Note :-

1. Duration of Paper: 3 Hours
2. All Questions carry equal marks.
3. Medium of Competitive Exam: Bilingual in English & Hindi
4. There will be Negative Marking.
5. Objective type paper .

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Syllabus : Applied Arts-II

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Unit I: Business Organization and Branding

1. Types and Forms of Business Organization: Service, merchandising, and manufacturing businesses, Sole proprietorship, partnership, corporation, limited liability company, cooperative.
2. Integrated Marketing Communications (IMC): Meaning, Brand communication in IMC, Components of IMC: foundation, corporate culture, brand focus, consumer experience, communication tools, promotional tools, integration tools.
3. Branding: Definition and significance of a brand, the brand-building process, differentiating between brand and product, Strategies for developing a strong brand name, Brand extensions and co-branding.

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Unit II: Customer Relation, Segmentation and Targeting

1. Customer Relationship Management (CRM): Introduction to CRM and its objectives, Importance and need for CRM, Customer value, satisfaction, and loyalty, Total Quality Marketing (TQM) implementation.
2. Customers, Market Segmentation, and Targeting: Introduction to customers and their significance in marketing, Requirements for effective market segmentation, Segmentation variables and competitive advantages.

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Unit III: Consumer Behaviour and Promotion

1. Consumer Motivation Process: Understanding consumer motivation and needs, Products and their role in satisfying consumer needs, Promotion appeals and their impact on consumer behaviour.
2. Promotional Planning: Introduction to promotional planning, Identifying the target audience, Crafting effective promotional messages, Measuring the effectiveness of promotional efforts.

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Unit IV: Public Relations and Sales Promotion

1. Public Relations and Promotion: Introduction to public relations and its importance, techniques and strategies for effective Promotion.
2. Sales Promotion: Importance of sales promotion (SP or POP) in marketing, Various sales promotion techniques and tools.
3. Online and Digital Sales Promotion Strategies: Leveraging digital channels for sales promotion activities, Online discounts, limited-time offers, and flash sales, Social media promotions, influencer collaborations, and user-generated content campaigns, Personalized offers and targeted promotions based on customer data.

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Unit V: Organizational Buying Behaviour

1. Buyer Behaviour: Introduction to organizational buyer behaviour, Characteristics of organizational buyers, Different types of organizations and their buying behaviour, Models of organizational buyer behaviour.
2. Ethical and Sustainability Considerations in FMCG Organizational Buying: Discussion of ethical and sustainable practices in FMCG purchasing decisions, Examination of how organizational buyers consider factors like environmental impact, social responsibility, and ethical sourcing in their buying behaviour.