Paper 2

Principles of Marketing

(MKT 3013)

Written Assignment-2

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distributing in any form is strictly prohibited. Total Points: 40. Due Date: Sunday, October 16 at 11:59 PM. Submission via Blackboard. This assignment is to be completed individually.

Please carefully review and follow these instructions.

• Page Length: 2-4pages, single-spaced (excluding cover page). Minimum 2 full pages required.

• No Research references required for this assignment.

• The cover page must list the topic (e.g., Written Assignment-2) and the student’s name.

• When using charts or figures or tables, please embed any relevant charts/figures in the body of the paper and not in an appendix.

• When adding charts or figures or tables, use figure numbers and titles. Please make sure that the chart/figure is legible. This only applies if you include any charts.

• Use page numbers.

• For this assignment, students are required to meet the content-match threshold of 10% match or less. The plagiarism tool (SafeAssign) is already integrated in Blackboard and it will show the match percentage after the paper is uploaded. Sometimes the application may take a little time to process the score. If that happens, you should log out of Blackboard and log back in a short while later. Please avoid using direct quotes from the research sources. The write-up MUST be in your words/your own work. Papers exceeding the 10% content-match threshold will be assessed a penalty.

• Only one submission is allowed per student.

• Please answer each question separately (see answer format instructions). You can simply list question number and then type your answer. You do not need to restate the entire question.

• Please use additional research (beyond what is provided with the assignment) to support your answers.

• Late submissions not allowed/will not be accepted.

• Due date extensions and or make-ups not available, therefore, please plan ahead and submit the work within the above-listed due date.

This activity relates to material covered in Chapter 8. Please leverage relevant information from Week 7 module as well as the textbook to help you develop answers to activity questions. See Gillette Case Study file posted with the assignment. Please review the case study posted in Written Assignment-2 tab and answer each of the following questions. You only need to list the question number and not the entire statement. Repeating the entire question verbatim in the paper will increase the likelihood of obtaining a higher than 10% SafeAssign content match. Stated otherwise, please do not write the entire question as doing so will increase the content match percentage and will subject your paper to a penalty for exceeding the content match threshold. A paper that exceeds the 10% threshold will be assessed a penalty at the discretion of the instructor and can range from a minimum of 5 points to half the assignment points which would get deducted from whatever score the student earns. Q.1. Describe in detail the razor-and-blades business model. (5 points) Q.2. How and why do US razor consumers differ from razor consumers in India. Explain in detail. (10 points) Q.3. How did Gillette’s product development process differ for the Gillette Guard when compared to its previous product development processes? List points of difference in the process. (5 points) Q.4. Should Gillette release the Gillette Guard in the US? Should it release the product in other low income countries besides India? Explain you rationale for each. (20 points)