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ASSIGNMENTSPROGRAM: BSc IT

SEMESTER-IIISubject Name :Study COUNTRY :Roll Number (Reg.No.) :Student Name :

INSTRUCTIONSa) Students are required to submit all three assignment sets.

ASSIGNMENT DETAILS MARKSAssignment A Five Subjective Questions 10Assignment B Three Subjective Questions + Case Study 10Assignment C Objective or one line Questions 10

b) Total weightage given to these assignments is 30%. OR 30 Marksc) All assignments are to be completed as typed in word/pdf.d) All questions are required to be attempted.e) All the three assignments are to be completed by due dates and need to be

submitted for evaluation by Amity University.f) The students have to attached a scan signature in the form.

Signature : _________________________________Date : _________________________________

( √ ) Tick mark in front of the assignments submittedAssignment

‘A’Assignment ‘B’ Assignment ‘C’

Marketing Management

Part A

Q1 What three variables should a company monitor when analyzing competitors?

Q2 In satisfying customer needs, distinguish between responsive marketing, anticipative marketing and creative marketing.

Q3 (a) Discuss various types of buying behaviour situations.

(b) "Consumers are being influenced by a number of personal factors in the purchase of products and services." Discuss. 

Q4 “Channels of distribution used are different for different products." Discuss.

Q5 (a) Explain the terms product item, product line and product mix with appropriate examples.

(b) Explain different product mix pricing strategies. 

PART BQ1 What do you understand by marketing ? Explain the marketing management process.

Q2 Distinguish between marketing information system and marketing research. Discuss important applications (scope) of marketing research.

Q3 What are the decisions that a brand manager has to take ? Explain them with suitable examples.

Case Study

Frito-Lay Adds Spanish Accent to Snacks

LEAD STORY-DATELINE: Wall Street Journal, May 22, 2002.

Frito-Lay currently has a 58 percent market share in the salty-snack market in the U.S. As a means of finding a large growth opportunity, Frito-Lay is pursuing a more aggressive marketing strategy to target the Hispanic population with its salty snacks by selling a mix of new and existing Latino-oriented products in a single display. In addition to the five spicy snacks Frito-Lay already sells in the U.S., it has added to their product line the new Doritos Rancheros as well as four items that were top sellers in its Mexican subsidiary in Sabritas. This new product mix was rolled out in November 2001 in 20,000 stores in 14 cities with the tag line "A Todo Sabor," meaning "In Full Flavor."

Frito-Lay has rolled out this campaign in Chicago and the Southwest. Cities were chosen based on census data and sales data that indicated conglomerations of snacking Hispanics. Frito-Lay has set a sales target of $25 million in its first year of marketing these five new items.

Frito-Lay has chosen to hone in on the Hispanic population as a target segment. As stated by their vice president of ethnic marketing, "We couldn't ignore this segment. It's a population the size of Canada." As part of its test marketing strategy, Frito-Lay has chosen flavors that are likely appealing to Hispanic tastes, including spicy pork rinds and lime flavored potato chips called "Lays Limon." These products are being placed in racks near the checkout lanes and next to beer coolers.

Frito-Lay has long marketed its snacks with a spicy flare to the Hispanic market, yet it has not always been easy. Some of their test products have failed, such as Adobadas, a tomato-and-chili chip that the targeted Hispanic market found to be too mild. As a result, blind taste tests were done in Miami, New York, Houston, and Los Angeles among 800 Latinos to test 35 different products. Participants were asked to rank everything from heat level and oiliness to aroma and appearance. The results showed that Hispanic snackers felt American snacks were not spicy enough and were looking for something with "uniquely authentic Latin flavors."

As a result of the market research, some changes were made to Doritos' original line. For instance, the Doritos Taco flavor, which was introduced in 1972 as "stacked with authentic Mexican taco flavor and just

the right blend of spices," failed to make the Latino grade. Some products were rebranded, such as their Baken-ets pork skins, which now adorn the Sabritas smiley-face trademark.

Other food makers are following Frito-Lay's lead in targeting Hispanics, such as Subway, which is now marketing a pork "carnitas" sub in Southern California. OtherPepsico units, such as Gatorade, are getting in on the act by launching flavors that will appeal to the Latino population, such as mango and tropical punch flavored "Xtremo."

The main competition faced by Frito-Lay is Barcel, a unit of the Mexican bakery Grupo Bimbo SA, which is importing snacks from Mexico. They realistically foresee doubling their business in the U.S. within the next year or two.

TALKING IT OVER AND THINKING IT THROUGH!

1. Why has Frito-Lay chosen to more aggressively target the Hispanic market with its snack line? 

2. How has Frito-Lay altered its current product line to carry out its new ethnic marketing strategy? 

3. What basis did Frito-Lay use for making changes to their product line? 

4. How do you envision that Frito-Lay's marketing strategy will impact the approach other firms in the consumer products industry may take to ethnic marketing? 

5. If you were in charge of marketing for Frito-Lay, what product line extensions would you recommend in light of the information you have learned about the Hispanic market in this article? Explain your reasoning.

Part C1. Which of the following would best describe the calculation of a customer’s

lifetime value? a. The present value of the stream of future costs expected over the lifetimeb. The present value of the stream of future profits expected over the lifetimec. The present value of the stream of future income increases expected over the

lifetimed. The future value of the stream of future costs expected over the lifetime

2. ____________ is the customer’s objective assessment of the utility of an offering based on perceptions of its benefits relative to its cost.

a. Value equityb. Net equityc. Relations equityd. Brand equity

3. There are five different levels of investment in customer-relationship building. They are basic, reactive, proactive, partnership, and what?

a. Accountableb. Objectivec. Subjectived. Accounting

4. Creating structural ties with customers is a long-term process for a company. Which of the following would not be a good suggestion for creating those ties?

a. Concentrate on current salesb. Charge a lower price to consumers who buy larger suppliesc. Create long-term contractsd. Turn the product into a long-term service

5. A _________________ advantage is one that a company can use as a springboard to new advantages.

a. Leverageableb. Relationshipc. Contractuald. Customer

6. Total customer value is the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering.

a. Trueb. False

7. A person’s feelings of pleasure or disappointment resulting from comparing a product’s performance (or outcome) in relation to his or her own performance (or outcome) is called satisfaction.

a. Trueb. False

8. Customer expectations are created by buying experience, friends’ and associates’ advice, and marketers’ and competitors’ information and promises.

a. Trueb. False

9. A value inquest consists of the whole cluster of benefits the company promises to deliver; it is more than the core positioning of the offering.

a. Trueb. False

10. One of the tools used to track and measure customer satisfaction is a complaint and suggestion system.

a. Trueb. False

11. Companies that navigate all the pitfalls to reach their customer value and satisfaction goals are called high-performance companies.

a. Trueb. False

12. Examples of resources that a company can use to carry on its business processes are labor, materials, and information.

a. Trueb. False

13. The shared stories, experiences, beliefs, and norms that every employee has and shares within a company are called policies.

a. Trueb. False

14. Visionary companies are acknowledged industry leaders and are widely admired, set ambitious goals, communicate to their employees, and embrace a high purpose beyond making money.

a. Trueb. False

15. A value chain is a tool used by a company to identify ways to create more customer value through its activities.

a. Trueb. False

16. The process of calculating a company’s customer defection rate is called customer scrambling.

a. Trueb. False

17. A highly satisfied consumer stays loyal longer, buys more products talks favourably about the company, and shops at competitors regularly to keep up with price comparisons.

a. Trueb. False

18. Customer lifetime value describes the present value of the stream of future profits expected over the customer’s lifetime purchases.

a. Trueb. False

19. Value equity is the customer’s subjective and intangible assessment of the brand, above and beyond its objectively perceived value.

a. Trueb. False

20. A customer advantage is something that a company can use as a springboard to new advantages.

a. Trueb. False

21. A _________ consists of the activities a person is expected to perform in a group.

a. Positionb. Statusc. life cycled. role

22.Product choice is greatly affected by economic circumstances: spendable income, savings and assets, debts, borrowing power, and what?

a. How much is owned by a personb. How much is in the bankc. Attitudes toward spending and savingd. All of the above

23.There are five main traits that describe brand personalities in marketing today. They are sincerity, excitement, competence, sophistication, and what? 

a. Reliableb. Humorousc. Daringd. Ruggedness

24.Maslow’s theory of motivation is made up of five levels. Which of the following is not one of those levels? 

a. Self-concept needsb. Social needsc. Self-esteem needsd. Physiological needs

25.________________ mean(s) that the person has learned to recognize differences in sets of similar stimuli and can adjust responses accordingly. 

a. Driveb. Cuesc. Discriminationd. Learning

26.A(n) ______________ is a person’s enduring favourable or unfavourable evaluations, emotional feelings, and action tendencies toward some object or idea.

a. Attitudeb. Cuec. drive d. feeling

27.Complex buying behaviour involves a three-step process. Which of the following is not one of those steps?

a. The buyer makes a thoughtful choice.b. The buyer recognizes the need.c. The buyer develops attitudes about the product.d. The buyer develops beliefs about the product.

28.There are a number of ways in which marketers can learn about the stages of the buying process for their product. Which one is described as purchasers recalling the events leading to their purchase? 

a. Prescriptive methodb. Retrospective methodc. Prospective methodd. Introspective method

29.Candy has decided to go to McGill University because of the scholarships she will receive. In what stage of the Buying Decision Process is she involved?

a. Purchaseb. Information Searchc. Post Purchased. Problem Recognition

30.When consumers compare their expectations to the actual delivery of a product or service and the expectations are exceeded, the consumers are said to be what?

a. Unhappyb. Disappointedc. Delightedd. Satisfied

31.The field of retail behaviour studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. 

a. Trueb. False

32.Different ethnic and demographic niches do not always respond favourably to mass market advertising. 

a. Trueb. False

33.Social classes do not reflect income alone, but also other indicators such as occupation, education, and area of residence. 

a. Trueb. False

34.Aspiration groups are those whose values or behaviour an individual rejects; dissociative groups are those the person hopes to join. 

a. Trueb. False

35.Another shift in buying patterns is an increase in the amount of dollars spent and influence wielded by children and teens. 

a. Trueb. False

36. In the Empty Nest I stage, families are made up of older married couples, no children living at home, and the head of household is in the labour force. 

a. Trueb. False

37.People who are computer-savvy are good prospects for home banking to pay bills, switch money between accounts, and check their balances. 

a. Trueb. False

38.Brand personality is only created by those companies that have created a cartoon character to represent their products and services.

a. Trueb. False

39. Motivation researchers often collect “in-depth interviews” (like word association and role playing) with a few dozen consumers to uncover deeper motives triggered by a product.

a. Trueb. False

40.An attitude is a person’s enduring favourable or unfavourable evaluations, emotional feelings, and action tendencies toward some object or idea. 

a. Trueb. False