EAB10803

MARKETING

Group Assignment
CASE STUDY
PREPARED BY:
AMIRAH HUSNA BINTI OMAR
ANIS RIDHWANI BINTI AHMAD RIFFAI
HAZIQAH HUSNA BINTI ISMAIL
NUR AYUNI BINTI AZIZAN
SITI SARAH BINTI NOOR ALSHURDIN
SYIRAIN BINTI SAFRUDIN

62213114003
62213114020
62213114023
62213114026
62213114005
62213114017

GROUP:
TDP10
DATELINE:
18 February 2015
th

LECTURERS NAME:
MR MIOR SAIFUL AZWAN BIN MIOR SAFIAN

CASE STUDY 1
Managing Marketing Information to Gain Customer Insight
Question A
Ethnographic research refers to sending observers who were trained to observe and
communicate with the society naturally. On the other side, observational research is
observing certain group of people, their actions and environment in order to gather primary
data. Besides, survey research is the best method to be used for descriptive information. The
example of descriptive information are knowledge, buying behaviour, attitudes and
preferences. This method is flexible, people can be unable or unwilling to answer, gives
misleading or pleasing answers and privacy concerns. Lastly, experimental research is
known for gathering informal information and cause-and effect relationship.
Question B
Marketers can get data from the internal database which is made upon records of consumer
and market information data sources within the company network. For example, the
accounting or finance department, gives the sales transactions, all the costs and the cash
flow of a business. Besides that, they also provide the operation reports on the productionrelated issues, sales and marketing provides information on customer transactions,
demographics and buying behaviour.

On the other hand, internal data are more cost-

effective sources and really easy to access. Competitive marketing intelligence is a collection
and analysis of publicly available data about consumers, competitors, and developments in
the industry. It can come from questioning the employees, analysing the competitors
advertisements and annual reports, studying competitors products, monitoring internet news
and researching the internet. Furthermore, to the internal data and competitive marketing
intelligence, marketers often need formal studies of specific situations. To fulfil these needs,
they do marketing research in order to collect, analyse and reporting secondary and primary
data to a better form of decisions.

CASE STUDY 2
Pricing Strategies
Question A
There are five product mix pricing strategies which are product line pricing, product bundle
pricing, optional-product pricing, captive-product pricing and by-product pricing. Firstly,
product line pricing. This mix pricing strategy shows that the company considers the
difference of cost between products in line production. Competitors price of products or
services and customers evaluation of the products or services features are also important for
the company. Next is optional-product pricing. It is about the alternatives or accessory
products that come along with the main product. Customers will use the accessories
products whenever they use the main product. The price of the main product may be low but
the price of its accessories might be higher. Another product mix pricing strategies is captiveproduct pricing. This product mix pricing strategy takes into account the products that need to
be used together with the main product. To function better, the main product needs another
complement product. For example, the DSLR camera needs its lens to operate better. Nikon
may set a low price for the DSLR camera but, the lenses are costly. Besides that, by-product
pricing. This mix pricing strategy involves the products that have no value or little value when
the main products are produced. Company only takes into account about the cost to cover
the storage and also the transportation cost that is related to the products. This means that
company does not take any profit or only take a small value of profit on it. Lastly, product
bundle pricing. For this mix pricing strategy, company reduces the price of combination of its
certain products.

Question B
In other way, a company can set a uniform worldwide price. However, most companies adjust
their prices to reflect local market conditions and cost considerations. A business need to
take into account all the external factors like the economic conditions , competitive
situations , laws and regulations and the development of the retail and wholesale system.
The customers view and preferences also may be different from county to country, calling for
different prices. These companies may have various marketing missions in different ranges
of world markets. Moreover, costs may play a crucial role in setting up the international
prices. The management must be prepared for any price fluctuation in the world markets that
may vary from selling strategies or market conditions at certain time. The additional costs of

product modifications, shipping and insurance, import tariffs and taxes, exchange-rate
fluctuations, and physical distribution should all be factored into the price.