Ba Mba ZC411 Ec 2M Ak 1605956890574

Birla Institute of Technology & Science, Pilani
Work-Integrated Learning Programmes Division

First Semester 2020-2021
Mid Examination (EC-2 Make Up AK)
Course No. : BA ZC411/MBA ZC411

Course Title : MARKETING
Nature of Exam : Open Book
Weightage : 30% No. of Pages =2
Duration : 2 Hours No. of Questions = 7
Date of Exam : 00/00/2020 (00)
Note:
1. Please follow all the Instructions to Candidates given on the cover page of the answer book.
2. All parts of a question should be answered consecutively. Each answer should start from a fresh page.
3. Assumptions made if any, should be stated clearly at the beginning of your answer.
Q.1. A premier two wheeler company XYZ produced during the 60’s and the 70’s a very limited
range of scooters with standard features. The emphasis was on reducing costs through mass
production. The company today has a large number of models both for its scooters and for
motorcycles. It had developed these models to meet the needs of different buyer groups and
thereby provide value to the consumers. What was the company orientation toward the market in
the 60’s and 70’s (Production Concept – 1.25 marks) and what is the company orientation
today (Marketing Concept – 1.25 marks)? Justify. [2.5 + 2.5 = 5]
Justification: Production Concept – reducing costs; mass production and Marketing

Concept – Meeting needs of buyers; providing value to consumers (2.5)
Q.2. ABC Group is a market research firm that sells field interviewing services to a software
development firm. Can ABC Group be categorized as a custom market research firm? Justify
briefly. [2 + 2 = 4]
Solution: No (2)
Justification: ABC group is a specialty-line marketing research firm as it sells field
interviewing services, whereas a custom marketing research firm is hired to carry out
specific projects (2).
Q.3. Critics of Nike often complain that its shoes cost almost nothing to make, yet are priced so
high. Identify the elements of providing and communicating value that add to Nike's cost
structure and result in the high price of Nike shoes. [5]
Answer: Although the raw materials and manufacturing costs of a sneaker are relatively
low, marketing the product to the consumer is quite expensive. Providing value includes
R&D costs and the costs associated with shipping to retail locations as well as the retailers'
overhead. Communicating value includes obtaining celebrity endorsement and extensive
advertising. Nike must also pay for a sales force that communicates the product's value to
retailers and helps ensure that products are available in retail locations convenient to end
consumers.
BA MBA ZC411 (EC-2 Make Up AK) First Semester 2020-2021 Page 1 of 2

Q.4. Identify the type of “choice heuristic” displayed by Sachin and Tye in the below situations.
[2*2 = 4]
a) Sachin is considering purchasing a computer from Best Buy. He has created a scale for rating
eight different computers on three different characteristics. He plans to make a short list of only
those computers that score at least a 7 on his scale on all three characteristics. (conjunctive
heuristic)
b) Tye chooses a smart phone simply because he perceives it to be rated highest on megapixels,
which he believes is the most important attribute in a smart phone. (lexicographic heuristic)
Q.5. You know that people play five roles in a buying decision. Professor Srikanth advises his
students to purchase the book Marketing Management by Kotler and Keller, to acquaint
themselves with the fundamentals of marketing. What role does he play in the buying decision of
his students? Justify. [1.5 + 1.5 = 3]
Answer: Professor Srikanth plays the role of an Influencer in the buying decision of his
students. Justification: An influencer is a person who explicitly or implicitly has some influence
on the final buying decision of others.
Q.6. Identify the different type of Defense Strategy used in the following situations. [4*1 = 4]
a) If Microsoft announces plans for a new-product development, smaller firms may choose to
concentrate their development efforts in other directions to avoid head-to-head competition.
Answer: preemptive
b) After Olay entered and took over the Indian market with its anti-aging lotion, Ponds invested
heavily in a similar product which used only natural ingredients.
Answer: counteroffensive
c) Petroleum companies such as BP sought to recast themselves as "energy" companies,
increasing their research into the oil, coal, nuclear, hydroelectric, and chemical industries.
Answer: mobile
d) In 2007, Sara Lee sold off products that accounted for a large percentage of its revenues,
including its strong Hanes hosiery brand, so it could concentrate on its well-known food brands.
Answer: contraction
Q.7. When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel,
it attempted to create a point-of-difference (POD). Explain why the hotel may not have been
successful in its attempt to create its POD. [5]
Answer: Student answers will vary. Consumers must see the brand association as personally
relevant to them. Staying in the tallest hotel might not be a necessary need for most tourists;
there might be other factors that are more important. The hotel was not successful in its attempt
to create its POD because of the desirability criteria associated with PODs.
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Birla Institute of Technology & Science, Pilani

Work-Integrated Learning Programmes Division

Course No. : BA ZC411/MBA ZC411

Justification: Production Concept – reducing costs; mass production and Marketing

BA MBA ZC411 (EC-2 Make Up AK) First Semester 2020-2021 Page 1 of 2

BA MBA ZC411 (EC-2 Make Up AK) First Semester 2020-2021 Page 2 of 2

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