FINAL EXAMINATION OCTOBER 2022
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FINAL EXAMINATION OCTOBER 2022
FacultyBUSINESS & ACCOUNTANCY
Program: DBA PROGRAM
Module: MARKETING PHILOSOPHY AND STRATEGY
Semester:
Date: 22TH OCOTBER 2022
Time Allowed: 2 HOURS
Start:2.30 PMFinish:4.30 PM
SUBMISSION DATELINE: 25TH OCOTBER 2022.
Instructions to Candidate
Answer THREE (3) of FIVE (5) Questions from PART A (60 marks).
Answer only TWO (2) of THREE (3) Questions from PART B (40 marks).
No scripts or answer sheets are to be taken out of the Examination Hall.
STUDENT ID
DO NOT OPEN THIS QUESTION PAPER UNTIL INSTRUCTED
PART A
Answer Three (3) Questions of five (5) questions. (3 X 20 = 60 marks)
Question 1
(a) Explain the elements of marketing mix. (10 marks)
(b) What are the distribution channels? Explain the three levels of distribution intensity?
(10 marks)
Question 2
A product has the life cycle that is considered as a useful marketing tool.
Distinguish the stages of a product life cycle. (10 marks)
Suggest marketing strategies for a newly introduced product, based on the product life cycle concept. (Consider only the first two stages of the product life cycle). (10 marks)
Question 3
Pricing decision needs to consider several factors.
Elaborate three basic factors of price decision. (10 marks)
What are the drawbacks of the pricing practices ? (10 marks)
Question 4
Marketing is increasingly important in todays business.
How do you understand the term marketing concept (10 marks)
Marketing is more than the customer orientation. Critically evaluate the statement, with the examples from the real world. (10 marks)
Question 5
The promotion tools used to be integrated under a marketing communication program.
Distinguish between Push strategy and Pull strategy in the development of a marketing communication program. (10 marks)
Suggest the promotion tools for the launch of new MBA program in Malaysia/China by a well reputed university. (10 marks)
PART B
Need to answer only 2 out of 3 (2 X 20 = 40 marks)
Case Study 1 Blue Ocean Strategy
Referring to the literature review of Impact of Blue Ocean Strategy on Organizational Performance : A Literature Review Toward Implementation logic.
Evaluate and analyze the literature and highlight the key takeaways for management to practice in the real world. (5 marks)
Please give examples in comparing between ROS and BOS. (5 marks)
What is the relevance of applying BOS in organization. (5 marks)
Give some examples of company or brand which had successfully implemented BOS?
(5 marks)
Case Study 2 Coca Cola
Referring to the video review on Coca -Cola :
Explain the background of Coca-Cola and why it is such a relevant brand. (5 marks)
List down the various sister brands and companies under Coca-Cola. (5 marks)
Discuss the innovation strategies that the brand adapts. (5 marks)
Summarize the challenges faced by Coca-Cola. (5 marks)
Case Study 3 Taj Hotel
The video shown in class mainly focusses on why did the Taj employees stay at their posts (during the attacks), jeopardizing their safety in order to save hotel guests and how can that level of loyalty and dedication be replicated elsewhere. Not even the senior managers could explain the behavior of these employees, Deshpande is quoted as saying in HBS Working Knowledge. A forum on the facultys research and ideas.
It shows how leadership displayed by people in the bottom rank to the top levels in the organizational hierarchy helped in saving lives. Please explain the three steps taken by management they did right. (10 marks)
How can the hotel manage the post-crisis recovery of a flagship corporate brand?
(10 marks)
Due on 30/10/2022
Please sent your answers to:
iqbalshaharom@lincoln.edu.my012-5018808 (Malaysian Number).
YOUR ANSWERS SHOULD BE IN PDF FILE FORMAT and pages numbered.
