Principles of Marketing — DU Bachelor of Management Studies Previous Year Question Papers

Attempt 6 questions in all 1. (a) Garmin has launched a range of Smartwatches which include a number of features such as health-tracking, support for offline maps with tum-by-turn directions, an immersive AMOLED touchscreen, solar versions with solar charging, advanced GPS navigation, sleep tracking etc. In which quadrant of the BCG Matrix would you place these watches ? State giving reasons. What strategies would you suggest for them according to the quadrant identified. 7 (b) Arkin enterprises is a travel bag manufacturing company. Being in the leather business they are planning to launch a new line of shoes for. the middle segment of the market. Suggest a segmentation, targeting and positioning strategy based on different bases of market segmentation. Identify the targeting and positioning strategy you would use. Justify your chosen segmentation variables, and explain how they will contribute to effective targeting and positioning. 8 2. (a) Mavel is a startup shampoo brand has launched a range of - customised shampoos for different hair types. Since its customised according to the individual needs of the customers it is priced a higher than the regular sulphate free, paraben free shampoos. It is being distributed directly without involvement of other channels and promoted mainly through social media marketing. State the major Macro and Micro environmental factors that can impact the sales and distributión of the Mavel's line of shampoos highlighting their importance. 7 (b) Market Orientation is a business philosophy cantered on identifying and fulfilling customer needs and wants. Discuss the different marketing orientation approaches that may affect an organization's marketing 2 strategy with their pros and cons. * : 8. (a) The market for organic fruit and vegetables is booming as more and more people try to follow a healthier lifestyle and companies are able to command high prices for their products. In which stage of the Product Life Cycle would you place the organic fruits and vegetables ? What marketing strategies will you use for them.? 7 (b). What is a Product ? Discuss the different types of product classifications. Discuss the terms Product mix length, breadth and depth with help of examples. 8 4. Which characteristic of services is most responsible for the issues as cited 'below'? What strategies should the concerned business use tó manage this challenge and ensure uniform service delivery across locations ? 3×5 (a) A 5-star hotel chain is known for premium service but faces challenges in training and maintaining service quality during peak tourist seasons. (b) A startup offers car wash services through a mobile app with weekly or monthly subscription plans. Customers frequently cancel due to service delays and lack of communication. (c) A boutique financial advisory firm targets young professionals in metro cities. Their service is high-touch, but they find it difficult to convince. prospects of the value before they commit.