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Marketing Management
1.
In what ways do the
reference programs create added value for Siebel’s and Sun Microsystems’ B2B
customers?
2. How might the reference programs help Siebel and
Sun Microsystems predict demand for their products?
- How
do you think the global reach of the Internet has affected the youth
market at which MTV is aimed? Does this make it more or less difficult to
devise programming that crosses borders? Why?
- What
should MTVNI do to ensure that cultural traditions and varying styles of
humor don’t negatively affect any of its new international programming?
- Find
an upcoming film that has an official Web site. What feature does the site
have? Which ones are designed to deliver information to the public and
which are designed to capture information? How successful do you think
this site will prove to be as a marketing research tool? Why?
- How
can filmmakers control the information that appears on the internet?
Should they take these steps why or why not?
- If
Toyota was to broaden its target market for Scion, which segment or
segments might the film include?
- How would you describe Toyota’s positioning
strategy for the Scion?
- One
industry consultant argues that cereal companies should be focusing on
new-product innovations instead of on ways to repackage the same old
products. Do you agree? Why or why not? Support your answer with evidence
from the case or from your reading of the chapter.
- How
can cereal manufactures reposition their brands in light of today’s hectic
lifestyles and even changes in eating habits (like carb avoidance as
advocated by the Atkins diet)? What would it take for you to perceive dry
cereal as a convenient and healthy food? How do you think companies like
Kellogg’s could use your answer to persuade the general public
Marketing Management
1)
A leading American fast food company, which specializes in sandwiches and
coffee, wishes to
enter
the Indian market. Having engaged you as consultant to scan the competition for
them and
identify
existing opportunity, what products and firms would you consider as its
competitors?
What
scanning techniques would you apply to analyze competition and submit the
report?
2)
One of the erstwhile leaders in the consumer entertainment electronics has
hired your services
as
a marketing consultant to advice on possible diversification. The company has
been
considering
several products for diversification; some of these are manufacturing and marketing
dish
antennas, creating a new entertainment company, or entering into feature film
production.
Evaluate
these new product opportunities and give your recommendation to the company
with
proper
justification.
3)
If you are the purchase manager of an engineering company and you are required
to buy
consumables,
spare parts, and machine tools, how would you use the Internet for buying these
items
and how would you evaluate the credibility of a vendor on the website?
4)
If you are the purchase manager of an engineering company and you are required
to buy
consumables,
spare parts, and machine tools, how would you use the Internet for buying these
items
and how would you evaluate the credibility of a vendor on the website?
5)
A company wishes to launch a new toothpaste which can effectively prevent
cavities and tooth
decay.
But the toothpaste market is highly crowded with multiple brands. Assume you
were to
evolve
a marketing communication strategy. Which appeal will you use and why?
6)
“The Indian market is in a growth phase yet the profit margins are declining
but costs to serve a
customer
are increasing every day”.Given this situation many retail stores seem to be
closing
their
shops in the Malls of Gurgaon. If you were to advise Pizza Hut which is one such
retail
outlet
what advice will you give? What advice will you give to mall management?
7)
What is strategic orientation? How relevant is it in the contemporary Indian
environment?
8)
The cable television industry is a relatively new industry in the country. It
has been growing at a
high
rate but is beset with several problems. A leading news magazine has decided to
diversify
into
cable and satellite television and has appointed you as its marketing manager.
How will you
position
your products? Whom would you target? What marketing strategy will you like to
evolve
to
gain a foot hold in the market?
Marketing Management
- From a marketing perspective, what has
Guinness done to ensure its longevity?
2. How would you characterize the Guinness brand?
3.
What could Guinness
do to attract younger drinkers? And to retain its older loyal customer base?
Can both be done at the same time?
4. Is the quick- pour concept a good or bad idea? Why?
- Discuss the micro and macro forces that are
affecting the music industry.
- Based on this
analysis, what strategic options would you recommend for both music
publishers and music retailers in the current marketing environment?
Discuss the advantages and
disadvantages associated with online distribution from a music label’s perspective.
1.} From a
brand-building perspective, television advertising has two particularly
important strengths. List and briefly explain these strengths.
2.} Prior research
has shown that although consumers may have fairly good knowledge of the range
of prices involved, surprisingly few can recall specific prices of products
accurately. When examining products, consumers often employ reference prices.
List the possible prices consumers use as their “reference.”
3.} Brands can be
differentiated on the basis of many variables; however, four differentiation
strategies are
emphasized in the text. List and briefly characterize the three differentiation
strategies.
Marketing Management
1.
What elements of promotion mix would be more appropriate for the company to
market blood pressure instruments, and why?
2. What should be
the long run promotional strategy for the company?
1. Discuss the micro and macro forces that are affecting the
music industry.
2. Based on this analysis, what strategic options would you
recommend for both music publishers and music retailers in the current
marketing environment?
3. Discuss the advantages and disadvantages
associated with online distribution from a music label’s perspective.
Marketing Management
1. In spite of the rapid growth of marketing
research, many companies still fail to use it sufficiently or correctly. List
and briefly discuss five reasons why this might happen.
2. Brands
can be differentiated on the basis of many variables; however, four differentiation
strategies are emphasized in the text. List and briefly characterize the three
differentiation strategies.
3. Prior research has shown
that although consumers may have fairly good knowledge of the range of prices
involved, surprisingly few can recall specific prices of products accurately.
When examining products, consumers often employ reference prices. List the
possible prices consumers use as their
“reference.”
4. What are the three
types of costs a company might incur? How do they differ?
5. From a
brand-building perspective, television advertising has two particularly
important strengths. List and briefly explain these strengths.
6. Assume
you are a marketing manager that wishes pursue a process of strategic brand
management. List the four main steps that you would most likely go through to
accomplish this task.
7. How do opinion leaders mediate the affect of
mass communications?
8. Give an example of a
“branded customer experience.”
Marketing Management
1.
“Marketing research is the key to the success of a company.” Discuss the above
statement, keeping in view an example of the recent past where application of
market research helped in formulating the
right
marketing strategy.
2.
Identify the advertising medium which is more effective in terms of cost and
reach in relation to other media available to the marketer. Illustrate your
responses with a specific advertising campaign.
3. As
the marketing chief of a highly progressive herbal skin care company, poised to
tap and penetrate the south Indian market, what kind of marketing organization
you like to evolve?
4. All
organization needs marketing”. Do you agree with this statement? If so, give
reasons in support of your answer along with relevant examples from business
and non-business sectors.
5.
Define the term marketing. Discuss the scope and appropriateness of marketing
function in satisfying human needs and wants. Given suitable examples.
6. Are
intermediaries and their functions necessary aspects of marketing channels?
Give reasons
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