Download BU (Bangalore University) MBA 1st Semester 2015 Feb Marketing for Customer Value Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 1st Semester 2015 Feb Marketing for Customer Value Question Paper

lilllilllllilIlllllllllilllilllllll PG ? 852
First Semester M.B.A. Degree Examination, January/February 2015
(2014 ? 15 & Onwards) (CBCS)
Management
Paper ? 1.5 : MARKETING FOR CUSTOMER VALUE
Time :3 Hours Max. Marks : 70
SECTION ? A
Answerany five of the following questions. Each question carries5 marks. Answer
to each question should not exceed 250 words. (5x5=25)
1. Elucidate the importance of marketing mix in the present context of Indian
Marketing Environment.
2. ?Competitive Dynamics are very critical for achieving competitive advantage?.
Justify.
Explain the factors influencing consumer behaviour in Marketing Decision.
Define Pricing. Advocate various pricing strategies used in business.
?Advertisement is a wide range of promotional tool?. Justify.
Discuss the importance of CRM in globalized scenario.
N95SJ?PFJJ
Assume that you are a Marketing Manager of a Television Manufacturing Company
and design various levels of distribution channel for wide reach of market.
SECTION ? B
Answerany three of the following questions. Each question carries10 marks. Answer
to each question should not exceed 500 words. (3x1 0: 30)
8. Explain the stages and strategies involved in Product Life Cycle (PLC) with
relevant examples.
9. Discuss segmentation, targeting and positioning with the help of real time example.
10. Briefly explain the steps involved in New Product Development Process.
11. ?Promotional mix strategies are shaping company?s marketing efforts?. Explain
with relevant examples.
P.T.O.

pG _ 852 i|||||l||ilil|||||||||||||||i|||||i
SECTION?C
Case Study(Compu|sory): (1 x1 5:15)
Coca-Cola?s Failure in Thailand Market
12. For many years that Coca?Cola is known as the world leader in carbonated soft
drink especially in Europe and South America. But in some Asia markets including
Thailand, Coca-Cola still trail its biggest rival, Pepsi Co.
The company is recognised by the importance of adaptation iocalisation in
overseas by responding to each target market?s need and want, focusing more
on the market, economy, culture and region. Moreover, Coca-Cola tries to
approach the target consumers by decentralizing the operation and marketing,
trusting more on the ideas and decisions made by individual local outfit not from
its Atlanta head quarter. These are the ways to reach every target consumer in
the world as the mantra of CEO and Chairman of the company, Doug Daft opines
?To be within an arm?s search of desire ..... Always, everywhere Coca-Cola" ?think
local, act local" ?people don?t buy drinks globally" ?We need to make our advertising
as relevant as possible to local markets?.
With mixing these two components (global brand and localisation), Coca?Cola is
still found to lose connection with Thai consumers. According to Sasie
Vadhanapanich, a chief ideation officer of a marketing research company in
Thailand, Thai?s expectation for Coca?Cola brand is that it stands for ?youthful
spirit?, ?cool? and ?hip?. But for many years now the company had not excited the
market or consumers anymore whether through new product innovations or
impactful breakthrough campaigns. Although many attempts were made to
reconnect with young consumer, the impact was short-lived.
Coca-Cola said it has applied adaptation/Iocalizations strategy but their advertising
campaigns in Thailand before 2007 still were global advertisements, the company
still adapt one global advertisement and does not develop Thailand specific
appeals. Product development was not considered for the local market.
Questions :
a) What are the key reasons for Coco?Cola?s failure in Thailand Market ?
b) Suggest some suitable marketing strategies to Coco-Cola to succeed in
Thailand Market.