management, Macmillan India, 2002
Ramphal and Gupta, Case and Simulations in Marketing, Galgotia, Delhi
S. Jayachandran, Marketing Management, TMH, 2003

SHH Kazmi, Marketing Management, Excel Books, New Delhi

Online links www.hindustanstudies.com/files/coreconcepts.pdf
http://www.netmba.com/marketing/concept/

http://www.jimnovo.com/Relationship-Marketing-more.htm
http://www.realinnovation.com/content/c081103a.asp
http://www.wisegeek.com/what-is-customer-value.htm

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