Fakultät Wirtschaftswissenschaften. Prof. Dr. Bernd Scheed

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1 Class: Marketing Basic Course BW GS Semester: SS 2010 Date: Time: Instructor: xx/xx/ Minutes Prof. Dr. Natarajan Chandrasekhar / Prof. Dr. Andrea Raab / Elective part (Chandrasekhar / Raab / Scheed): Exam Guidelines: Total pages: Resources admitted: xx Calculator Total credits: 90 This exam has an obligatory part (mandatory to be answered) and three elective parts (one out of three to be answered; individual combinations not permitted) pen questions have to be answered within the designated space on the examination paper; Keep text brief and use bullet points and graphs! Multiple Choice questions have to be ticked ( ) within the appropriate box on the examination paper; ne or more answers could be right. The whole examination has to be returned to the supervisor! Good luck! Please do not fill this section Instructor only! Points obligatory part: Points elective part: Total points: Final evaluation: 1

2 A) bligatory part (mandatory to be answered) A.1) Multiple Choice (total: 15 points) 1. In the SWT the external environment is assessed on the basis of (1 point): Strengths Weaknesses pportunities Threats 2. are wants for specific products backed by an ability to pay. (1 point) Needs Markets Cravings Demands Sales 3. There are five types of needs that consumers evaluate and marketers need to probe. Which of the following is not one of those needs? (1 point) Stated Needs Delight Needs Unrelated Needs Secret Needs 2

3 4. There are several options available to a company if it wants to grow faster than its current business will permit. Which of the following is not one of those options? (1 point) Identify opportunities to achieve further growth within current business. Downsize old business in order to release resources. Identify opportunities to diversify into related business. All of the above are options. 5. There are different developments in business that are forcing marketers to take the marketing concept to heart. Which one(s) of the following is / are not one of those developments? (1 point) Increased competition Changing buying patterns Increased marketing expenditures Increased packaging effort Changing sales promotion activities 6. Which of the following is not an economic role of a distributor? (1 point) o o o o Providing inventory capacities Providing service and support to customers Collecting market feedback All of the above are options 7. Which of the following factors is not part of the broad environment? (1 point) Taxes Technological standards Company s cash flow Demographic development 3

4 8. Which of the following is not part of Ansoff s product/market expansion grid? (1point) Product development Cooperation Diversification Acquisition 9. Which of the following is not an approach to the market-penetration strategy? (1 point) Encourage its current customers to buy more Attract competitors' customers Profile current customers Identify potential user groups in the current sales areas 10. A SWT Analysis examines four major areas. The major areas examined are strengths, weaknesses, opportunities, and what? (1 point) Theories Threats Targets Target Markets 11. A(n) is a challenge posed by an unfavorable trend or development that would lead, in the absence of defensive marketing action, to deterioration in sales or profit. (1 point) environmental threat opportunity policy procedure 4

5 12. For a company, objectives should have each of the following characteristics except: (1 point) Stated quantitatively Should be realistic Must be consistent All of the above are characteristics 13. Porter's Generic Strategies for strategic thinking include each of the following except which one? (1 point) verall cost leadership Differentiation Diversification Focus 14. Which of the following is not a way in which companies can improve the quality of their marketing intelligence? (1 point) Allow salespeople to determine if information should be collected. Motivate distributors, retailers, and other intermediaries to pass along important intelligence. Collect information concerning competitors by buying their products. Set up customer advertisement 15. Which of the following would be considered a source for secondary data when conducting research? (1 point) Internal Sources Government Publications Periodicals and Books All of the above 5

6 A.2) pen questions (total: 30 points) 1. Discuss the theory marketers create needs. Use appropriate concepts and definitions. When is a transaction between a seller and a buyer a successful one? (7 points) 2. Which three generic types of marketing strategies according to Michael Porter do exist? Describe them, define one market of your choice and give a company as an example for every marketing strategy. (10 points) 3. The marketing department of the company Aromafix" has developed the following forecast for a new coffee machine Coffeefreak which should be introduced into market first of september (results of a market survey and internal cost estimations): Selling price of product Coffeefreak : p = $ 100,- Cost function and revenue function for product Coffeefreak show a linear fashion Variable cost k v of product Coffeefreak : k v = $ 40,- Fixed costs: K fix = $ ,- Planned production in september: x = 3000 units a. As a consultant you should tell the leading management of the company whether the product Coffeefreak should be introduced into market, if the guiding rule for the management is at least to break even. Demonstrate your result with a mathematic calculation and with a graph (4 points) b. For which price minimum (p min ) production is still covering total cost provided planned production in September? (2 points) c. Which maximum amount of variable cost (k v max ) for the product Coffefreak the company can still tolerate without generating loss provided planned production in september? (2 points) 4. Name and briefly describe 5 different models of communication. (5 points) End of obligatory part!!! B) Elective part Prof. Raab (total: 45 points) 6

7 1. Companies have different possibilities for differentiation. Describe the sense of differentiation. Identify and briefly describe four patterns of differentiation. (6 points) 2. Which framework helps a marketer to develop a corporate plan for new business growth? Describe the model and the detailed strategies which stand behind it. Give an example for every strategy. (12 points) 3. Describe a model which helps a marketer to determine long-term segment structural attractiveness? Be specific in stating when a segment is unattractive. Give three example cases when to use this model. (10 points) 4. Which generic type of marketing strategy according to Michael Porter does Nintendo pursue? Give an explanation for your answer. (3 points) 5. Imagine you are the product manager of a totally new product in the electronics and high technology market (innovation with new technology generation) and you want to introduce this product to the market. Which pricing objective and pricing strategy do you choose and why? When do you change your pricing and why? (8 points) 6. What does the marketing environment include? Define the two environment complexes and name the factors each environment complex contains. (6 points) End of elective part Prof. Raab C) Elective part Prof. Scheed (total: 45 points) 7

8 1. Ferrero is one of the leading international sweets producers. The product portfolio comprises brands like Duplo, Hanuta, Rocher and Kinderschokolade. Ferrero s consumer brands are known to app. 100% of German consumers; the company is pursuing a preference (benefit) oriented differentiation strategy, focusing on intensive Marketing activities and selling at price levels app. 10% above comparable competitor products. You have recently been hired as the new product manager for the Kinder product line, comprising classic products like Kinderschokolade, Kinder Riegel or Kinder Überraschung and recently launched products like Kinder SchokoBons, Kinder Country (with cereals) or Kinder Friends (mixed sizes and flavours). a) How would you segment the different target markets for these Kinder products, and which criteria do you use? Please profile the Kinder Überraschung target markets in more detail! (15 points) b) Which product policy tools do you have to further develop the Kinder product line? (10 points) c) Your supervisor suggests to open a flagship Kinder store in downtown premium locations in Munich, Frankfurt, Düsseldorf and Hamburg, owned by Ferrero and selling exclusively only Kinder branded products. What are the pro s and con s of opening up such a store? Would you recommend it or not? (10 points) d) How would you prepare for price war activities from key competitors, potentially offering very similar sweets products at price levels 30% below your prices? (10 points) End of elective part Prof. Scheed D) Elective part Prof. Chandrasekhar (total: 45 points 1. Define marketing ( 5 points) 8

9 2. List the different demand states. (5 points) 3. Draw up a table comparing a consumer market with a business market.(5 points) 4. Mention the characteristics of core competency. Is it beneficial for an organization to have an element of sustainability in its core competency?(10 points) 5. What is PEST analysis? State its purpose/s. (10 points) 6. You are given charge as the Brand Manager for a premium toothpaste brand under the brand name BRILLIANT. It is suggested by your Vice President - Marketing that you use PEST model to help launch the product. You are requested to submit your analysis to him. Make your assumptions clearly and do state them clearly. (10 points) End of elective part Prof. Chandrasekhar 9