Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2018 Summer 2nd Sem 3529902 Fundamentals Of Marketing Fom Previous Question Paper
Seat No.: ___________ Enrolment No._______________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (PART TIME) ? SEMESTER II ? EXAMINATION ? SUMMER 2018
Subject Code: 3529902 Date: 23/05/2018
Subject Name: Fundamentals of Marketing (FOM)
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. 1
Define the following terms:
14
(a)
Positioning
(b)
E-commerce
(c)
Niche marketing
(d)
Core-competency
(e)
Marketing Intelligence System
(f)
Customized Marketing
(g)
Labeling
Q. 2 (a)
?Marketing is applied to each and every entities? Justify the statement.
7
Q. 2 (b)
Discuss the stages of Industrial buying process in detail.
7
OR
Q. 2 (b)
Discuss in detail the steps in setting Price.
7
Q. 3 (a)
Explain in brief the various functions of intermediaries.
7
Q. 3 (b)
What is a Product Line? Discuss some decisions related to the Product Line
Length with a suitable example.
7
OR
Q. 3 (a)
Explain the consumer decision making process in detail. 7
Q. 3 (b) Explain the basis for segmenting the consumer market.
7
Q. 4 (a)
Define channel conflicts. Explain the sources of channel conflicts in brief.
7
Q. 4 (b)
Describe the five product levels that are a part of customer value hierarchy. 7
OR
Q. 4 (a)
Discuss in detail the Value chain model proposed by Michal E. Porter.
7
Q. 4 (b)
Discuss the various steps involved in new product development. 7
Q.5 Read the following case study and Answer the below mentioned questions:
McDonald?s is the world?s leading hamburger fast-food chain, with over
32,000/- restaurants in 118 countries. More than 75 percent of McDonald?s
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1
Seat No.: ___________ Enrolment No._______________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (PART TIME) ? SEMESTER II ? EXAMINATION ? SUMMER 2018
Subject Code: 3529902 Date: 23/05/2018
Subject Name: Fundamentals of Marketing (FOM)
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. 1
Define the following terms:
14
(a)
Positioning
(b)
E-commerce
(c)
Niche marketing
(d)
Core-competency
(e)
Marketing Intelligence System
(f)
Customized Marketing
(g)
Labeling
Q. 2 (a)
?Marketing is applied to each and every entities? Justify the statement.
7
Q. 2 (b)
Discuss the stages of Industrial buying process in detail.
7
OR
Q. 2 (b)
Discuss in detail the steps in setting Price.
7
Q. 3 (a)
Explain in brief the various functions of intermediaries.
7
Q. 3 (b)
What is a Product Line? Discuss some decisions related to the Product Line
Length with a suitable example.
7
OR
Q. 3 (a)
Explain the consumer decision making process in detail. 7
Q. 3 (b) Explain the basis for segmenting the consumer market.
7
Q. 4 (a)
Define channel conflicts. Explain the sources of channel conflicts in brief.
7
Q. 4 (b)
Describe the five product levels that are a part of customer value hierarchy. 7
OR
Q. 4 (a)
Discuss in detail the Value chain model proposed by Michal E. Porter.
7
Q. 4 (b)
Discuss the various steps involved in new product development. 7
Q.5 Read the following case study and Answer the below mentioned questions:
McDonald?s is the world?s leading hamburger fast-food chain, with over
32,000/- restaurants in 118 countries. More than 75 percent of McDonald?s
2
restaurants are owned and operated by franchisees, which decreases the risk
associated with expansion and ensures long-term tenants for the company.
McDonald?s serves 58 million people each day and promises a simple, easy
and enjoyable food experience for its customers.
The history of the McDonald?s Corporation dates back to 1955 when Ray
Kroc, a multimixer salesman, franchised a hamburger restaurant from the
McDonald brothers, named it McDonald?s, and offered simple foods such as
the famous 15 cent hamburger. Kroc helped design the building, which
featured red and white sides and a single golden arch to attract local attention.
Ten years later, 700 McDonald?s restaurants existed around the country, and
the brand was on its way to becoming a household name.
During the 1960s and 1970s, Kroc led McDonald?s growth domestically and
internationally while pushing the importance of quality, service, cleanliness
and value. The menu expanded to include the Big Mac, Quarter Pounder,
Happy Meal, Filet-O-Fish, and breakfast items like the Egg McMuffin. Kroc
also understood early on that his core audience consisted of children and
families. Therefore, he focused McDonald?s advertising efforts at these groups
and introduced Ronald McDonald in 1965 during a 60-second commercial.
Soon, characters such as Grimace, the Hamburgler, and Mayor McCheese
made their debut in McDonald?s advertising campaigns and helped lure
children into its restaurants for simple, good-tasting food, and a fun
experience.
It was also during this time that McDonald?s created the Ronald McDonald
House, which opened in 1974 to help children with leukemia. Since then, it
has expanded into a global charity effort called Ronald McDonald House
Charities that strives to improve children?s lives, health and well-being
through three major programs: Ronald McDonald House, Ronald McDonald
Family Room, and Ronald McDonald Care Mobile.
McDonald?s aggressively expanded overseas throughout the 1980s by adding
locations throughout Europe, Asia, the Philippines, and Malaysia. This rapid
expansion, however, led to many struggles during the 1990s and early
2000s.The company lost focus and direction, expanding by as many as 2,000
new restaurants a year. New employees weren?t trained fast or well enough, all
of which led to poor customer service and dirtier restaurants. New competitors
popped up and the company acquired nonburger companies, Chipotle and
Boston Market (which were eventually sold in 2006 and 2007). Consumer
tastes changed, and new products like pizza, the Arch Deluxe, and deli
sandwiches failed to connect with consumers, as did tweaks to the current
menu including multiple changes to the Big Mac special sauce. Jim Skinner,
McDonald?s chief executive explained, ?We got distracted from the most
important thing: hot, high-quality food at a great value at the speed and
convenience of McDonald?s.?
In 2003, McDonald?s implemented a strategic effort called the ?Plan to Win.?
The framework, which still exists today, helped McDonald?s restaurants
refocus on offering a better, higher-quality consumer experience rather than a
quick and cheap fast-food option. The Plan to Win ?playbook? provided
strategic insight on how to improve on the company?s 5 Ps ? people, products,
promotions, price, and place ? yet allowed local restaurants to adapt to
different environments and cultures. For example, McDonald?s introduced a
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1
Seat No.: ___________ Enrolment No._______________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (PART TIME) ? SEMESTER II ? EXAMINATION ? SUMMER 2018
Subject Code: 3529902 Date: 23/05/2018
Subject Name: Fundamentals of Marketing (FOM)
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. 1
Define the following terms:
14
(a)
Positioning
(b)
E-commerce
(c)
Niche marketing
(d)
Core-competency
(e)
Marketing Intelligence System
(f)
Customized Marketing
(g)
Labeling
Q. 2 (a)
?Marketing is applied to each and every entities? Justify the statement.
7
Q. 2 (b)
Discuss the stages of Industrial buying process in detail.
7
OR
Q. 2 (b)
Discuss in detail the steps in setting Price.
7
Q. 3 (a)
Explain in brief the various functions of intermediaries.
7
Q. 3 (b)
What is a Product Line? Discuss some decisions related to the Product Line
Length with a suitable example.
7
OR
Q. 3 (a)
Explain the consumer decision making process in detail. 7
Q. 3 (b) Explain the basis for segmenting the consumer market.
7
Q. 4 (a)
Define channel conflicts. Explain the sources of channel conflicts in brief.
7
Q. 4 (b)
Describe the five product levels that are a part of customer value hierarchy. 7
OR
Q. 4 (a)
Discuss in detail the Value chain model proposed by Michal E. Porter.
7
Q. 4 (b)
Discuss the various steps involved in new product development. 7
Q.5 Read the following case study and Answer the below mentioned questions:
McDonald?s is the world?s leading hamburger fast-food chain, with over
32,000/- restaurants in 118 countries. More than 75 percent of McDonald?s
2
restaurants are owned and operated by franchisees, which decreases the risk
associated with expansion and ensures long-term tenants for the company.
McDonald?s serves 58 million people each day and promises a simple, easy
and enjoyable food experience for its customers.
The history of the McDonald?s Corporation dates back to 1955 when Ray
Kroc, a multimixer salesman, franchised a hamburger restaurant from the
McDonald brothers, named it McDonald?s, and offered simple foods such as
the famous 15 cent hamburger. Kroc helped design the building, which
featured red and white sides and a single golden arch to attract local attention.
Ten years later, 700 McDonald?s restaurants existed around the country, and
the brand was on its way to becoming a household name.
During the 1960s and 1970s, Kroc led McDonald?s growth domestically and
internationally while pushing the importance of quality, service, cleanliness
and value. The menu expanded to include the Big Mac, Quarter Pounder,
Happy Meal, Filet-O-Fish, and breakfast items like the Egg McMuffin. Kroc
also understood early on that his core audience consisted of children and
families. Therefore, he focused McDonald?s advertising efforts at these groups
and introduced Ronald McDonald in 1965 during a 60-second commercial.
Soon, characters such as Grimace, the Hamburgler, and Mayor McCheese
made their debut in McDonald?s advertising campaigns and helped lure
children into its restaurants for simple, good-tasting food, and a fun
experience.
It was also during this time that McDonald?s created the Ronald McDonald
House, which opened in 1974 to help children with leukemia. Since then, it
has expanded into a global charity effort called Ronald McDonald House
Charities that strives to improve children?s lives, health and well-being
through three major programs: Ronald McDonald House, Ronald McDonald
Family Room, and Ronald McDonald Care Mobile.
McDonald?s aggressively expanded overseas throughout the 1980s by adding
locations throughout Europe, Asia, the Philippines, and Malaysia. This rapid
expansion, however, led to many struggles during the 1990s and early
2000s.The company lost focus and direction, expanding by as many as 2,000
new restaurants a year. New employees weren?t trained fast or well enough, all
of which led to poor customer service and dirtier restaurants. New competitors
popped up and the company acquired nonburger companies, Chipotle and
Boston Market (which were eventually sold in 2006 and 2007). Consumer
tastes changed, and new products like pizza, the Arch Deluxe, and deli
sandwiches failed to connect with consumers, as did tweaks to the current
menu including multiple changes to the Big Mac special sauce. Jim Skinner,
McDonald?s chief executive explained, ?We got distracted from the most
important thing: hot, high-quality food at a great value at the speed and
convenience of McDonald?s.?
In 2003, McDonald?s implemented a strategic effort called the ?Plan to Win.?
The framework, which still exists today, helped McDonald?s restaurants
refocus on offering a better, higher-quality consumer experience rather than a
quick and cheap fast-food option. The Plan to Win ?playbook? provided
strategic insight on how to improve on the company?s 5 Ps ? people, products,
promotions, price, and place ? yet allowed local restaurants to adapt to
different environments and cultures. For example, McDonald?s introduced a
3
Q. 5 (a)
Q. 5 (b)
Q. 5 (a)
Q. 5 (b)
Bacon Roll breakfast sandwich in the United Kingdom; a premium M burger
in France; an egg; tomato and pepper McPuff in China; and a McAloo Tikki
burger in India. Prices also varied slightly across the United States to better
reflect different tastes in different regions.
Some food changes that helped turn the company around included offering
more chicken options as beef consumption started to decline, selling milk in a
bottle instead of a carton, and removing ?Super Size? options after the
documentary Super Size Me targeted McDonald?s and its link to obesity.
McDonald?s responded to health trends and began offering premium salads as
well as apple slices instead of French fries in Happy Meals as well as all-
white-meat McNuggets. While many of the healthier options targeted moms
and held a premium price, McDonald?s introduced the $1 menu at the same
time, which targeted the lower-income bracket and teenagers. Other responses
included improving drive-thru service since 60 percent of McDonald?s U.S.
business came from drive-thrus, introducing more snack options, and
refurbishing restaurants with leather seats, warmer paint colors and flat-screen
TVs. Initial results were staggering; from 2003 to 2006, the stock price
increased 170 percent. Sales continued to increase through the late 2000s and
topped $23.5 billion in 2008, making McDonald?s one of only two companies
in the Dow Jones Industrial Average whose share price rose in 2008.
Mc. Donald?s continued to flourish in 2009, led by its premium Angus burgers
and its McCafe coffee line, which directly targeted competitors like Starbucks
with less expensive specialty coffee drinks. McDonald?s also launched a
worldwide repackaging effort as a result of intense consumer research. The
new packaging aimed to accomplish several tasks, including teaching
consumers about McDonald?s health consciousness and building awareness of
its use of locally grown produce. It included bold text and full-color
photographs of real ingredients like potatoes on French fry packaging and
vegetables, cheese and cooking utensils on hamburger packaging. Mary
Dillon, McDonald?s global chief marketing officer, explained that the goal is
to ?create unique personalities for our menu items by telling a story about each
one.?
Through the years, McDonald?s has created a number of successful marketing
campaigns and slogans such as ?You Deserve a Break Today,? ?It?s a Good
Time for the Great Taste of McDonald?s,? and ?Food, Folks, and Fun.? Its
current campaign, ?I?m Lovin? It,? seems on track to join the others by helping
the company reach record sales and growth despite difficult economic times.
What are the various products McDonald?s if offering to its customers?
Who is the target market of McDonald?s? How it is able to differentiate itself
from competitors?
OR
If McDonalds?s want to enter into other product categories, which different
other products you would suggest? Why?
Identify the weaknesses of McDonald?s and suggest measures for its
improvement.
7
7
7
7
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This post was last modified on 19 February 2020