Answer Paper
Marketing Management
Section A: Objective Type Part one: Multiple choices:
1.It is a concept where goods are produced without taking into consideration the choices or tastes of customers
Ans) Production concept
2. It involves individuals who buys products or services for personal use and not for manufacture or resale
Ans) Consumer
3. It is the groups of people who interact formally or informally influencing each other’s attitudes& behavior
Ans) Reference groups
4. The concept of the product that passes through various changes in its total life known as
Ans) Product life cycle
5. It refers to unique set of brand associations that brand strategist aspires to create or maintain
Ans) Brand identity
6.It involves a …show more content…

The studies confirmed what it already knew. The Indian customer is still evolving and is very different from, say, a European customer, who knows exactly what he wants to purchase, walks up to a shelf, picks up the merchandise, pays and walks out. In India, customers like to touch and feel the merchandise, and scout for options. Also, the majority of Indian shoppers still prefer to pay in cash. So, transactions must be in cash as against plastic money used the world over. Additionally, the Indian customer likes being served – whether it is food, or otherwise. The company’s customer profile includes people who want the same salesperson each time they came to the store to walk them through the shop floors and assist in the purchase. Others came with families, kids and maids in tow and expected to be suitably attended to. Still others wanted someone to carry the bags. So, the shops have self-help counters with an assistant at hand for queries or help. The in-house wardrobe audit also helped with another facet of the business. It enabled Shoppers’ Stop to work out which brands to stock, based on customer preferences. In fact, the USP of Shoppers’ Stop lies in judiciously selected global brands, displayed alongside an in-house range of affordable designer wear. The line-up includes Levi’s, Louis Philippe, Allen Solly, Walt Disney, Ray Ban and Reebok, besides in-house labels STOP and I. Brand selection is the same across