Explore topic-wise InterviewSolutions in .

Live, Connect, Achieve and Explore.

For marketing motorcycles, the following customer care services can be planned:

1. Specified period warranties 

2. Easy monthly installments 

3. Exchange offer 

4. 0% finance scheme 

5. Free servicing

Nokia takes a four-lane road to consumers: NEW DELHI After having grabbed a king-size 79% share of the 15,000 crores mobile handset market in India, Nokia India has found a new way of connecting people.

.The mobile handset manufacturer has embarked upon a brand new retail strategy that is based on a classification of its consumers into four major groups that separate people in terms of usage, income level, and lifestyle.

The classification is based on an extensive survey- the Nokia Segmentation Study – that was carried over two years involving 42,000 consumers from 16 countries. It studied the impact lifestyle choices and attitudes have on the mobile devices consumers buy and how they use them.

The strategy, which was announced globally in June last year, is being unfolded in India now. While the nitty-gritty of the new strategy is still being worked out, it is likely that the company would follow separate marketing strategies for the four different segments. The advertising campaigns could be different for the segments.

Nokia’s entire product portfolio has now been re-aligned towards these four groups to address the specific needs of each. The first of these segments Live, aimed at first-time users whose basic need is to stay in touch with a voice as the main driver, would have basic handsets low on features and price.

“These may be functional phones but the target group for these phones range from SEC C (low socio-economic class) to SEC A1 4- (very high socio-economic class) markets”, says Nokia India marketing head Devinder Kishore. The second segment Connect looks at more evolved users who look- for more functionality and features and connectivity. Accordingly, phones in this segment would have GPRS, camera and music capabilities.

The next two categories, Achieve and Explore, are aimed at high-end users and have Nokia’s top-end handsets, e.g., Achieve segment looks at enterprise users who need to have business functionalities in their phones. Nokia’s new E-series has been put under this segment with handsets having QWERTY keyboards and full Internet capabilities.

Aimed at high-end lifestyle users, Explore would be the most prominent segment for the company in the coming years. Says Nokia India multimedia business director Vineet Taneja, “This segment would see the most vibrant growth in the coming year. It will look at five different areas-applications, imaging, mobile, TV, music, and gaming. We are fast developing (the ecosystem to support these areas.”

Nokia acquired music solution and content provider Loud eye and GPS solution provider Gate5. It is all slated to launch its most high-profile handset, which boasts of having a 5-megapixel camera and GPS capabilities apart from iPod quality music, in February.

Says Taneja, “There is increasing demand for convergence and multiple functionalities, in high-end handsets. The N-series will try to address that”. Nokia feels that the new platform strategy wherein different handsets are launched under a platform, like the N- Series, will become a status and style statement and drive numbers.

Labelling performs various functions. Its important functions are:

(i) Describe the product and Specifies its contents: Label describes the product, its usage, cautions in its use, and specifies its contents etc. eg. A popular brand of Prickly Heat Powder, describes how the product provides relief from prickly heat and controls bacterial growth and infection. Label describes the product, its usage, caution in its use and specifies its contents etc.

(ii) Product or Brand Identification: The label identifies the product or the brand. For example, The name stamped on a cold drink identifies it as Pepsi, Coke, Thums Up, Fanta, etc.

(iii) Grading of products: The label might also grade the product into different categories, where the differentiation tends to be marginal.

(iv) Providing Information Required by the Law: It is a carrier of information, which is to be provided to the customer. The label describes the product, the manufacturer, date of manufacture, its contents, directions for use, price, etc.

(v) Product Promotion: A carefully designed label can facilitate product promotion. It attracts attention, describes the product, gives the reason to purchase. Particularly in case of a fast moving consumer goods sector (FMCGs), label has become a patent tool of sales promotion.

Many a time distorted version of reality is shown in the advertising. Believing in advertising, consumers buy the product. On its use, he feels cheated. He comes to realise later that the information given in the advertisement was something else whereas the actual product was quite different from it. Thus, people lose confidence in advertising because of wrong presentation. In this reference it is said that advertising confuses rather than helps.

Following are the differences between Advertising and Salesmanship:

Because, many a time distorted version of reality is shown in the advertising.

Societal concept of marketing.

(b) Warehousing

(a) Two product related decisions which the students have to take are:

(i) Grading: Grading is the process of classification of products into different groups on the basis of some important characteristics such as quality, size, etc. Grading ensures that goods belong to a particular quality and helps in determining prices.

(ii) Packaging and Labelling: Packaging refers to designing of the package for the products to protect the contents/product from spoilage, breakage, climate effect, etc. This kind of protection is required during strong distribution and transportation of the product. Labelling refers to the designing of the label to be put up on the package specifying its quality, name of marketer, etc.

(b) Functions of a Label:

(i) Label helps in identification of the product or brand by providing identification, information imparted on the package like: Name, Address, etc.

(ii) Helps in Promotion of the Product: A carefully designed label can attract attention and give reasons to a purchase. Labels play an important role in sales promotion scheme launched by companies.

(c) Two values communicated are:

(i) Inculcating the skills of preparing jam. Thus becoming economically self-reliant.

(ii) Concern for the orphanage: Showing kindness and sense of fulfilling the social responsibility.

(iii) Providing employment opportunity to disabled, minority, shows their concern for disadvantage sections of society and fulfillment of social responsibility.

(a) Two product related decisions which the children have to take are:

(i) Decisions about product features and quality: The children have to decide about the register to be made. The buyer of a product is not merely interested in pages of exercise book or register, but he also looks for colour, attractive design, quality of pages etc.

(ii) Branding: Branding is the process of stamping a product with some identifying name or mark or combination of both to give a distinct identity to the product. So, the children will decide about the branding of their product.

(b) Two factors children should keep in mind while choosing the right name for their register and exercise books are:

(i) The name kept should suggest something about the product's benefits, uses, quality etc.

(ii) The brand design mark/name should be attractive to the consumers such as a Classmate, Buniyaad.

(c) Two values communicated are:

(i) Social responsibility is assumed by making optimum utilization of resources and by donating to help blind students.

(ii) Promotion of creativity and environmental protection awareness among the students is shown here.

(iii) Creative Public School communicates the values like kindness, initiativeness, waste management, sense of self-dependence etc.

Correct option is (A) It raises price of the product

Correct option is (D) Differentiating company’s product from the competitors

Correct option is (A) This statement is true.

(a) Production concept – (d) Maximum production

(b) Product concept – (a) Quality products

(c) Sales concept – (b) Sales promotion techniques

(d) Marketing concept – (c) Customer satisfaction

Correct option is (b) Social

The different considerations in the mind of each segment while purchasing mobile phones are these. 

1. The first of these segments Live, aimed at first-time users whose basic need is to stay in touch with a voice as the main driver, So, here price of the phone is the main consideration. 

2. The second segment Connect looks at more evolved users who look for more functionality and features and connectivity. So, here the features of the phone as well as an economic price tag are considered. 

3. The next two categories, Achieve and Explore, are aimed at high-end users. So, here the uniqueness of the handset and its business functionalities are the main points considered by the consumer.

Correct option is a) Both are correct and (R) is the correct explanation of (A)

As social responsibility of business is main reason of following social marketing concept.

Correct option is a) Both are correct and (R) is the correct explanation of (A)

Balanced level of inventory will cover demand and carrying cost both.

Storage of products:

• Products once produced do not necessarily get sold immediately.
• Products are put into market when the demand arises. It is important to build a balance between demand and supply of goods which in turn will enable better sales.
• Since, production is done on the basis of future demand, there arise the need of storing it.
• It is utmost important that during the storage the quality of the product does not deteriorate.

The scope of selling is limited to the transfer of ownership of products from the seller to the consumer

The process in which the product is handed over to the consumer in exchange of money is called selling.

Fire insurance, property insurance, insurance against accident, marine insurance, riot insurance, etc.

Insurance protects the goods while storing and transporting. Insurance covers a variety of risks such as theft, fire, decoit, loss due to riots, sinking of product in water, etc.

Correct option is (d) Production process

Difference between 'Production Concept Philosophy' and 'Product Concept Philosophy':

Exchange is known as the essence of marketing as marketing is not possible without it.

It is related with Marketing concept.

It is related with selling concept.

It is related with selling concept.

Marketing concept:

(i) It assumes that in the long run, an organisation can achieve its objective of maximization of profit by identifying the needs of the present and prospective buyers and satisfying them in an effective way.

(ii) Customer satisfaction is the focus point of all decision making in the organisation.

Correct option is (a) Societal marketing concept

When the producer sells his products by distributing it to one or more mediators the sale pattern is called indirect selling or sale by mediator.

The selling strategy in which the producer himself supplies product to the buyer without any mediator is called zero-level distribution system. The producer sells the products directly from his factory or his own shop or show-room.

The distribution system where there is only mediator between the producer and consumer is called single level distribution system.

(a) The producer cannot reach a large mass of consumer,

(b) This method is possible only for limited products such as bakery, sweet shop, furniture manufacturer, etc.

The distribution system where there are two level mediators between the producer and the retailer, the first one is wholesalerand second, the retailer is called double level distribution system.

In this system, the wholesaler buys the products from the producer in large quantities and sells it to various retailers in small quantities who in turn sell to the consumers.

The distribution system that consists of three mediators between the producer and the consumer namely, agent, wholesaler and retailer is known as three level distribution system.

An advertisement is a paid form of non-personal information of goods and services in which advertiser’s identity is easily traced.

i. Samples: Under it, the producer distributes free samples of his product among the customers. For example, to distribute the sample of Washing Powder.

ii. Rebate: Under it to clear the excess stock the products are offered at some reduced prices. For example, giving a rebate by a car manufacturer to the tune of Rs. 12,000 for a limited period of time.

iii. Quantity Gift: Under it, some extra quantity of the main product is passed on as a gift to the customers. For example, a free gift of one RICHLOOK shirt on the purchase of two shirts.

Sales promotion techniques

Pepsodent Tooth Paste – Buy 250 grams and get 100 grams FREE!!!

Some of the limitations of advertising are: 

• Less effective: It .is less effective medium of promotion as there is no face to face interaction between the seller and customer.
• Lack of feedback: It is difficult to ascertain the effectiveness of advertising, as there is no immediate feedback from the customers to the producer or seller. 
• Rigid: Advertisement copy once prepared cannot be changed easily to suit each individual. It gives only a general appeal. 
• Confusion among customers: Too many advertisements on a similar type of product, making similar claims may result in confusion among customers in choosing the right product. 
• Additional cost: Advertising expenses are included in the total cost of the product which increases the cost of the product that is recovered from the customers. 
• Misleading: Customers are cheated by misleading advertisements. Claims made in advertisements seem to be untrue when the product is purchased and put to use practically.

Some of the general merits of advertising are given below: 

• Steady demand: Advertising helps to maintain steady and regular demand for the product or service of a concern. 
• Increase in Sales: Constant advertising helps to increase the sales volume for both producers and traders. 
• Economies of production: Advertising leads to creation of more demand which in turn leads to large scale production and thereby reducing cost per unit of the product or service. 
• Convenience: Advertising helps the consumer in making their purchases more convenient and comfortable, as their time and efforts are reduced in shopping. 
• Education of consumers: Advertising educates the consumers by giving them details about the new products that can satisfy their needs. 
• Better Standard of Living: Advertising helps the people to improve their living standards by persuading them to purchase newer and better quality products.
• Employment: Advertising creates more employment opportunities directly in the advertising industry as well as indirectly in other industries.

Some of the limitations of advertising are:

• Less effective: It is less effective medium of promotion as there is no face to face interaction between the seller and customer. 
• Lack of feedback: It is difficult to ascertain the effectiveness of advertising, as there is no immediate feedback from the customers to the producer or seller. 
• Rigid: Advertisement copy once prepared cannot be changed easily to suit each individual. It gives only a general appeal. 
• Confusion among customers: Too many advertisements on a similar type of product, making similar claims may result in confusion among customers in choosing the right product. 
• Additional cost: Advertising expenses are included in the total cost of the product which increases the cost of the product that is recovered from the customers.
• Misleading: Customers are cheated by misleading advertisements. Claims made in advertisements seem to be untrue when the product is purchased and put to use practically.

Advertising helps to maintain steady and regular demand for the product or service of a concern.

A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or a need.

Creation of monopoly.

Some of the general merits of advertising are given below: 

• Steady demand: Advertising helps to maintain steady and regular demand for the product or service of a concern. 
• Increase in Sales: Constant advertising helps to increase the sales volume for both producers and traders. 
• Economies of production: Advertising leads to creation of more demand which in turn leads to large scale production and thereby reducing cost per unit of the. product or service. 
• Convenience: Advertising helps the consumers in making their purchases more convenient and comfortable, as their time and efforts are reduced in shopping. 
• Education of consumers: Advertising educates the consumers by giving them details about the new products that can satisfy their needs. 
• Better Standard of Living: Advertising helps people to improve their living standards by persuading them to purchase newer and better quality products. 
• Employment: Advertising creates more employment opportunities directly in the advertising industry as well as indirectly in other industries.