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Final Exam Question

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109 views

Final Exam Question

Uploaded by

Nazifa Anzum
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 6

Date: 22/10/2020

AHSANULLAH UNIVERSITY OF SCIENCE AND TECHNOLOGY


Department of Mechanical and Production Engineering
Program: B.Sc. in Industrial and Production Engineering
Semester Final Examination, Fall-2019

Part-A
Year: 4th Course No: IPE 4023
Semester: 1st Course Name: Marketing Management
Time: 2 (Two) hours Full marks: 40

Use separate answer script for each section


Instructions: i) Answer script should be hand written and should be written in A4 white paper.
You must submit the hard copy of this answer script to the Department when the
university reopens.
ii) Write down Student ID, Course number, and put your signature on top of every
single page of the answer script
iii) Write down page number at the bottom of every page of the answer script.
iv) Upload the scan copy of your answer script in PDF format at the respective site
of the course at google classroom using institutional email within the allocated
time. Uploading clear and readable scan copy is your responsibility and must be
covered the full page of your answer script.
v) You must avoid plagiarism, maintain academic integrity, and ethics. You are
not allowed to take any help from another individual and if taken so can result
in stern disciplinary actions from the university authority

Page 1 of 6
SECTION-1
The answer script of this section will be uploaded to the concerned course teacher google classroom.

Instructions: i) Before uploading rename the PDF file as


CourseNo_StudentID_PartNo_SectionNo
eg. IPE4023_180107001_partA_section1.pdf
IPE4023_180107001_partA_section2.pdf
ii) There are 3 (Three) Questions in each section, Answer any 2 (Two) from
each section
iii) Marks allotted are indicated in the right margin
iv) Necessary charts/tables are attached at the end of the question paper
v) Assume any reasonable data if needed
vi) Symbols and characters have their usual meaning

Question 1. [Marks: 10]

a) “Demands sets a ceiling on the price the company can charge for its product while costs set [4]
the floor” – Analyze this statement using your own examples.

b) Suppose, you have joined as a marketing manager of a reputed company “Unilever [6]
Bangladesh”. How can Unilever Bangladesh segment its consumer market for Bath Soap?
Evaluate your proposed segmentation based on the “Effective Segmentation Criteria”.

Question 2. [Marks: 10]


a) Peter Drucker said “The aim of marketing is to know and understand the customer so well [4]
that the product or service fits him and sells itself” – Debate on this statement by using your
own examples.

Page 2 of 6
b) What are the reasons for "Markup pricing" being popular? Suppose, a fast food restaurant has [6]
the following costs and sales expectation for its burger:

i) variable cost = 100 BDT per burger


ii) Overall fixed costs = 2,00,000 BDT
iii) Expected sales = 5,000 burgers

Now, assume the manufacturer wants to earn a X% (where, X = Last 3 digit of your ID)
markup on sales. What should be the price of each unit of burger?

Question 3. [Marks: 10]


a) Differentiate between Momentum brand and Leadership brand based on BrandAsset® [4]
Valuator (BAV) Model with suitable examples.

b) What are the requirements for successful co-branding? Evaluate the co-branding between Uber [6]
and Spotify.

Page 3 of 6
SECTION-2
The answer script of this section will be uploaded to the concerned course teacher google
classroom.
Question 4. [Marks: 10]

a) Why television ads are the most powerful advertising medium than Radio ads? Explain with [3]
a proper example.
b) Prepare a set of questionnaire (at least 6 questions) intended to reveal whether college student [7]
is a good prospect for a new laptop. Assume the purpose of this questionnaire is to obtain
information that could be used to help increase sales of laptops to college students. In addition,
the research should fulfill the requirements to be called as a ‘Good Marketing Research’.
Select proper plan using suitable research approach. Would you use the same questions on a
mail questionnaire as in a personal interview? If not, what questions would you use if you
were going to mail the questionnaires to the respondents?

Question 5. [Marks: 10]


a) Why marketers continue to have a hard time understanding, predicting, and explaining [3]
consumer behavior?
b) Consider you as a salesperson for a company that sells maintenance items used in keeping a [7]
manufacturing plant running. There is a large plant in your territory that buys 65 percent of its
products from one competitor and the other 35 percent from another competitor. What could
you do to try to make a sale in that plant if they have never purchased from you before? How
would your answer change if you were the 35 percent vendor and wanted to increase your
share of the buyer’s business? Would your answer change if you were the other vendor?
Analyze the scenario with proper reasoning.

Question 6. [Marks: 10]


a) Discuss the importance of ‘Expectancy Value Model’ for evaluating different alternative in [3]
a buying decision.
b) Identify a product that you feel is in the maturity stage of a product life cycle. Now from this [7]
point onwards, the product can move to the decline stage or to an extended maturity stage
based on whether measure being taken or not. Propose a detail advertising campaign to ensure
the smooth transition of the product into extended maturity stage.

Page 4 of 6
Date: 22/10/2020

AHSANULLAH UNIVERSITY OF SCIENCE AND TECHNOLOGY


Department of Mechanical and Production Engineering
Program: B.Sc. in Industrial and Production Engineering
Semester Final Examination, Fall-2019

Part-B (Open book exam)


Year: 4th Course No: IPE 4023
Semester: 1st Course Name: Marketing Management
Submission deadline: Next day 6.30 pm Full marks: 20

Use separate answer script for each section


Instructions: i) Before uploading rename the PDF file as
CourseNo_StudentID_PartNo_SectionNo
eg. IPE4023_180107001_partB_section1.pdf
IPE4023_180107001_partB_section2.pdf
ii) Answer all the Questions
iii) Marks allotted are indicated in the right margin
iv) Necessary graphs/tables are attached at the end of the question paper
v) Assume any reasonable data if needed
vi) Symbols and characters have their usual meaning

SECTION-1
The answer script of this section will be uploaded to the concerned course teacher google
classroom.
Question 1. [Marks: 10]

a) Suppose, you are the Marketing Manager of a new smartphone manufacturing company. The [10]
company is planning to launch a new smartphone in Bangladesh. Your task is to oversee all
the marketing related activities of this new smartphone.
i) Describe the ‘Product differentiation’ and ‘Service Differentiation’ those you want to
offer for this new smartphone.
ii) Propose the brand elements for the new smartphone (Brand name, Symbol, Slogan).
Justify the brand elements fulfill the six criteria of choosing brand elements.
iii) Set a price for this new smartphone based on the six steps in Setting a Pricing Policy.

Page 5 of 6
SECTION-2
The answer script of this section will be uploaded to the concerned course teacher google
classroom.
Question 2. [Marks: 10]

a) Shulton Company launched Procter & Gamble’s Old Spice, a major competitor in the male [10]
personal care sector, in 1938. Although Old Spice was tagged as an Old Man's Product since
the 1970s, the product maintained its market leader position until early 2000. Ever since P&G
acquired Old Spice in 1990, it has been aspiring to give Old Spice a spicy and younger appeal.
Reasons for revamping its historic image with generation X has become stronger with the
success of Axe, an offering from its competitor - Unilever, in 2004. Old Spice still in its
struggle to regain its lost leadership status, is trying to make its old sailor whistle a new tune.
In order to reposition the brand, provide a proper plan while positioning the Old Spice's new
range of product on differentiation strategies alongside a newly designed bull’s eye and a
robust positioning statement to revamp its Old Spice brand, with a strong focus to retain its
legacy.

Page 6 of 6

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