Marketing Management
Answer All Questions. Each answer to your question requires examples to support your analysis. Your exam requires you to answer individually; this is not a group work/test.
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1. The marketing research process consists of definite set process to help make decisions. Explain each step-in detail with examples.
2. Explain the purpose of the two complementary approaches to measuring marketing productivity. How have you used it in your marketing plan. In addition, find an example of an organization that has used this approach.
3. The value chain is a tool for identifying key activities that create value and costs in a specific business. Identify the value chain activities first for your project and second, explain the concept using an example.
4. According to one view, holistic marketing maximizes value exploration by understanding the relationships between the customer's cognitive space, the company's competence space, and the collaborator's resource space; maximizes value creation by identifying new customer benefits from the customer's cognitive space. Define and explain this concept. what is the purpose of understanding the cognitive part of the customer? How has Apple or Amazon utilized this concept to their advantage or they have failed to use this concept?
5. The corporate strategy establishes the framework within which the divisions and business units prepare their strategic plans. Setting a corporate strategy means defining the corporate mission, establishing strategic business units (SBUs), assigning resources to each, and assessing growth opportunities. Explain with examples how this concept helps an organization with its marketing plan. Describe how you plan to use this concept in your project.
6. In the social-cultural arena, marketers must understand people's views of themselves, others, organizations, society, nature, and the universe. They must market products that correspond to society's core and secondary values and address the needs of different subcultures within a society. Use PESTEL to analyze this question, use examples to support your answers.
7. In the political-legal environment, marketers must work within the many laws regulating business practices and with various special-interest groups. How do you navigate this maze? Please use examples of Ford, Apple and Samsung to answer.
8. The marketing research process consists of defining the problem, decision alternatives; and research objectives; developing the research plan; collecting the information; analyzing the information; presenting the findings to management; and making the decision. Explain in detail
each step with an example. Second, what is the process you have set up for your class project?
9. Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Marketers play a key role in achieving high levels of total quality so that firms remain solvent and profitable. How do you achieve quality and what are the steps in attaining quality for your product.
Company Case 1 - In-N-Out Burger: Customer Value
Answer the following questions in detail:
1. Describe In-N-Out in terms of the value it provides for customers.
2. Evaluate In-N-Out's performance relative to customer expectations. What is the outcome of this process?
3. Should In-N-Out adopt a high-growth strategy? Why or why not?
4. With so many customers thrilled by In-N-Out's " no-change" philosophy, why don't more burger chains follow suit?
Case 2- Dyson: Solving Customer
Answer All Questions in Detail with examples
1. Write a market-oriented mission statement for Dyson.
2. What are Dyson's goals and objectives?
3. Does Dyson have a business portfolio? Explain.
4. Discuss Dyson's marketing mix techniques and how they fit within the context of its business and marketing strategy.
5. Is Dyson a customer-centered company? ExplainThere is 10 questions that needs to be answer only 5 of them.
NoteThere is 2 Case study that needs to be choose one of them and answer the questions on the bottom of the case study.