IIBMS – MARKETING MANAGEMENT

IIBMS – MARKETING MANAGEMENT

1. Discuss the micro and macro forces that are affecting the music industry.
2. Based on this analysis, what strategic options would you recommend for both Music publishers and music retailers in the current marketing environment?

1. Discuss the advantages and disadvantages associated with online distribution From a music label’s perspective.

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. Describe the consumer behavior differences among laundry products’ customers In Brazil. What market segments exists?

1. Should Unilever bring out a new brand or use one of its existing brands to target The north- eastern Brazilian market?

1. How should the brand be positioned in the marketplace and within the Unilever Family of M brands?

1. How does Ryanair’s pricing strategy account for its successful performance to Date? Would you suggest any changes to Ryanair’ pricing approach? Why/why not?

1. Is the ‘no-fares’ strategy a useful approach for Ryanair in the short term? In the Long term?

1. Do the issues facing Ryanair threaten its low-fares model?
2. Why did LEGO encounter serious economic difficulties in the late 1990s?
3. Conduct a SWOT analysis of LEGO and identify the company’s main sources of Advantage.

1. Critically evaluate the LEGO turnaround strategy.

MARKETING MANAGEMENT

(1)Why is the grey market so attractive to business?

(2)Identify the influences on the purchasing behavior of the over-50s consumer.

(3)Discuss the challenges involved in targeting the grey market 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’s

Develop a 10-question questionnaire for the purpose of making a survey. This case was written by Jens-Mogens Holm, professor for marketing at European school of business, Reutlingen University and president of Europaische Fernhochschule Hamburg. The material was drawn from publicly available sources. The case study, however, is completely fictitious.

(1)Describe the consumer behavior differences among laundry products’ customers in Brazil. What market segments exist?

(2)Should Unilever bring out a new brand or use one of its existing brands to target the north eastern Brazilian market?

(3)How should the brand be positioned in the marketplace and within the Unilever Family of brands?

(4)What marketing mix should be employed to build the brand in the market?

Q : 1. (a) Discuss the factors affecting the consumer buying behavior in Indian context.

Or

(b) Explain CRM with suitable examples. Why is it important in modern day business context? Discuss.

 

Q : 2.(a) What are the key strategic issues faced by traditional \”bricks-and mortar\” retailer such as Wal-Mart, Big Bazaar and Reliance fresh when they go online to sell products? Discuss in detail.

Or

(b) Explain Marketing research process in detail with suitable examples.

IIBMS – MARKETING MANAGEMENT

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