Strategic Marketing MBA - R - 40 and 41

Metropolitan University, Sylhet
Department of Business Administration

Summer Term Final Examination – 2021
Program: MBA
Batch No. : MBA(R) 40 and 41
Course Title: Strategic Marketing
Course Code: MBA 043
Time: 2 Hours Full Marks: 40
Instructions:
 Your exam is hand written. Write answers in standard white sheet.
 Mention your name, ID and Batch in the first page of your script.
 Answers questions sequentially and insert page numbers in each page.
 After finishing your exam, scan your script and send the file (PDF format) in this address-
[email protected]
 File name should be your ID number.
 You must submit within the assigned time.
Answer any four. All parts of each question must be answered sequentially. Figures in the right margin
indicate full marks.
1. a) Differentiate between Product imitation and Product innovation. 3

b) Exemplify the NPD process. 4
c) “Though NPD is a sequential process, Parallel processing may aid in optimizing the process”- 3
explain how?
2. a) 'Meril-milk and beli soap' a product of famous domestic 3

company Square. To revitalize every kind of skin, Meril
brings 5 variants of Milk Soaps with the trace of nature. The
variants include blackberry, kiwi, pomegranate and beli along
with the moisture of milk for an attractive, fresh, smooth
and younger-looking skin. It is also offered at a comparably lower price. But unfortunately still
this product is striving to survive. Show your own judgment in this regard.
b) What are the possible differentiation options available to 'Meril-milk and beli soap'. 4
c) ‘Teamwork is vital for successful innovation’ –explain how? 3
3. a) What are the qualities of a good brand name? Suppose, your supervisor asked you to propose 3+1
brand name for a laundry detergent that your company is going to launch soon. Propose 2-3
names.
b) Differentiate between Line extensions and brand extension. 2
c) Can Metropolitan University use brand revitalization strategies? Explain how? 4
4. a) You are the marketing manager of a ‘holiday resort’ in Sylhet. How can you assess your 6
competitors?
b) Which competitors will you attach and which will you avoid? Give logic? 4
5. THE DILEMMA
Super Corporation is a well established company dealing in a wide range of modern office furniture
and fixtures. Over the last decade the company has earned an enviable position in the market at Delhi.
Shri. Ajay and Slid, Vijay are the promoters of Super Corporation. They are both young and dynamic.
Well known in the elite circles of top officers in almost all government as well as private offices in
Delhi these two have set an example of running a successful business through a very well handled
public relations effort.
The company has depended almost entirely on a dedicated field sales force of about 23 salesmen to
establish, develop and maintain good contacts in offices. These contacts have ultimately helped the
company in achieving success in selling its products.
Lately, Super Corporation has acquired authorized dealership of a newly launched brand of vacuum
cleaners. A research study conducted by the manufacturers has revealed that the potential customers
for the vacuum cleaners could be people whose monthly income is more than Rs. 10,000. In fact it is
this finding which has prompted Ajay and Vijay to think that the potential customers for these
vacuum cleaners can then be the same officer class of Delhi with whom their company already enjoyed
close links.
Both Ajay and Vijay are of the opinion that their existing contacts with officer class of Delhi can be
exploited to sell the vacuum cleaners. Ajay feels that since the potential customers for vacuum
cleaners and for their earlier ranges of equipments are the same, the same sales-force could do the
selling job. Vijay, although agrees to the use of direct selling, feels that the buying decision process
being drastically different in case of office and home purchases the same sales force may not be of
much help. Moreover, he also feels that the nature of two products i.e. office furniture and vacuum
cleaners being diverse a separate sales-force for the two should be used.
a) Evaluate Ajay's opinion. 3

b) Evaluate Vijay' s opinion. 3
c) With whom do you agree and why ? 2
d) What will be your advice to Ajay and Vijay ? 2

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Metropolitan University, Sylhet

Department of Business Administration

Time: 2 Hours Full Marks: 40

1. a) Differentiate between Product imitation and Product innovation. 3

2. a) 'Meril-milk and beli soap' a product of famous domestic 3

a) Evaluate Ajay's opinion. 3

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