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    SHORT ANSWER QUESTIONS (2 MARKS)    1.. What are the steps in effective marketing Communication?? ANS: 1-identifying the target audience 2. define the objectives 3.Design Communication 4.Set Communication channels 5.Design Media mix 6.Develop budget 7.Evaluate Result 8.Mainatain Integrated marketing Communication 2 .What is IMC .Illustrate the process chain ANS: It is the judicial mix of promotional elements.It is a process of Planning ,Execution and monitoring of brand message that create customer relationships is called as Integrated marketing Comminication(IMC). The process chain is as follows Advertiser Advertising agency Media Organizations Specialized Service provider Collateral Services 3 .Explain the terms with examples a)e-commerce b)e-marketing c)e-networking ANS: e-commerce- Buying ,selling,or transferring transactions of goods done over the internet is called as ecoomerce.eg:amazon.com e-marketing -The marketing activities that are done with the help of email is called as e-marketing eg:Snapdeal sending offers via email e-networking :The process interconnecting IT Professionals via internet is called as e-networking eg:Linked in    4 .Distinguish between m-commerce and E-commerce ANS: The Buying ,selling,or transferring transactions of goods done over the internet is called as e commerce but the  buying and selling of goods with the help of handheld devices is called as M-commerce. 5 .What is a marketing information system?What are its components? ANS: A Marketing Information System (MIS)  consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 1.Marketing Control system 2.marketing planning system 3.marketing research system 4.marketing Decision support system 6 .what is marketing research ?what are the priorities in marketing research? ANS: Marketing research  is a process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to management .    Market segmentation and sizing    Concept development and product testing    Price-sensitivity assessment    Advertising and promotions assessment    Market tracking    Customer satisfaction  7 .Differentiate between marketing research and market information system ANS: Market research:  Marketing research  is a process that identifies and defines marketing opportunities and  problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to management Maketing information system: A Marketing Information System (MIS)  consists of people, equipment, and  procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. MARKETING RESEARCH MARKETING INFORMATION SYSTEM(MKIS) It is a postmortem It is future oriented Marketing research is not continuous MKIS is continuous To achieve certain objective marketing research is conducted The main objective is to assist decision making Marketing research is a part of MKIS MKIS have wider scope 8 .What are the steps in market research process ANS: 1.   Define the problem and research objectives 2.   Develop the research plan 3.   Implement the research plan 4.   Interpret and report the findings 9 .What is demand forecasting?What are methods involved in it? ANS: Demand forecasting is the scientific and analytical estimation of demand for a product(service)for a particular  period of time.It is the process of determining “How much “ of “what”is needed “when” and “where” .There are mainly two methods. 1.Qualitative Method:Rely on human judgement and opinion
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