Marketing and Sales Questions

Q:

Controlling marketing activities :

What does monitoring and controlling marketing activities entail?

Answer

All those activities which have been planned out by the marketing department must be tried out in the market several times in order to be able to conclude if such activities are worthwhile or not. Such activities may be repeated several times over a period say six months or a year in order to be able to decide whether to stick to them or replace them with other better alternatives. Monitoring and controlling the marketing activities entails keeping proper records of the various activities and tracking them time and again particularly when it comes to the media, when to promote the product, cost factor, reach or the number of persons towards whom the promotions have been targeted, responses generated, sales generation and return on sales

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Q:

Managing direct and online marketing :

What is online marketing? Give examples.

Answer

Online marketing is the exchange of products and services between the buyers and sellers on the internet.It is also known as e-marketing or internet marketing or online advertising. It may take the form of : 


a.B2C where the products are sold directly to the customers. 


b.B2B where trading networks or auction sites maybe used to reach out to the new customers and serve the existing one


c.C2C where one customer may further sell the product to another customer.


Examples of online marketing may include banner ads, blogs, social network advertisement.

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Q:

Promotions and promotion mix :

What is the difference between a marketing mix and a promotional mix?

Answer

A marketing mix and a promotional mix does have some differences, both being highly crucial for the success of a business. Marketing is very essential for the growth and continuity of business operations. It helps in creating new customers and retaining the existing ones to keep the business ongoing. Marketing focuses on all the elements of the marketing mix viz product, price, place and promotion while promotion focuses more on the customer- how to reach a product to its customers and how to sell it to them ultimately

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Q:

Productivity is the combination of

A) efficiency and energy B) efficiency and effectiveness
C) efficiency and attitude D) effectiveness and resources
 
Answer & Explanation Answer: B) efficiency and effectiveness

Explanation:

Productivity is a result of the way that a business operates – the result of the way that its people, business processes, different functional units and suppliers come together to meet the needs and wants of its customers.

Productivity is the combination of intelligent planning and focused efforts and hence, it is a combination of Efficiency and Effectiveness.

Efficiency :


Efficiency is an internal measure of performance for companies that shows how well the company converts inputs into outputs. The more the ratio of outputs to inputs approaches 100 percent, the better the efficiency of the process will be. In simple terms, it is “doing things right” and comes from proper harnessing of time, cost and efforts.

Effectiveness :


Organizational effectiveness is an external measure of performance and indicates how well an organization fulfills the demands of various organizational stakeholders. Simply put, it is “doing the right things."

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Q:

What is cross - selling and up - selling?

Answer

An up - selling is getting the customer to spend more money, buy a more expensive model of the same type of product, or add features or warranties that relate to the product viewed or purchased. 


A cross - sell is to get the customer to spend more money by adding more products from other categories than the product being viewed or purchased. 

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Q:

Selecting and managing marketing channels :

On what criteria can channel members be evaluated for their proper selection?

Answer

The SCPCA method can be used to evaluate channel members.


a) Sales (S): How much sales each channel member can give within a cetain time frame


b) Cost(C): How much cost would be incurred for each channel?


c) Profitability(P): Which channel can give better profitability to the company?


d) Control(C): Whether company can have better control over its channel members or not.


e) Adaptability (A): Whether the channel alternatives are flexible enough to any changes or not. The channel meeting the objectives of the company is selected

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Q:

Marketing organisation:

As a consultant, what advice would you give a company while setting up its marketing department?

Answer

As a consultant , I would:


• Recommend structuring of the marketing department as per the demands of the different tasks, roles and responsibilities keeping in mind the cost(budget) factor as long as it fits within the budget of the company.


• Finding out and establishing the level of skills, duties and responsibilities of the employees via job descriptions and job specifications.


• Proper and regular supervision of the department to ensure its smooth functioning


• Determine the marketing functions of the department as per the requirements (advertising,distribution channels,promotional activities)

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Q:

Managing advertising, sales promotion and public relations :

what is public relations in marketing?

Answer

Public relations includes promotional activities that work to create a strong public image of the company. Public relations activities include helping the public to understand the company and its products. Public relations if done right can reach a large audience without the expensive cost of traditional advertising and marketing.

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