UNIVERSITY OF COLOMBO, SRI LANKA

FACULTY OF MANAGEMENT AND FINANCE

Postgraduate & Mid-career Development Unit

Master of Business Administration/ Master of Business Administration inFinance/ Master of Business Administration in HRM/ Master of Business Administration

in Marketing ( Semester l l , First Half) Examination - 200g

MBA tr6

,

Marketing'Management

Ihree (03) Hours

Answer Four (04) questions in all selecting Two questions (02) from Part-One includingquestion No. one (01) and any Two (02) questions from Part-Two including question No.

Four(04) or Five (05).

Answers for Part-One, and Part-Two should be given in separate answer books

l. Answer any Five (5) of the folowing questions:

i. Define Marketing and explain how this helps to consumer?

ii. Distnguish between Marketing Function and Marketing Philosophy and discuss the

link between two.

iii' "Customer is always right"' . Discuss this statement based on reality

concept with suitable examples.

iv. Briefly explain the Total Customer Perceived Value and Total customer Cost.

v. Describe the different Self Images of the consumer.

\

vi. Briefly explain the Traditional and Emerging Approaches to Market Segmentarion.

vii. "A brand has to be positioned in the consumer's mind at a place reserved tbr thatproduct category, otherwise, it may end up competing with brands with which it neverintended to compete". Discuss this statement citing suitable example.

(Total 5x6 = 30 Marks)

2. " Prof. Levitt, coined a new term to define the shortsighted vision of business firms. Heobserved that shortsightedness in policies and practices of business firms is manifested innumerous ways such as nalrow definition of the business, preoccupation with a productor technology, the belief that the product is forever, too much faith in mass production,and over optimism about the expanding population,'.

critically assess these numerous symptoms of marketing myopia.

(20 Marks)3' Explain what is meant by consumer behaviour. Discuss in this connection the various

psychological factors that influence the consumer decision makins.

(20 Marks)

PART - TWO

4. (i) outline the importance of information to the company and themarketing research conducted online.

(ii) Explain how a particular organization in Sri Lanka applies marketing research concepts andthe other related aspects into their practical scenario in order to consider that as one of themain sustainable competitive advantage source

(15 Marks)

(Total25 Marks)

strengths and weaknesses of

( l0 marks)

5. (i) "Companies today can no longer afford to pay attention only to their domestic market,

regardless of its size. Sri Lankan organizations also follow the same march towards

entering foreign markets though they face number of challenges, barriers, and problems".

Discuss.

(10 Marks)

By referring to one particular organization in Sri Lanka, explain how it deals with

international marketing efforts including the ways they apply key concepts on

international marketing in order to reach the expected destination via successful journey

through globalization of markets.

( l5 Marks)

(Total25 Marks)

6. Service industry is a convenience industry which saves your time for price while making '

your life is comfortable with the environment which has been very well known as

convenience industry. Still services are with typical characteristics and practical problems

which impede the service marketers to proceed towards successful operations.

(i) How internal and interactive marketing can play major role in this regard as per

the article, titled "Ritz-Carlton: taking care of those who take care of

customers"? and compare with your own organization

(10 Marks)

(ii) What would you suggest them to overcome the problems emerge through those

typical characteristics and other practical problems by using your all sorts of

intellectual property and intelligence with relevant models, illustrations and

examples discussed in the relevant session

(15 Marks)

(Total25 Marks)

1 It is said that companies must ask not only "How can we reach customers?" but also

.,How can we find ways to let our customers reach us easily and conveniently?"

(i) Briefly explain the factors changing the face of today's marketing communications

with

relevant examples (10 Marks)

(ii) Discuss how the Inregrated Marketing Communications assist the organizations to

find those ways with the help of the overall responsible person appointed as a

marcom manager/director

(15 Marks)

(Total25 Marks)

(i) Explain why companies use marketing channels and discuss the functions these

channels perform by citing relevant examples.

( i0 Marks)

(ii) What factors does a cosmetics company need to consider when designing its

marketing channel (s) for a new low-priced line of cosnretics?

(05 Marks)

(iii) Take a position and submit your argument on "channel images do not really affect

the brand images of the products they sell that much versus channel images must be

consistent with the brand image"

(10 Marks)

(Total25 Marks)