MBA580 Marketing Management Winter Quarter 2014 Final Exams

The Modern Philosophy of Higher Education

MBA580 Marketing Management
The Modern Philosophy of Higher Education

Eton University
College of Business and Management
MBA580 Marketing Management Final Exam
Academic Year 2013\2014
Winter Quarter 2014

Instructions
Answer the following questions
This examination accounts for 60% of the course assessment
You are permitted to use your course book, and e-library resources.
There are two Sections A and B in the exam. Attempt any six questions from Section
A. The questions in section A carry 60 marks, All questions carry equal marks. The
questions in sections B are compulsory. The questions in section B carry 40 marks.
The final grade is out of 100, 60 out of 100 is a satisfactory grade for success.
Make sure your full name is on your answer sheet.
Good Luck

The Modern Philosophy of Higher Education

Section A

60 marks

Attempt any SIX questions of the following

1. Explain in details the factors that influencing customer behavior?

2. Define marketing management and discuss what is been marketed most for the 21 century?

3. Discuss brand equality in details?

4. Discuss in details customer relationship management (CRM)?

5. How do you identify competitors?

6. What is the product planning? Also discuss nature and contents of marketing plan?

7. Briefly explain buying decision process, the five stage model.

The Modern Philosophy of Higher Education

Section B

40 marks

Read the given cases, and then answer the question\s below.
CASE 1
The very name Louis Vuitton makes me think of luxurious fashion accessories made of the finest
quality, champagne and money. Their products are for the rich and famous or at least the very
wealthy consumers. I visited the Louis Vuitton we bsite to preview the Fall/Winter 2013 collection
and was still amazed at how much their products sell for (Fall/Winter Collection 2013, 2013). So I
would venture to say that the LV monogram is still for the elite customer who has the money to pay
for the highest quality. The niche is the very finest quality. So as long as they continue to produce as
they have in the past – they will continue to have the following that they currently have. The LV
monogram stands for the finest quality.
As far as staying fresh Louis Vuitton has brought in young designers and artists to revitalize their
image to attract younger buyers, although it still maintains the classic styles. The company has used
several high profile models, celebrities, billboards, ads, and the LV Cup t o market the products. The
standard of quality remains the focus to make sure there are no imperfections with their products
and you can order personalized engraving on several of the products. The pricing remains solid and
they do not offer reductions in pricing although there are many outlet stores selling items that may
be the counterfeit items.
The company is continuing to make new products and add new products to their portfolio as
evidenced on their website showing the new Spring & Fall collections fo r 2013 and the latest Fall &
Winter Collections for 2013 (Fall/Winter Collection 2013, 2013). They are focused on growing their
strong markets like Japan and Europe and expanding their luxury brand in their markets in China
and India. (Kotler & Keller, 2012)
According to Luxury Institute News, 60% of wealthy consumers, particularly those with higher levels
of wealth,...
Answer the Following Questions
Q1. How does an exclusive brand such as Louis Vuitton grow and stay fresh while retaining its
cachet?
Q2. As a brand manager you would like to have your brand be protectable. Explain what you mean
by "protectable" and give an illustration.

The Modern Philosophy of Higher Education

CASE 2
This case study primarily deals with Tata Tea’s Social-Cause Marketing (SCM) initiative, Jaago Re!
(Wake Up) campaign and can be used for debating and discussing on, at what stage of the brand
life cycle, companies can take up SCM programmes. Tata Tea’s initial advertising campaigns
primarily communicated the physical and functional aspects of the brand like packaging, freshness,
taste, energy, etc. However, after attaining market leadership (in terms of volume share), Tata Tea
elevated its communication efforts to the self -actualization level and positioned itself as a catalyst
for social-awakening, through Jaago Re! campaign. As part of this campaign, Tata Tea aired
commercials on social problems – corruption, bad roads, irresponsible politicians, etc.
Answer the Following Questions
Q1. What has been the impact of this campaign on the brand's image, customer loyalty, sales, etc.?
Q2. Can this campaign help Tata Tea brand maintain its market leadership in the long run?

CASE 3
The ramifications of GM’s bankruptcy spread across the globe deterring the effective functioning of
GM’s subsidiaries. As the bankruptcy and restructuring plan was pending and yet to be ap proved by
the US court, the subsidiaries across the globe had to figure out their new status – if in or out of
business. One such subsidiary is General Motors India (GMI). When the parent company filed for
bankruptcy, GMI launched an aggressive media campa ign the very next day to reassure the
customers, dealers and franchisees about its immunity to the parental company’s bankruptcy. The
managing director of GMI, Karl Slym became a constant traveller with a mission to protect the
brand image of Chevrolet (Chevy) in India by launching an open media campaign with the tag line,
‘There for you. There for India’. This case study also attempts to delve into the intricacies of the
turmoil faced by GMI and the immediate brand protection and rebuilding strategies adop ted by
Karl Slym in his ‘Mission Chevy’.
Answer the Following Questions
Q1. What happens to a subsidiary when the parent company files for bankruptcy, especially when
the subsidiary’s products are manufactured, sold and serviced in a foreign country?
Q2.What should the head of such a subsidiary do in the face of bankruptcy looming large on the
parent company?