IIBMS – MARKETING MANAGEMENT

IIBMS – MARKETING MANAGEMENT

1. What have been the key success factors for Nike?
2. Where is Nike vulnerable? What should it watch out for?
3. What recommendations would you make to senior marketing executives going Forward? What should they be sure to do with its marketing?

1. What have been the key success factors for Disney?
2. Where is Disney vulnerable? What should it watch out for?
3. What recommendations would you make to their senior marketing executives Going forward? What should it be sure to do with its marketing?

1. What have been the key success factors for HSBC?
2. Where is HSBC vulnerable? What should it watch out for?
3. What recommendations would you make to senior marketing executives going Forward? What should they be sure to do with its marketing?

1. What have been the key success factors for Krispy Kreme?
2. Where is Krispy Kreme vulnerable? What should it watch out for?
3. What recommendations would you make to senior marketing executives going forward? What should they be sure to do with its marketing?

1. What are the key success factors for Southwest Airlines?
2. Where is Southwest Airlines vulnerable? What should it watch out for?
3. What recommendations would you make to senior marketing executives Moving forward? What should they be sure to do with its marketing?

1. What have been the key success factors for Wal-Mart?
2. Where is Wal-Mart vulnerable? What should it watch out for?
3. What recommendations would you make to senior marketing executives going Forward? What should the company be sure to do with its marketing?

MARKETING MANAGEMENT

1. Discuss the role advertising plays in increasing brand awareness and brand loyalty among consumers, especially for products that have very subtle differentiable attributes. In the above context, examine the impact Absolute advertisements had on its target audience. Do you think the advertisements fulfilled their purpose?
2. ‘The Absolute advertising campaign is successful because it is contemporary.’ How did TBWA maintain the ‘freshness’ of the Absolute campaign? Discuss with respect to the brand’s association with different media: art, fashion, technology and music.

1. Even though Absolute ads have been depicted in different media, the central theme of the campaign has remained unchanged (the bottle and the two-word slogan) over the years. In light of the above statement, do you think that the campaign will manage to hold sway or lose in impact in the near future? Give reasons to support your arguments.

1. Analyze Tesco’s Club cards scheme in depth and comment on the various customer segmentation models the company developed after studying the data gathered.
2. How did Tesco use the information collected to modify its marketing strategies? What sort of benefits was the company able to derive as a result of such modifications?
3. What measures did Tesco adopt to support the CRM initiatives on the operational? And strategic front? Is it enough for a company to implement loyalty card schemes (and CRM tools in general) in isolation? Why?
4. How has Preta Manger positioned its brand?
5. Explain how the different elements of the services marketing mix support and contribute to the positioning of Preta Manger.

1. Explain how you will methodically go about compiling the requested information Covered in the seven questions for management. Include in your explanation an estimate of the expense involved in obtaining the information.

1. Develop a 10-question questionnaire for the purpose of making a survey
2. What have been the key success factors for Disney?
3. Where is Disney vulnerable? What should it watch out for?
4. What recommendations would you make to their senior marketing executives Going forward? What should it be sure to do with its marketing?

 

Marketing Research

1. Write don a brief summary of all the answers given above. How does this differ From the analysis of structured-response questions?

1. Conduct Chi-square test to cross-tabulate and to understand the relationship between the independent and the dependent variable. Also calculate contingency coefficient and the lambda asymmetric coefficient to find the strength of the association between the two variables. Take Sample size as thirty. Analysis of cross-tabulation using SPSS software package would be required.

1. Using logistic regression proof that particular drug for women has characteristics That cause some of them an adverse reaction to a particular drug.

1. Use conjoint analysis to determine from a potential customer’s point of view, how important each attribute is to him. Also determine how much utility the customer derives from a given combination of these levels of attributes. The attributes are life, price and color.
2. Can you add to methodology section?
3. Distribute the sample of 75 among the different categories of respondents Mentioned under “Sample Composition”.

IIBMS – MARKETING MANAGEMENT

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