IBPS SO Professional Knowledge - Marketing Officer (Scale I) Syllabus

Professional Knowledge - Marketing Officer (Scale I) syllabus — full chapter and topic list

Expand any chapter to see its topics and sub-topics. This is the whole examinable outline for Professional Knowledge - Marketing Officer (Scale I) in IBPS SO, not a summary of it.

1. 1

   Marketing Fundamentals

   4 topics

   • Marketing Concepts, Orientations and Environment
   • Marketing Mix (4Ps / 7Ps)
   • Market Segmentation, Targeting and Positioning (STP)
   • Consumer Behaviour and Buying Decision Process
2. 2

   Product, Pricing and Brand Management

   4 topics

   • Product Life Cycle and New Product Development
   • Pricing Strategies and Methods
   • Branding, Packaging and Labelling
   • Product Mix and Line Decisions
3. 3

   Promotion and Distribution

   4 topics

   • Promotion Mix and Integrated Marketing Communication
   • Advertising, Sales Promotion and Personal Selling
   • Channels of Distribution and Logistics
   • Sales Force Management and CRM
4. 4

   Modern and Services Marketing

   4 topics

   • Digital and Social Media Marketing
   • Services Marketing and Bank Marketing
   • Marketing Research and Market Information Systems
   • Relationship Marketing and Customer Retention

Professional Knowledge - Marketing Officer (Scale I) flashcards for IBPS SO

22 of 51 cards from the Professional Knowledge - Marketing Officer (Scale I) deck — real questions with worked answers.

1. What is marketing according to the AMA (American Marketing Association)?

   Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

2. What is the difference between a 'need', a 'want', and a 'demand' in marketing?

   A need is a basic human requirement (e.g., food). A want is a need shaped by culture/personality (e.g., a burger). A demand is a want backed by the ability and willingness to pay.

3. Name the five marketing management orientations (philosophies).

   Production concept, Product concept, Selling concept, Marketing concept, and Societal marketing concept.

4. How does the 'selling concept' differ from the 'marketing concept'?

   The selling concept starts with the factory/existing product and uses aggressive selling to push it for profit through volume. The marketing concept starts with the customer's needs and earns profit through customer satisfaction.

5. What is the 'societal marketing concept'?

   A philosophy that holds that the firm should satisfy customer needs in a way that also preserves or enhances the long-run well-being of consumers and society, balancing company profits, consumer wants, and society's interests.

6. What are the components of a firm's micro-environment and macro-environment?

   Micro-environment: company, suppliers, marketing intermediaries, customers, competitors, publics. Macro-environment (PESTEL/DEPEST): demographic, economic, natural, technological, political-legal, and social-cultural forces.

7. What are the 4Ps of the marketing mix?

   Product, Price, Place (distribution), and Promotion. (Coined by E. Jerome McCarthy.)

8. What three Ps extend the 4Ps into the 7Ps for services marketing?

   People, Process, and Physical evidence (added to Product, Price, Place, Promotion).

9. What are the 4Cs that correspond to the 4Ps from the customer's viewpoint?

   Customer solution (Product), Customer cost (Price), Convenience (Place), and Communication (Promotion). Proposed by Robert Lauterborn.

10. What is market segmentation?

    The process of dividing a heterogeneous market into smaller, homogeneous groups of buyers with distinct needs, characteristics, or behaviours who might require separate products or marketing mixes.

11. What are the four main bases for segmenting consumer markets?

    Geographic, Demographic, Psychographic, and Behavioural segmentation.

12. What are the requirements (criteria) for effective market segmentation?

    Measurable, Accessible, Substantial, Differentiable, and Actionable (the MASDA criteria).

13. What are the three steps of the STP process?

    Segmentation (divide the market), Targeting (select segments to serve), and Positioning (create a distinct image/place in the target's mind).

14. Name the three market-targeting / coverage strategies.

    Undifferentiated (mass) marketing, Differentiated (segmented) marketing, and Concentrated (niche) marketing. (Plus micromarketing/local/individual.)

15. What is product/market positioning?

    Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers, often communicated via a positioning statement and a perceptual map.

16. What is a USP (Unique Selling Proposition)?

    A distinctive benefit or feature that sets a brand apart from competitors and gives consumers a compelling reason to buy it over alternatives.

17. What is consumer behaviour?

    The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

18. What are the five stages of the consumer buying decision process?

    1) Need/problem recognition, 2) Information search, 3) Evaluation of alternatives, 4) Purchase decision, 5) Post-purchase behaviour.

19. What are the four broad categories of factors influencing consumer behaviour?

    Cultural (culture, subculture, social class), Social (reference groups, family, roles/status), Personal (age, occupation, lifestyle, income), and Psychological (motivation, perception, learning, beliefs/attitudes).

20. What is cognitive dissonance in the post-purchase stage?

    Post-purchase psychological discomfort or buyer's remorse arising from doubt or conflict after a purchase, especially for high-involvement decisions.

21. List Maslow's hierarchy of needs from lowest to highest.

    Physiological, Safety, Social (love/belonging), Esteem, and Self-actualization needs.

22. What are the four types of buying behaviour based on involvement and brand differences?

    Complex buying behaviour, Dissonance-reducing buying behaviour, Habitual buying behaviour, and Variety-seeking buying behaviour.

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