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Title Name Amity Solved Assignment B. Com 1st Sem for Principles of Marketing 
University AMITY
Service Type Assignment
Course B.Com
Semester Semester-I Course: B.Com
Short Name or Subject Code Principles of Marketing 
Commerce line item Type Semester-I Course: B.Com
Product Assignment of B.Com Semester-I (AMITY)
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                                                                                                                                  Principles of Marketing                                   

Assignment A

  1. What are the major channel member functions? Differentiate between a zero-level channel and three-level channel, discuss using an example.
  2. Discuss the purpose and content of a marketing plan? Using examples, discuss the importance of the marketing environment to the marketing planning process.
  3. Why is target marketing so important to the contemporary marketer, and what are the criteria for effective segmentation?
  4. What is Product portfolio? Discuss the product line stretching strategy.
  5. What is green marketing revolution? Discuss the companies using this concept for value creation.
  6. What is an integrated marketing communications program? Outline the key steps in the planning of integrated marketing communications strategies.
  7. Critically discuss the various stages of product life cycle. Your product is at maturity stage; discuss strategies to extend this stage. Use an example to justify.
  8. Why is pricing such a dynamic element of marketing? Some feel that “customer value-based pricing is the only way to set prices”. Do you agree with the statement, If yes, discuss how will you set the pricing? If No, discuss the alternative methods of pricing.

 

 

 

Assignment B

CASE STUDY

When it comes to globalizing beauty, no one does it better than L’Oréal. The company was founded in Paris over 100 years ago by a young chemist, Eugene Schueller, who sold his patented hair dyes to local hairdressers and salons. By the 1930s, Schueller had invented beauty products like suntan oil and the first mass-marketed shampoo. Today, the company has evolved into the world’s largest beauty and cosmetics company, with distribution in 130 countries, 23 global brands, and over €17.5 billion in sales. Much of the company’s international expansion and success is credited to Sir Lindsay Owen-Jones, who transformed L’Oréal from a small French business to an international cosmetics phenomenon with strategic vision and precise brand management. During his almost 20 years as CEO and chairman, Owen-Jones divested weak brands, invested heavily in product innovation, acquired ethnically diverse brands, and expanded into markets no one had dreamed of, including China, South America, and the former Soviet Union. His quest: to achieve diversity, “meet the needs of men and women around the globe, and make beauty products available to as many people as possible.” Today, L’Oréal focuses on its five areas of expertise: skin care, hair care, makeup, hair coloring, and perfume. Its brands fall into four different groups: (1) Consumer Products (52 percent of L’Oréal’s portfolio, including mass-marketed Maybelline and high-technology products sold at competitive prices through mass-market retailing chains), (2) Luxury Products (prestigious brands like Ralph Lauren perfume offered only in premium stores, department stores, or specialty stores), (3) Professional Products (brands such as Redken designed specifically for professional hair salons), and (4) Active (dermo-cosmetic products sold at pharmacies). L’Oréal believes precise target marketing—hitting the right audience with the right product at the right place—is crucial to its global success. Owen-Jones explained, “Each brand is positioned on a very precise [market] segment, which overlaps as little as possible with the others.” The company has built its portfolio primarily by purchasing local beauty companies all over the world, revamping them with strategic direction, and expanding the brand into new areas through its powerful marketing arm. For example, L’Oréal instantly became a player (with 20 percent market share) in the growing ethnic hair care industry when it purchased and merged the U.S. companies Soft Sheen Products in 1998 and Carson Products in 2000. L’Oréal believed the competition had overlooked this category because it was previously fragmented and misunderstood. SoftSheen-Carson now derives approximately 30 percent of its annual revenues from South Africa. L’Oréal also invests money and time in innovating at 14 research centers around the world, spending 3 percent of annual sales on R&D, more than one percentage point above the industry average. Understanding the unique beauty routines and needs of different cultures, countries, and consumers are critical to L’Oréal’s global success. Hair and skin greatly differ from one part of the world to another, so L’Oréal scientists study, consumers in laboratory bathrooms and in their own homes, sometimes achieving scientific beauty milestones. In Japan, for example, L’Oréal developed Wonderful mascara specially formulated to curl Asian woman’s eyelashes, which are usually short and straight. The result: within three months it had become Japan’s number-one selling mascara, and girls excitedly lined up in front of stores to buy it. L’Oréal continued to research the market and developed nail polish, blush, and other cosmetics aimed at this new generation of Asian girls. Well known for its 1973 advertising tagline—“Because I’m Worth It”—L’Oréal is now a leader in beauty products around the world. As Gilles Weil, L’Oréal’s head of luxury products, explained, “You have to be local and as strong as the best locals, but backed by an international image and strategy.”

 

QUESTION 1  Review L’Oréal’s brand portfolio. What role have target marketing, smart acquisitions, and R&D played in growing those brands?                      

QUESTION 2  Who are L’Oréal’s greatest competitors? Local, global, or both? Why?         

QUESTION 3  What has been the key to successful local product launches such as Maybelline’s Wondercurl in Japan?

 

 

 

 

Assignment C

QUESTION 1

  Which of the following statements is correct?                    

  1. Marketing is the term used to refer only to the sales function within a firm
  2. Marketing managers usually don´t get involved in production or distribution decisions
  3. "Marketing is an activity that considers only the needs of the organization, not the needs of society as a whole"
  4. "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large"

 

 

QUESTION 2

The term marketing refers to:                       

  1. New product concepts and improvements 
  2. Advertising and promotion activities 
  3. A philosophy that stresses customer value and satisfaction 
  4. Planning sales campaigns

 

 

QUESTION 3 

In the relationship marketing firms focus on__________ relationships with__________.                       

  1. Short term; customers and suppliers 
  2. Long term; customers and suppliers 
  3. Short term; customers 
  4. Long term; customers

 

 

QUESTION 4 

The Coca Cola organization is an official sponsor of the Olympics. The firm is engaging in:                       

  1. Place marketing 
  2. Event marketing 
  3. Person marketing
  4. Organization marketing

 

 

QUESTION 5

Which of the following is NOT an element of the marketing mix?                       

  1. Distribution 
  2. Product 
  3. Target market
  4. Pricing

 

 

QUESTION 6 

"The term ""marketing mix"" describes:  "                       

  1. A composite analysis of all environmental factors inside and outside the firm
  2. A series of business decisions that aid in selling a product 
  3. The relationship between a firm´s marketing strengths and its business weaknesses
  4. A blending of four strategic elements to satisfy specific target markets

 

 

QUESTION 7 

Diversification is best described as which of the following?                       

  1. Existing products in new markets
  2. Existing products in existing markets 
  3. New products for new markets
  4. New products for existing markets

 

 

QUESTION 8 

Market expansion is usually achieved by:                       

  1. More effective use of distribution 
  2. More effective use of advertising 
  3. By cutting prices 
  4. All of the above are suitable tactics

 

 

QUESTION 9 

A market with which of the following characteristics would generally be less competitive?                         

  1. High barriers to entry 
  2. Lots of potential substitutes exist 
  3. Strong bargaining power among buyers 
  4. Strong bargaining power among suppliers

 

 

QUESTION 10 

"Marketing decision makers in a firm must constantly monitor competitors´ activities-their products, prices, distribution, and promotional efforts-because”                     

  1. The competitors may be violating the law and can be reported to the authorities
  2. The actions of competitors may threaten the monopoly position of the firm in its industry 
  3. The actions of competitors may create an oligopoly within an industry 
  4. New product offerings by a competitor with the resulting competitive variations may require adjustments to one or more components of the firm´s marketing mix

 

 

QUESTION 11 

"When looking at consumer income, marketers are most interested in"                       

  1. Discretionary income 
  2. Deferred income
  3. Inflationary income 
  4. Disposable income

 

 

QUESTION 12 

Today´s marketers need---                       

  1. Neither creativity nor critical thinking skills 
  2. Both creativity and critical thinking skills 
  3. Critical thinking skills but not creativity 
  4. Creativity but not critical thinking skills

 

 

QUESTION 13 

Political campaigns are generally examples of---                      

  1. Cause marketing
  2. Organization marketing
  3. Event marketing
  4. Person marketing

 

 

QUESTION 14 

"Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of---  "                       

  1. Pricing
  2. Distribution
  3. Product development 
  4. Promotion

 

 

QUESTION 15 

"_____ is the collection and interpretation of information about forces, events, and relationships that may affect the organization."                      

  1. Environmental scanning
  2. Stakeholder analysis
  3. Market sampling
  4. Opportunity analysis

 

 

QUESTION 16 

Assume you are in charge of the politically-mandated process of converting the economy of a developing African nation from state-controlled to market-driven business ventures. Your ability to control_____ will most likely determine the future success of the country and its government.                         

  1. The culture 
  2. Marketing 
  3. Technology
  4. Competitive environment

 

 

QUESTION 17 

Which of the following is typically NOT a result of recognizing the importance of ethnic groups by marketers?                       

  1. Use of an undifferentiated one-size-fits-all marketing strategy
  2. Different pricing strategies for different groups
  3. Variations in product offerings to suit the wants of a particular group 
  4. Study of ethnic buying habits to isolate market segments

 

 

QUESTION 18 

 Early adopters of which opinion leaders are largely comprised of and  tend to be---                         

  1. "Generalized; that is, they tend to lead the group on most issues"
  2. More likely to buy new products before their friends do and voice their opinions about them 
  3. From the upper class; people from other classes are more likely to be followers
  4. "Quiet, withdrawn people who don´t make fashion statements or take risks easily"

 

 

QUESTION 19 

An imbalance between a consumer´s actual and desired state in which recognition that a gap or problem needs resolving is called--                       

  1. Motive development
  2. An attitudes
  3. A self-concept
  4. Product Evolutions

 

 

QUESTION 20 

"According to Maslow s Hierarchy of Needs theory, the need for fulfillment, for realizing one´s own potential, and for fully using one´s talents and capabilities are examples of__________ needs."                       

  1. Self-actualization
  2. Physiological 
  3. Social 
  4. Esteem

 

 

QUESTION 21

Strategic marketing planning establishes the---                       

  1. Resource base provided by the firm´s strategy
  2. Economic impact of additional sales
  3. Tactical plans that must be implemented by the entire organization
  4. Basis for any marketing strategy

 

 

 

QUESTION 22 

The strategic marketing planning process begins with---                      

  1. The writing of the mission statement 
  2. The establishment of organizational objectives
  3. The formulation of a marketing plan
  4. Hiring a senior planner

 

 

QUESTION 23 

Which of the following is a strategic marketing planning tool?                      

  1. The market share/market growth (BCG) matrix
  2. The consumer scanning model
  3. A market vulnerability/business opportunity matrix
  4. Market sheet analysis

 

 

QUESTION 24 

These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to maximize short-term profits and stimulate a positive cash flow.                      

  1. Harvest objectives
  2. Divest objectives
  3. Hold objectives
  4. Growth objectives

 

 

QUESTION 25 

These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited                      

  1. Niche
  2. Hold
  3. Harvest
  4. Divest

 

 

 

QUESTION 26 

Market expansion is usually achieved by:                       

  1. More effective use of distribution
  2. More effective use of advertising
  3. By cutting prices
  4. All of the above are suitable tactics

 

 

 

QUESTION 27 

Diversification is best described as which of the following?                     

  1. Existing products in new markets
  2. Existing products in existing markets
  3. New products for new markets
  4. New products for existing markets

 

 

QUESTION 28 

"When companies make marketing decisions by considering consumers´ wants and the long-run interests of the company, consumer, and the general population, they are practicing which of the following principles?  "                    

  1. Innovative marketing 
  2. Consumer-oriented marketing
  3. Value marketing
  4. Societal marketing

 

 

QUESTION 29 

The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives is called---                         

  1. Marketing strategy.
  2. Marketing control.
  3. Marketing analysis.
  4. Marketing implementation

 

 

QUESTION 30 

The use of price points for reference to different levels of quality for a company´s related products is typical of which product-mix pricing strategy?                      

  1. Optional-product pricing 
  2. Captive-product pricing 
  3. By-product pricing 
  4. Product line pricing

 

 

QUESTION 31

_______________ is a strategy of using a successful brand name to launch a new or modified product in a new category.                      

  1. Duo-branding 
  2. Line extension
  3. Brand extension
  4. Multi-branding

 

 

QUESTION 32

The fact that services cannot be stored for later use or sale is evidence of their---                        

  1. Perish ability.

     2. Inseparability

    3. Variability

   4. Perish ability

 

 

QUESTION 33 

"_________________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.  "                     

  1. The promotion mix
  2. Integrated international affairs 
  3. Integrated marketing communications
  4. Integrated demand characteristics

 

 

QUESTION 34 

The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the:                  

  1. Decline stage.
  2. Introduction stage.
  3. Growth stage.
  4. Maturity stage.

 

 

QUESTION 35 

"If Honda uses its company name to cover such different products as its automobiles, lawn mowers, and motorcycles, it is practicing which of the following strategies?"                   

  1. New brand strategy
  2. Line extension strategy
  3. multi-brand strategy
  4. Brand extension strategy

 

 

QUESTION 36

"The _______________ holds that consumers will favor products that are available and highly affordable (therefore, work on improving production and distribution efficiency).  "               

  1. Product concept
  2. Production concept
  3. Production cost expansion concept
  4. Marketing concept

 

 

QUESTION 37

"When producers, wholesalers, and retailers act as a unified system, they comprise a---"                

  1. Conventional marketing system.
  2. Power-based marketing system.
  3. Horizontal marketing system.
  4. Vertical marketing system.

 

 

QUESTION 38

A marketing philosophy summarized by the phrase "a good product will sell itself" is characteristic of the_________ period.                   

  1. Production
  2. Sales
  3. Marketing
  4. Relationship

 

 

QUESTION 39

Toyota´s Prius and Honda´s hybrid Civic are examples of technological products inspired by--                 

  1. Style considerations in the Japanese automobile industry
  2. Social pressure to develop more fuel-efficient vehicles with fewer dangerous emissions
  3. The desire of many engineers to simply make interesting products
  4. The realization that Japanese people didn´t need large, high-speed cars

 

 

QUESTION 40

The total number of items that the company carries within its product lines refers to the …...of the product mix.                              

  1. Width
  2. Depth
  3. Length
  4. Consistency

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