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1. AEREN FOUNDATION’S Maharashtra Govt. Reg.No.:F-11724
SUBJECT : MARKETING MANAGEMENT
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COURSE : MBA 4th Semester Total Marks : 80
AN ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-SCHOOL

2. Q.1. Describe what is meant by a businessbeing‘consumerled’.
Answer:-consumer-led is responding to the needs of consumers in the market. Example: NIVEA is a
consumer-led business which made it one of the largest skin care brands in the world. In a broad sense
it’s a guiding philosophy, whereby a ‘known customer’ is placed at the heart of every decision a
company takes. The principle of a known customer is crucial, as Chris Lindsay, general manager
Broadband, VoIP and Software Services Propositions, BT Business, explains: ‘By this we mean a type of
customeryouregard as valued.The key
Q.2 What are the key parts of the marketing mix?Explain how each works with the others.
Answer:-MarketingMix:-
Description The Marketing Mix model (also known as the 4 P's) can be used by marketers as a tool to
assist in implementing the marketing strategy. Marketing managers use this method to attempt to
generate the optimal response in the target market by blending 4 (or 5, or 7) variables in an optimal
way. It is important to understand that the Marketing Mix principles are controllable variables. The
Marketing Mix can be adjusted on a frequent basis to meet the changing needs of the target group and
the otherdynamicsof the marketingenvironment.
3. Explain why the balance of the marketing mix is as important as any single element. marketing
objective and marketingmix vary across the PRODUCT TYPE and Product Life Cycle
Answer : PRODUCT LIFE CYCLE:- Products pass through a series of stages. Successful products progress
throughfourbasic stages:(1) Introduction;(2) Growth; (3) Maturity;and (4) Decline.
The product life cycle concept provides important insights about developments at the various stages of
the product's life. Knowledge that profits assume a predictable pattern through the stages and that
promotional emphasis shouldshiftfromproduct
4. Analyse the marketing mix for NIVEA VISAGE Young. What are its strongest points? Explain why you
think this isso
Answer: Product
The first stage in building an effective mix is to understand the market. NIVEA uses market research to
target key market segments which identifies groups of people with the same characteristics such as
age/gender/attitude/lifestyle. The knowledge and understanding from the research helps in the
development of new products. NIVEA carries out its market research with consumers in a number of
differentways.These include:
Case Study -2

3. SWOT Analysisin action at SKODA
1. Whatwas the keyweaknessthat Skoda was able to identify?
Answer : The SWOT analysis was used by Skoda to identify its weaknesses. One of the greatest
weakness identified, which affect the success of the company is its small market share. Skoda only holds
1.7 percent market share. Because of this, Skoda remains a small player in the car manufacturing
market. Through the SWOT analysis, management was able to identify this weakness and also the
causesof thisweakness.Skoda’s small marketshare,is
2. Whatstrength did Skoda use to turn its brand weaknessinto an opportunity?
Answer : The strengths of Skoda were identified and assessed by conducting a SWOT analysis. The
company conducted a research involving consumers in order to find out the strengths of its products
and brand. Surveys were also used. The strength of the company and its products lie in its focus on
experience rather than on sales. Meaning, the company makes sure that there is “human touch”in the
production and manufacture of its cars and make sure that the consumers feel it. Because of this
strength,Skodawaslistedasone of
3. How has Skoda strategicallyaddressedexternal threats?
Answer : Through the SWOT analysis, the company was able to identify the external threats that may
affect the company’s standingin the market and success. One of the biggest threats to Skoda is intense
competitioninthe Europeancar
4. Whatin your vieware the important benefitsofusinga SWOTanalysis?
Answer : It is clear from the case study, the SWOT analysis have been helpful in creating and formulating
strategies for the company. The company relied on SWOT analysis in getting a clear picture of where the
companyisnow and where
Case-3 : Marketing strategy for growth
Answer the following questions
1. What is the difference between primary and secondary research? Identify one example of primary
and research carried out by Wilkinson.
Answer : Market research is vital for collecting data on which to base the strategy. Market research
takesone of twomainformsprimaryresearchand secondary

4. 2. Explainwhy Wilkinsonneededamarketingstrategy to helpthem to grow.
Answer : To grow, a business needs to give consumerswhat they want, at a price they are satisfied with,
when they want it and make a profit for the company. Wilkinson commissioned market research which
identified key potential for growth in the student sector. It had to develop a strategy for growth that not
only covered the specific requirements of this target group, but also linked closely with the company's
overall aimsandobjectives.
3. Evaluate the benefitsofthe marketingcampaign to Wilkinson.
Answer:The campaign showed that:
• awareness of Wilkinson brand had significantly risen from 77% to 95% of those interviewed. This
broughtit inline withMorrisonsupermarkets,akeycompetitor.
• 17% of students who received a goody bag at freshers” fairs used the 15% discount voucher. A
further 58% intended to use the voucher. The campaign had either got students to enter the Wilkinson
storesor increase theirintentiontovisitthe store.
4. Analyse how effective the marketingcampaign was in helping
Answer : The campaign showed significantincrease in students' levels of awareness about Wilkinson and
itsproducts.
Case-4 : Extending the product life cycle
Answer the following questions:
1. Using current products familiar to you, draw and label a product life cycle diagram, showing which
stage each product is at.
Answer:A B C
PRODUCT A—SRIL SEDAN HATCHBACK—CHEVROLET
THIS VEHICLE IS AT THE INTRODUCTORY STAGE.
2. Suggestappropriate aims and objectivesfora small,mediumand large business.

5. Answer: Aimsand objectivesfor a small business.
Aimfor a small businesscan"
OBJECTIVE --IS TO MAKE 15% RETURN ON INVESTMENT,
Aims and objectivesfora medium business.
Aim for a medium sized business would be to maximize their profits and growth to expand their current
businessoperationsandincrease marketshare.
3. Consider the decision taken by Kellogg to opt for product development. Suggest a way in which
itcouldhave diversifiedinstead.Justifyyouranswer.
Answer: THE STRENGTH OF
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