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Note: Attempt any five questions. All questions carry equal marks.
Q. No.1 What marketing recommendations would you make to enterprise
to help it improve its marketing strategies?
Ans .
There are following marketing recommendations improve marketing strategies.
1. A marketing strategy specifies a target marketing and related marketing
mix. It is big picture of what a firm will do in some market.
2. A product can have many different features and quality levels. Service
level can be adjusted. The package can be off various sizes, colors or
materials.
3. The brand name and warranty can be changed.
4. Various advertising media newspapers, magazines, radio, , televisions ,
billboards may be used .
5. A company own sales, force or other sales specialists can be used.
6. A company own sale force or other sales specialists can be used.
7. Different prices can be changed.
8. Price discounts may be driven, and so on . With so many possible variables,
the question is there any of simplifying the section of marketing mix.
9. The Company has to increase its network because existing network is
unable to give the services required. Since the customers are increasing so
the voice quality should also increase.
10-The company should improve its customer services in order to retain its
existing customers.
11-It should get rid of the extra staff it has at the moment.
12-The company should impart training to its existing employees so that they
get themselves ready for the tough competition that is coming forth.
13-It is very important for the company to reduce its communications
problems before they become too monumental to be handled.
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and effective marketing program. The decision to position the product on high
performance quality will mean that the seller must charge a higher price to cover
higher costs.
29- Costs set the floors for the price that the company can charge for ties
product. The company wants to charge a price that both cover all its costs for
producing.
strategy.
30- Management must decide who within the organization should set price
companies handle pricing in a variety of ways. In large companies pricing is
typically handled bogy divisional or produced line managers. In doctrinal markets
salespeople may be allowed to negotiate with customers within certain price
ranges.
31- to starts price planning begins with an analysis of costs and expense, many
of which are related to current market conditions.
32- when target market is price conscious, a company can use a lower price to
appeal to that market.
Q.No. 2
Name some organizations you determine are following the marketing
concept. Also explain how you made this determination.
Ans
There is following organizations use marketing concept.
1- Wah Nobles group of companies
2- U-Fone.
3- Dentonic Tooth paste
1- Wah Nobles Chemicals using marketing concept .
Functions of marketing department
Marketing department of the Wah Nobel Group of Companies arrange weekly
meeting for making their work more efficient.
Product Planning
The company WNGC has to face serious competition in the market. Keeping the
tradition of quality manufacturer, the group is committed to manufacture
products, which may match the standard and specification of specific products.
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Product development
Product Development into the market is a next step. This may be summed up
into this question. How a product affects and how it should be marketed. For this
purpose the management considers the following steps: Analyzing the internal environment
Analyzing the external environment
Considering the main objects and goals
Arranging about program plans
Development business strategies
Making arrangement for implementation
For controlling functions monitoring the feed back.
Product Pricing
In managing the price element organization faces the task of setting a price,
management must decide on its prices goal and then set the base price for a
good or service.
Penetrating Pricing
For the company, there is greater competition in the marketing of some chemical
products such as Acetic Acid, Butyl Acetate, and Ethyl Acetate, so the company is
following penetrating pricing strategy and companies such product prices are
somewhat lower than its competitors. The international prices of imported
products are slackening down which result a serious problem for this company to
set its products prices.
2- U-Fone using marketing concept
The
launch
was highly
competitive. The cell phone industry is expanding and there is no looking back,
according to a survey every mobile user after eight users is a GSM user and there
is a constant rise in the users and there usage rate is increasing day by day and
so is the industry size.
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According to another survey every person who is a mobile user does not
want to let go its use and the ones who do not have it have a will to have it. So,
it is on safe side to say that the entire industry is growing tremendously.
UFone has differentiated its target market and product line by
including post paid and prepaid packages such as, Josh, Tazba, Rabta, Asaish,
Lajawab etc. The prepaid packages are very much affordable and are positioned
to target the lower end market.
As, I conclude that Every Mobile Phone service was targeting higher
and affluent class.
UFone: Your very own mobile phone.
For the first time every common person had a change to have a mobile of it
3-DENTONIC TOOTHPASTE USING MARKETING CONCEPT
There are four elements of marketing mix concept use DENTONIC
TOOTHPASTE.
Product
price
Placement
Promotion.
Product:
We have chosen Dentonic because our research shows that most of the people
know Dentonic very well. By using this product, people would easily recognize
Dentonic as the company, which has served them for decades and has satisfied
their needs. Therefore any new product by them would never be ignored because
of the loyalty people have with the old things.
Varieties:
Weve thought of installing Dentonic initially in one variety only, which is the mint
flavor.
SIZE:
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Initially well be introducing a large size pack of seventy grams. Later on well
plan to introduce a small size pack as well as family size if its successful.
Design:
Well use the same design as that of Dentonic tooth powder, which has a
multitude of yellow and green color.
PACKING:
As we know its one of the major factors in promotion of the product. A good
packaging encourages impulse buying along with the fact that it attracts the
customers eyes and attention towards itself. Therefore, weve made an attractive
pack of Dentonic toothpaste the important features of our packaging are as
follows.
1. Price ;( which is clearly written on the pack.) Its effect would be that
the customer at first sight of the product would be able to assess its
value and would itself do the work of a sales person.
2. Some information relating to the use of the product and benefits etc
would be given in the pack.
3. Company name and P.O box number shall be given in front. So that if
any customer or the retailers etc if have any query than they could
easily contact the manufactures or the whole sellers for their urgent
problem.
4. Another thing is that the package shall be attractive which weve
taken form the original Dentonic parent product, which is quite
attractive. And weve used family packing, such as the one that
already exists in the original Dentonic so as to create a familiarity
with the original Dentonic product.
IMPORTANT FEATURES OF DENTONIC:
1. Its a low price high quality product.
2. The regular use of the Dentonic toothpaste twice a day prevents from
bacteria
3. Its available in a flexible plastic tube, which is soft packing that helps the
ejection of the paste a lot easier. This feature has never ever before been
introduced in a low priced toothpaste. Were the first one to introduce it.
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Market development
A strategy for company growth by identifying and developing
new market segments for current company products.
Second Levi Straus management might consider possibilities
for market development identifying and developing markets for its current
products. For instance mangers could review new demographic markets.
Children senior consumers women ethnic groups to see if any new groups
could be encouraged to buy Levi products for the first time or to buy more of
them. For example Levi recently launched new advertising campaigns to boost
its jeans sales in female and Hispanic markets.
Product development
It is Strategy Company modified or new products current market
segments. Third management could consider product development offering
modified on new products to current markets. Current Levi products could be
offered in new styles sizes and colors. Or Levi could offer new lines and launch
new brands of casual clothing to appeal to different users or to obtain more
business from current customers. This occurred when Levi introduced its
Dockers line.
Diversification
It is strategy of company growth by starting up or acquiring
businesses outside of companys current products and market. Fourth Level
Strauss might consider diversification. It could start up or buy businesses
outside of its current products and markets. For example the company could
move into means fashion recreations and exercise apparel or other related
business.
Planning functional strategies
A company strategic plan establishes what kinds of businesses
the company will be in and its objectives fore each. Then within each business
unit more detailed planning must take place. The major functional
departments in each unit marketing fianc accounting purchasing
manufacturing information systems human resources and others must work
together to accomplish strategic objectives.
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ability to satisfy them these same factors guide the companies over all mission
objectives.
Marketing and the other business functions
Marketing play an important role in delivering customer value and
satisfaction. However marketing cannot do this alone. Because consumer value
and satisfaction are affected by the performance of other functions all
departments must work together to deliver superior value and satisfaction
Marketing plays and integrative role to help ensure that all departments work
together toward this goal.
Conflicts between departments
Each business function has a different view of which public
and activities are most important. Operations focuses on suppliers and
productions finance is concerned with stockholders and sound investment
marketing emphasizes consumers and products pricing promotion and
distribution ideally the different functions should work in harmony to product
value for consumers.
But in practice departmental relations are full of conflicts and
misunderstandings the marketing department takes the consumers point of
view however actions taken to improve customer satisfaction can increase
purchasing costs. Disrupt production schedules increase inventors and create
budget headaches.
Q.No. 4
(a)Contrast the general approaches to setting price.
(b) Discuss the key issues related to initiating and responding to price
change.
Ans part (a)
General pricing approaches
The price the company charges will be somewhere between
one that is too low to produce a profit and one that is too high to produce any
demand. The company must consider competitors prices and other external
and internal factors to find the vest price between these two extremes.
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has been reduced. Or you might think that the price welcomes down even
further and that it will pay to wait and see.
Competitor reactions to price changes
A firm considering a price change has to worry about the
reactions of its competitors as well as its customers competitors are most
likely to react when the number of firms involved is small when the product is
uniform and when the buyers are well informed.
Responding to price changes
Here we reverse the question and ask how a firm should respond
to a price change by a competitor. The firm needs to consider several issues.
Why did the competitor change the price? Wears it to take more market share
to sue excess capacity to met changing cost conditions or to lead an industry
wide price change is the price change temporary or permanent. What will
happen to the companys market share and profits and it does not respond are
other companies going to respond and what are the competitors and other
firms responses to each possible reaction likely to be.
Besides these issues the company must make a broader analysis
it has to consider its own producers stage in the life cycle the reproducers
importance in the companys product mix the intentions and resources of the
competitors and the possible consumer reactions to price changes the
company cannot always make an extended analysis of its alternatives at the
time of a price change however the competitor may have spend much time
preparing this decision but the company may have to react within hours or
days. About the only way to cut down reactions time to plan ahead for both
po9ssible competitors price changes and possible responses.
The ways a company might assess and respond to a
competitors price cut. Once the company ahs determined that the competitor
ahs cut as price and that this price reduction is likely to harm company sales
and profits a might simply decide to hold its current price and profit margin.
The company might believe that it will not lose too much market share or that
it would lose too much profit if it reduced its own price.
It might decide that it should wait and respond when it has
more information on the effects of the competitors price change. For now it
might be willing to hold on to good customers while giving jump the poorer a
new to the competitor. The argument against this holding strategy, however is
that the competitor may get stronger and more confident as its sales increase
and that the company might wait too long to act.
If the company decides that effective action can and should be
taken it might make any of four responses first it could reduce its price too
much the competitors price. It may decide that the market is price sensitive.
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And hat it would lose too much market shares to the lower priced competitor.
Or it might worry that recapturing
lost market share later would be too
hard. Cutting price will reduce the companys profits in the short run. Some
companies might also reduce their product quality services and marketing
communications to retain profit margin but this will ultimately hurt long run
market share. The company should try to maintain its quality as it s cuts
prices.
Q. No. 5
Illustrate the need for balancing customer and competitor orientations in
becoming a truly market centered organization.
Ans
Balancing customer and competitor orientations
Whether
Nicher it must watch
marketing strategy that
its strategies to the fast
This question now arises can the company spend too much
time and energy tracking competitors damaging its customer orientation. The
answer is yes a company can become so competitor centered that it loses its
even more important customer focus.
Competitor centered company
A competitor-centered company is one that spends most of its time
tracking competitors moves and market shares and trying to find strategies to
counter them. This approach ahs some pluses and minuses. On the positive side
the company develops a fighter orientation. It trains its marketers to be and a
constant watching for weaknesses in there own position and searching out
competitors weaknesses.
On the negative side the company becomes too reactive. Rather than
carrying out its own customer oriented strategy it bases its own moves on
competitors moves. As a result because so much depends on what the
competitors do the company does not move in a planned direction toward a goal
it may end up simply matching or extending industry practices rather than
seeking innovative new ways to bring more value to customers.
A customer-centered company by contrast focuses more on
customer developments in designing its strategies. Clearly the customercentered company is in a better position to identify new opportunities and set
long run strategies that make sense. By watching customer needs evolve it
can decide what customer groups and what emerging needs are the most
important to serve than concentrate its resources on delivering superior value
to target customers in practice todays companies must be market centered
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companies watching both their customers and their competitors. They must
not let competitor watching blind them to customer focusing.
Market centered company
In the first stage they were product oriented paying little
attention to either customers or competitors. In the second stage they became
customer oriented and started to pay attention to customers. In the third
stage when they started to pay attention to competitors they became
competitor oriented.
Today companies need to be market oriented paying balanced
attention to both customer and competitors. Rather than simply watching
competitors and trying to beat them on current ways of doing businesses they
need to watch customers and find innovate ways to deliver more value than
competitors do. A market orientation pays big dividends one study found a
substantial positive relationship between a companies marketing oriented and
its profitability relationship that held regardless of type of business or market
environment.
Q.No. 6
( a) Define consumerism and environmentalism and explain how they
affect marketing strategies .
(b) Explain the role of ethics in marketing.
Ans part (a)
Consumerism
American business firms have been target of organized
consumer movements on three occasions. The firs consumer movement took
place in the early 1900s. It was fueled by rising prices Upton Sinclairs writings
on conditions in the meat industry and scandals in the drug industry the
second consumer movement. In themed 01930s was sparked by an upturn in
consumer prices during the great depression and another drug scandal.
The third movement begins in the 1960s. Consumers had
become better educated products had become more complex and potentially
hazardous and people were unhappy with. American institutions Ralph nadir
appeared on the scene to force many issues. And other well-known writers
accused big business of wasteful and unethical practices. President John f
Kennedy declared that consumers had the right to after and to be informed to
chose and to be heard congress investment certain industries and proposed
consumer protection legislation. Since them many consumer groups have been
organized and several consumer laws have been passed. The consumer
movement ahs spread internationally and has become very strong in Europe.
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1970s. They were concerned with damage to the ecosystem caused by strip
mining forest depletion acid rain loss of the atmosphere ozone layer toxic
wastes and litter. They also were concerned with the loss of recreational areas
and with the increase in health problems caused by bad air polluted water and
chemically treated food.
The second environmentalism wave was driven by government,
which passed laws and regulations during the 1970s and 1980s governing
industrial practices impacting the environment. This wave hit some industries
hard. Still companies and utilities had to invest billion of dollars in pollution
control equipment and costlier fuels. The auto industry had to introduce
expensive mission controls in cars.
The packaging industry had to find ways to reduce litter. These industries and
others have of the resented and resisted environmental regulations especially
when they have been imposed too rapidly to allow companies to make proper
adjustments. Many of these companies claim they have had to absorb large
costs, which have made them less competitive.
Environmentalism crates some special challenges for global
marketers. As international trade barriers come down and global markets
expand environmental issues are having an ever-greater impact on
international trade Countries in North America. Western Europe and other
developed regions are developing stringent environmental standards. In the
United States for example more than tow dozen major pieces of environmental
legislation have been enacted since 1970 and recent events suggest that more
regulation is on the way. A side accord to the North American free trade
agreement NAFTA set up a commission for resolving environmental matters.
The European Unions eco Management and audit regulation provides
guidelines for environmental self-regulation.
Ans part (b)
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loud too long and too insistent. Especially bothersome is dinnertime or late
night phone calls beyond irritating consumer some direct marketers have been
accused of taking unfair advantage of impulsive or less sophisticated buyers.
Television shipping shows and programming long elaborately staged
demonstrations Claims of drastic price reductions while they last time
limitations and unequaled ease of purchase to inflame buyers who have low
sales resistance.
Invasion of privacy
Invasion of privacy is perhaps the toughest public policy issue
now confronting the direct marketing industry. These days it seems that
almost every time consumers order products by mail or telephone enter a
sweepstake alpha for a credit card or take out a magazine subscription their
names are entered into some companies already bulging database. Suing
sophisticated computer technologies direct marketers can use these database
to microsurgery their selling efforts.
Discuss the public policy and ethical issues facing discuss marketers
Direct marketers and their customers have typically
forgot mutually rewarding relationships. However there remains a potential for
customer abuse ranging from irritation and unfair practices to deception and
fraud in addition there have been growing concerns about invasion of privacy
perhaps the most difficult pubic policy issue currently facing the direct market
industry.
Companies that know about individual customer needs and
characteristics can customaries their offers messages delivery modes and
payment methods so maximize customer value and satisfaction. Answer the
following question about these companies.
a)
b)
c)
d)
e)
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Q.No. 7
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space so the marketer must tread carefully participating in subtle ways that
provide real value to participant.
Web communities can be either social or work related. One
successful work related community is agriculture online or agriculture online.
This site offers commodity prices recent farm news and chat rooms of all
types. Rural surfers can visits the electronic coffee shop and pick up the latest
down on the farm joke or join a hot discussion on controlling soybean cyst
nematodes agriculture online has been highly successful attracting as many as
five million hits per moths.
Companies can also sign on with any of a number of web casting
services which automatically download customized information to recipients
PCS. For a monthly fee subscribers to these services can specify the channels
they want news company information entertainment and others and the topics
they are interested in. then rather than spending hours scouring the internet
they can sit back while the web caster automatically delivers information of
interest to their desktops.
Web casting also know as push programming affords an
attractive channel through which online marketers can deliver their Internet
advertising or other information content. Now instead of waiting for web
surfers to stumble onto their sites and banner adds marketers a can send
animated ads directly to the desktops of target customers. Retailers such as
lands end and virtual vineyards are dabbling with such in your face methods to
notify subscribers of promotions and even send them order forms. Merchants
can approach live sales prospects and not just couch potatoes.
Web casting services such as point cast and Infusion are growing
fast and attracting can ever-increasing number of advertisers. The major
commercial online services are also beginning to offer recasting to other
members. For example American online has added a feature called driveway
that will fetch information web pages and e-mail based on members
preferences and automatically deliver it to their PCS.
However as with other types of online marketing companies must
be careful that they do not cause resentment among Internet users who are
already overloaded with junk e-mail.
Q.No.8
Write short notes on the following
(a)
Undifferentiated marketing.
(b)
Unsought product.
(c)
Product assortment.
Ans part (a)
Undifferentiated marketing
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Part (c)
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