Consumer Goods Marketing Practice Exam

About Consumer Goods Marketing
Consumer goods are products bought for consumption by the average consumer and are what a consumer will see stocked on the store shelf. Clothing, food, and jewellery are all examples of consumer goods. Basic or raw materials, such as copper, are not considered consumer goods because they must be transformed into usable products.

Consumer Goods Marketing is the promotion of products aimed directly at the public or to the individual buyer.

It refers to activities a company undertakes to promote the buying or selling of a product or service. It includes advertising, selling, and delivering products to consumers. Some marketing is done by affiliates on behalf of a company.

According to E. J. McCarthy, the 4 Ps of Marketing are a simple formula for identifying and working with the essential elements of marketing strategy.
•    Product. -  It is what a company offers consumers to satisfy a need and how the product would benefit the consumer
•    Place - Where do the potential clients have easy access to products/services as well as offer a good experience throughout the purchasing process.  
•    Price - The price of products or services
•    Promotion - All the marketing and communication actions to diffuse the benefits and characteristics of product or service within the market.

In consumer goods marketing the various categories of the product fits into are
•    Shopping products are items as clothing, furniture, electronics, etc and are purchased less frequently by consumers and marketing is typically targeted to distribution outlets such as larger or nationwide corporations.
•    Convenience products are products that consumers use frequently such as food, cleaning and personal products and which are marketed to the masses or larger segments.
•    Specialty products are higher in cost and are sought after by consumers that will spend less time comparing price tags and more time seeking value and originality.
•    Unsought products are products that are sold simply because of the way it is marketed. It may be a frivolous purchase or an impulse purchase. They are best marketed face-to-face or through an email promotion.

Why is Consumer Goods Marketing important?
Marketing is the process of teaching consumers why they should choose product or service over those of competitors, and is a form of persuasive communication. It is made up of every process involved in moving a product or service from business to the consumer.

Marketing is one of the most important things a business can do. Not only does marketing build brand awareness but it can also increase sales, grow businesses and engage customers.

Consumer Goods Marketing is important as it
•    An effective way of engaging customers
•    Build and maintain the company’s reputation
•    Build a relationship between a business and its customers
•    Acts as a communication channel to inform customers
•    It helps to boosts sales
•    Aids in providing insights about business
•    Marketing helps business to maintain a good relationship with customers by making you remain relevant.
•    Helps the management team to make informed decisions

Who should take the Consumer Goods Marketing Exam?
•    Marketing professionals
•    Business owners or Entrepreneurs in consumer goods
•    Marketing consultants
•    Anyone who wants to assess their marketing skills
•    Marketing managers and senior executives
•    Professionals working in advertisement or marketing companies
•    Students

Knowledge and Skills required for the Consumer Goods Marketing

Critical thinking and good communication skills helps candidate to gain quick success for career in consumer goods marketing.

Consumer Goods Marketing Practice Exam Objectives

Consumer Goods Marketing exam focuses on assessing your skills and knowledge in analyzing and segmenting market

Consumer Goods Marketing Practice Exam Pre-requisite

There are no prerequisites for the Consumer Goods Marketing exam.

Consumer Goods Marketing Certification Course Outline

1. Introduction To Marketing Management
1.1 Defining Marketing for the 21st Century
1.2 Core Concepts in Marketing
1.3 Marketing Environment
1.4 Company Orientation towards Market Place
1.5 The Holistic Marketing Concept
1.6 Difference between Sales & Marketing

2. Developing Marketing Strategies And Plans
2.1 Mission Statement
2.2 The Market
2.3 Competition - Direct and indirect
2.4 Sample Marketing Plan Outline

3. Capturing Marketing Insights
3.1 Marketing Information Systems
3.2 Analysing the Macro environment
3.3 Marketing Research
3.4 Measuring Marketing Productivity
3.5 Forecasting and Demand Measurement
3.6 Marketing Mix Modelling

4. Connecting With Customers
4.1 Creating Customer Value, Satisfaction, and Loyalty
4.2 Maximizing Customer Lifetime Value
4.3 Cultivating Customer Relationships
4.4 Customer Database and Marketing

5. Analysing Consumer Markets
5.1 Factors influencing consumer behaviour
5.2 Major Psychological Processes
5.3 Buying Decision Process

6. Analysing Business Markets
6.1 Organisational Buying
6.2 Business Buying Decision Process
6.3 Procurement Process
6.4 Managing B2B Customer Relationships

7. Identifying Market Segments And Targets
7.1 Levels of Market Segmentation
7.2 Approaches to Segmenting Markets
7.3 Market Targeting

8. Delivering Value
8.1 Designing and Managing Integrated Marketing Channels
8.2 Role of Marketing Channels
8.3 Analyzing Customers’ Desired Service Output Levels
8.4 Identifying Major Channel Alternatives
8.5 Managing Retailing, Wholesaling, and Logistics
8.6 Channel Integration and Systems
8.7 The New Competition in Retailing
8.8 Legal and Ethical Issues in Channel Relations
8.9 The Value Chain
8.10 Value Delivery—Companies’ Requirement

9. Consumer Goods Marketing
9.1 Consumer Goods -  Types and Characteristics
9.2 Consumer  Types and Characteristics
9.3 FMCG
9.4 FMCG vs OTC
9.5 Retail Store
9.6 Market Dynamics and Business Operation

Exam Format and Information
Certification name – Consumer Goods Marketing Certification
Exam duration – 60 minutes
Exam type - Multiple Choice Questions
Eligibility / pre-requisite - None
Exam language - English
Exam format - Online
Passing score - 25
Exam Fees  - INR 1199