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Explain the advantages of branding to marketers of goods and services.
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List the characteristics of a good brand name.
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What is the societal concept of marketing?
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List the characteristics of convenience products.
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Enlist the advantages of packaging of a consumer product.
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What are the limitations of a advertising as a promotional tool? Enlist.
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List five shopping products purchased by you or your family during the last few months.
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What is marketing? What functions does it play with process of exchange of goods and services? Explain.
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Distinguish between the product concept and production concept of marketing.
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Product is a bundle of utilities. Do you agree? Comment.
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What are industrial products? How are they different from consumer products? Explain.
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Distinguish between convenience product and shopping product.
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Products is a mixture of tangible and intangible attributes. Discuss.
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Describe the functions of labeling in the marketing of products.
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Discuss the role of intermediaries in the distribution of consumer non-durable products.
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Explain the factors determining choice of channels of distribution.
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Explain briefly the components of physical distribution.
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Define advertising, what are its main features? Explain.
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Discuss the role of 'Sales Promotion' as an element of promotion mix.
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Define Marketing. How is it different from selling? Discuss.
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What is the marketing concept? How does it help in the effective marketing of goods and services?
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What is marketing mix? What are its main elements? Explain.
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How does branding help in creating product differentiation? Does it help in marketing of goods and services? Explain.
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What are the factors affecting determination of the price of a product or service? Explain.
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What do you mean by 'Channels of distribution'? What functions do they play in the distribution of goods and services? Explain.
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Explain the major activities involved in the physical distribution of products.
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'Expenditure on advertising is a social waste’. Do you agree? Discuss.
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Distinguish between advertising and personal selling.
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As marketing manager of a big hotel located at an important tourist destination, what societal concerns would be important by you and what steps would you plan to take care of these concerns? Discuss.
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Suppose you are the marketing Vice President of an insurance company, planning to design a new mediclaim policy for senior citizens. What information would you like lo collect to perform this task and how will, you collect such information? Discuss.
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What shopping products have been purchased by you/your family in the last six months? Make a list and specify what factors influenced the purchase of each of these products.
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What information is generally placed on the package of a food product? Design a label for one of the food product of your choice.
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For buyers of consumer durable products, what 'customer care services' would you plan as a manager of a firm marketing new brand of motorcycle. Discuss.
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Paragraph
Nokia takes four-lane road to consumers.
NEW DELHI After having grabbed a king size 79% share of the 15,000 crore 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 consumers into four major groups that separates people terms of usage, income level and lifestyle.
The classification is based on an extensive survey— the Nokia Segmentation Study —that was carried over two year, 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 a first time users whose basic need is to stay in touch with 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+ (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 tine 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 mega pixel 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.
Identify the four market segments that Nokia plans to address as per the news report above.
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What is the basis of classification of the market used by the company?
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What do you mean by realignment of product portfolio? Illustrate this from the case above.
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Identify the points that can be highlighted in marketing campaigns for each segment.
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What are the different considerations in the mind of consumers of each segment while purchasing mobile phones as given in the above case?
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