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MBA580 Marketing Management Winter Quarter 2014 Final Exams




Question;The Modern Philosophy of Higher EducationMBA580 Marketing ManagementThe Modern Philosophy of Higher EducationEton UniversityCollege of Business and ManagementMBA580 Marketing Management Final ExamAcademic Year 2013\2014Winter Quarter 2014InstructionsAnswer the following questionsThis examination accounts for 60% of the course assessmentYou are permitted to use your course book, and e-library resources.There are two Sections A and B in the exam. Attempt any six questions from SectionA. The questions in section A carry 60 marks, All questions carry equal marks. Thequestions in sections B are compulsory. The questions in section B carry 40 marks.The final grade is out of 100, 60 out of 100 is a satisfactory grade for success.Make sure your full name is on your answer sheet.Good LuckThe Modern Philosophy of Higher EducationSection A60 marksAttempt any SIX questions of the following1. Explain in details the factors that influencing customer behavior?2. Define marketing management and discuss what is been marketed most for the 21 century?3. Discuss brand equality in details?4. Discuss in details customer relationship management (CRM)?5. How do you identify competitors?6. What is the product planning? Also discuss nature and contents of marketing plan?7. Briefly explain buying decision process, the five stage model.The Modern Philosophy of Higher EducationSection B40 marksRead the given cases, and then answer the question\s below.CASE 1The very name Louis Vuitton makes me think of luxurious fashion accessories made of the finestquality, champagne and money. Their products are for the rich and famous or at least the verywealthy consumers. I visited the Louis Vuitton we bsite to preview the Fall/Winter 2013 collectionand was still amazed at how much their products sell for (Fall/Winter Collection 2013, 2013). So Iwould venture to say that the LV monogram is still for the elite customer who has the money to payfor the highest quality. The niche is the very finest quality. So as long as they continue to produce asthey have in the past ? they will continue to have the following that they currently have. The LVmonogram stands for the finest quality.As far as staying fresh Louis Vuitton has brought in young designers and artists to revitalize theirimage to attract younger buyers, although it still maintains the classic styles. The company has usedseveral high profile models, celebrities, billboards, ads, and the LV Cup t o market the products. Thestandard of quality remains the focus to make sure there are no imperfections with their productsand you can order personalized engraving on several of the products. The pricing remains solid andthey do not offer reductions in pricing although there are many outlet stores selling items that maybe the counterfeit items.The company is continuing to make new products and add new products to their portfolio asevidenced on their website showing the new Spring & Fall collections fo r 2013 and the latest Fall &Winter Collections for 2013 (Fall/Winter Collection 2013, 2013). They are focused on growing theirstrong markets like Japan and Europe and expanding their luxury brand in their markets in Chinaand India. (Kotler & Keller, 2012)According to Luxury Institute News, 60% of wealthy consumers, particularly those with higher levelsof wealth,...Answer the Following QuestionsQ1. How does an exclusive brand such as Louis Vuitton grow and stay fresh while retaining itscachet?Q2. As a brand manager you would like to have your brand be protectable. Explain what you meanby "protectable" and give an illustration.The Modern Philosophy of Higher EducationCASE 2This case study primarily deals with Tata Tea?s Social-Cause Marketing (SCM) initiative, Jaago Re!(Wake Up) campaign and can be used for debating and discussing on, at what stage of the brandlife cycle, companies can take up SCM programmes. Tata Tea?s initial advertising campaignsprimarily communicated the physical and functional aspects of the brand like packaging, freshness,taste, energy, etc. However, after attaining market leadership (in terms of volume share), Tata Teaelevated its communication efforts to the self -actualization level and positioned itself as a catalystfor social-awakening, through Jaago Re! campaign. As part of this campaign, Tata Tea airedcommercials on social problems ? corruption, bad roads, irresponsible politicians, etc.Answer the Following QuestionsQ1. What has been the impact of this campaign on the brand's image, customer loyalty, sales, etc.?Q2. Can this campaign help Tata Tea brand maintain its market leadership in the long run?CASE 3The ramifications of GM?s bankruptcy spread across the globe deterring the effective functioning ofGM?s subsidiaries. As the bankruptcy and restructuring plan was pending and yet to be ap proved bythe US court, the subsidiaries across the globe had to figure out their new status ? if in or out ofbusiness. One such subsidiary is General Motors India (GMI). When the parent company filed forbankruptcy, GMI launched an aggressive media campa ign the very next day to reassure thecustomers, dealers and franchisees about its immunity to the parental company?s bankruptcy. Themanaging director of GMI, Karl Slym became a constant traveller with a mission to protect thebrand image of Chevrolet (Chevy) in India by launching an open media campaign with the tag line,?There for you. There for India?. This case study also attempts to delve into the intricacies of theturmoil faced by GMI and the immediate brand protection and rebuilding strategies adop ted byKarl Slym in his ?Mission Chevy?.Answer the Following QuestionsQ1. What happens to a subsidiary when the parent company files for bankruptcy, especially whenthe subsidiary?s products are manufactured, sold and serviced in a foreign country?Q2.What should the head of such a subsidiary do in the face of bankruptcy looming large on theparent company?


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