Marketing Primer

Primer

Note:These are some indicative questions and answers for the kind of questions asked in interviews based on previous year experiences. You are advised to prepare more questions on similar lines and cover the concepts well. For queries, feel free to approach any of the contributors.

Section 1 - Popular Marketing Concepts

1) Explain ATL vs BTL promotions

The ATL or above-the-line propagated traditional marketing channels that strived to reach a mass audience with messages that reinforce a brand communicate general product information or inspire an emotional response. i.e. ATL focuses on

- Mass Reach

- It creates Brand Awareness

- And has no direct consumer involvement.

It thus has the vehicles like: Print Advertising, Hoardings, Electronic Channels and the Radios.

While the “Below-the-line” initiatives, by comparison, acted like traditional direct marketing efforts – they aspired to establish targeted relationships between marketers and individual consumers, and offer comparable ease in measurability. i.e. BTL

- is consumer defined .

- It generates Trial.

- and has direct consumer involvement.

It thus has vehicles like Events, Road Shows, Dealer level activities, Consumer contacts,mobiles etc.

2) Brand extension vs line extension vs Variants

Brand extension- brand extended to new product category (dettol antiseptic to handwash/soaps)

Line extension - multiple offerings in same category: eg bath soaps (HUL)= lux, dove, liril, lifebuoy

Variants- same brand same category but slightly different offering eg: lux (white, green, pink etc)

3) Tell us about SEC Classification?

4) Give example of psychographic segmentation and behavioural segmentation?

psycho= what we desire; behavioural= what we actually do

5) Is marketing more important or sales?

Sales is a subset of Marketing activity and denotes the final transactional process. It gives tangibility to measure marketing efforts. Both are important however their...