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ANNAMALAI UNIVERSITY
DIRECTORATE OF DISTANCE EDUCATION
M.B.A. MARKETING MANAGEMENT
SECOND YEAR
Academic Year 2018 - 2019
ASSIGNMENT TOPICS

2.1 PRODUCT AND SERVICES MARKETING

1. Describe in detail the Integrated GAPs model of Service Quality. Assume you are the
manager of a service organization and wanted to apply the GAPs model to improve the
service. Explain the gap you would start with, by highlighting the reason. Also describe
in what order you would proceed to close the gaps.
2. A leading consumer company intends to diversify into hair care products and has
identified shampoo with conditioner to rural markets. The product is not new to the
market. However, the competitive advantage for the company is in technology and
product formulation. Assume you are appointed as a product manager for the company.
Describe in detail the formulation of marketing strategy for the successful launch of the
product to the rural market.
3. A public sector commercial bank is trying to change the way it is perceived by its
customers. It seems and said as slow bank with low technology and customer unfriendly
attitude. Also employees of the branch does not assign due weightage to physical
attraction in the environment. Suggest the bank on the strategy it should implement on
the operations, technology and people fronts including all or any elements of the 7 Ps in
order to attract high profile customers to the bank.
4. Yoga and Spirituality have long been India’s strengths in foreign markets. Also the
ayurvedic product brands from India are making a big league globally. Design strategy
to focus on the measures you would prefer to initiate to increase the influx of high
spending tourists coming from abroad. Also make use of the Indian traditional
knowledge and sell books based on it in the markets abroad. Describe your plan and
explain how you would go about it to promote it in foreign markets.

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2.2 MARKETING RESEARCH
1. Bring out a detailed marketing research that would be useful for a) the public
transport authority in Chennai city b) National Zoological Park - Vandaloor.
2. Panda Inn is a chain of fast food restaurants located in major areas of Chennai. Sales
have been growing very slowly for the last two years. Management has decided to add
some new items to the menu, but prior to that they want to know more about their
customers and their preferences.
a. List possible hypotheses .
b. Explain what kind of research design would be appropriate?
3. The campus food service would like to determine how many people eat in the student
cafeteria. Which survey methods can be used to obtain this information? Which method
is best and why?
4. State the type of experiment being conducted in the following situations. In each
case, identify the potential threat to internal and external validity.
a) Major distributor of office equipment is considering a new sales presentation program
for its sales people. The largest sales territory is selected, the new program is
implemented and the effect on sales is measured.
b) Procter and Gamble wants to determine if a new package design for Tide is more
effective than the current design. Twelve supermarkets are randomly selected in
Chennai. In six of them, randomly selected, Tide is sold in the new packaging. In the
other six, the detergent is sold in the old package. Sales for both groups of super
markets are monitored are monitored for three months.

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2.3 CONSUMER BEHAVIOUR
1. Review the activities undertaken by marketing oriented firms and show the relevance
of consumer behavior of each activity.
2. Explain how the product manager of a breakfast cereal might change consumer
attitudes toward the company’s brand by
a) Changing beliefs about the brand
b) Changing beliefs about competing brands
c) Changing the relative evaluation of attributes
d) Adding an attribute
3. What kind of marketing and socio cultural inputs would influence the purchase of
a) A TV with inbuilt recorder
b) A concentrated liquid laundry detergent
c) A fat-free ice cream
4. Think of a recent major purchase your family has made. Analyze the roles performed
by various family members in terms of the following consumption roles:
a) Influencer b) Decider c) Buyers d) Preparers
e) Users f) Maintainers g) Disposers

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2.4 RURAL MARKETING
1. Rural Marketing is the real marketing – Do you agree or disagree. Substantiate your
views.
2. Does Rural Marketing require strategies? If yes or no – Give a detailed note. What
are the product related strategies for rural marketing?
3. Is rural marketing important in India? – Discuss.
4. “Universe is depending on Rural Marketing”. Do you agree or disagree. Justify your
views?

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2.5 SALES AND DISTRIBUTION MANAGEMENT
1. Sales Manager’s dilemma is mainly in using the Sales Management Information
System towards hiring, training and allocating tasks. – Discuss.
2. Explore new marketing and distribution channel for online e-marketing Companies.
3. Middleman cannot be eliminated in distribution network. – Discuss.
4. Sales management and distribution management are parallel functions –
Elucidate.

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2.6 STRATEGIC MANAGEMENT
1. Do a SWOT Analysis for Reliance Jio 4G services in Indian market and analyse the
strategic approach of reliance communication in this regard.
2. What were the major strategic drawbacks of Kingfisher Airlines? What was the vital
reason for its dropdown? Consider the strategic issues and justify it.
3. Illustrate with examples of hyper competition and competitive dynamic approaches in
strategic marketing.
4. Why would management adopt a stability strategy? Can stability strategies be viable
over a lengthy period of time? Why or Why not?

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2.7.1 E-COMMERCE
1. Enumerate Security of Internet hosts and networks, Public key infrastructure, Safety
of E-Commerce applications, Electronic payment systems, Trust and reputation in E-
Commerce.
2. Discuss about the prevention procedures of the firewall to avoid the attack of
Hackers.
3. “Online Shopping generate new economy”- Comment your opinion with proper
Justification.
4. Discuss the role played by E-commerce in providing customer service at the various
stages (product selection to post purchase) in an online buying transaction.

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2.7.2 BUSINESS RESEARCH METHODS
1. “Empirical research in India creates so many problems for the researchers” State the
problems that are usually faced by young researchers.
2. Using the different measurement scales, prepare a questionnaire, on a topic of your
choice and indicate the statistical tools can be used for analysis of the questionnaire.
3. Critically examine the following statements.
(a) Interviews cause more bias than the use of questionnaire while collecting data.
(b) Projective technique is reliable and authentic method of data collection.
4. “Majority of the researches makes use of primary sources of data and secondary data
sources do not really contribute to a scientific enquiry”. Do you agree or disagree with
the statement? Explain.