Marketing Environment Very Short Answer Type Questions

Question 1.
Define the term Consumer Behaviour.
Answer:
Consumer behaviour is defined as “All psychological, social and physical behaviour of potential customers as they become aware of evaluate purchase and inform the others about product and services.”

Question 2.
Give the meaning of consumer behaviour?
Answer:
Consumers behaviours includes the acts of individuals directly involved in ob- tainlng and using goods. In the buyer behaviour process individuals decide, whether, what, when, where, how and from whom to purchase goods and ser-vices. It also involves group process and in reflected by post purchase evaluation which indicates satisfaction or non satisfaction.

Question 3.
What is target marketing?
Answer:
It is a process of identifying market segments, targeting one or more of these segments and developing products and marketing programmes to suit each se-lected segments.

Question 4.
Expand FMCG.
Answer:
FMCG : Fast Moving Consumer Goods.

Question 5.
What do you mean by “Trade Mark”?
Answer:
Trade mark is a symbol used by an organization which differentiate: product of that company.from others companies product and also it acts as salesman.

Question 6.
What is Marketing Environment.
Answer:
Marketing Environment refers to forces or factors within the framework of which the marketing system is required to function. Such factors include both internal (controllable) & external (controllable) factors. But generally marketing environ-ment refers to tlie forces with in which the marketing system has to function & over which the business firm has no control or little control.

Question 7.
Differentiate between ‘Customer Satisfaction’ and Customer Delight’.
Answer:
Customer satisfaction refer to a situation where the customer actual satisfaction received is equal to his expected satisfaction and when the actual amount of sat-isfaction received is more than the expected satisfaction it called as ‘customer delight.’

Question 8.
What are the attributes of a product?
Answer:
The essential attributes of a product are tangibility, money value, customer satis-faction etc.

Question 9.
Give any two examples of consumer product.
Answer:
The two examples of consumer product are –

  • Toothpaste
  • Pen, pencils etc.

Question 10.
What are controllable forces ? Give example.
Answer:
Controllable forces refers to those forces which can be controlled by the manage-ment (ie., the firm)
Example : Marketing Mix and Employees.

Question 11.
Define market segmentation.
Answer:
“Market segmentation is the act of identifying and profiling distinct groups of buyers who might require separate products and for marketing mix” Philip Kotler.

Question 12.
What is Market Segmentation?
Answer:
Market segmentation means dividing a market into distinct groups of buyers each of which has one or more homogeneous characteristics.

Question 13.
Give the meaning of undifferentiated marketing?
Answer:
It is an attempt to design a product and marketing programme that appeals to the large number of buyers. It relies on product differentiation to protect itself from competition. Its main aim is to show the product with superior image in the minds of people.

Question 14.
What is differentiated marketing?
Answer:
Under this method company decides separate products and marketing programmes for each market segments. It main aim is to achieve good growth in sales brand identification and company name.

Question 15.
Name any two bases of market segmentation.
Answer:
The two bases of market segmentation are –

  • Demographic segmentation
  • Geographic segmentation

Question 16.
What is meant by micro environment?
Answer:
Micro Environment implies the factors or forces that are controllable by the company. They are supply, price, product etc.

Question 17.
What is the macro-marketing environment?
Answer:
Macro Environments are the factors or forces that are uncontrollable to the company. They are Demand, competition, Buyer, supplier, Govt. Regulations etc.