General Requirements for Both Individual and Group Assignments

I: Individual Assignment (Weight: 20%)

All of You Are Required to Do This Assignment

1. Take the buyer decision process and interview five students about how they purchased
a common product (such as mobile phones, or watch) and compare how they went
through the buyer behavior model. How did they acquire information, pick alternatives,
make choices, and evaluate the success of their purchase?
2. Collect any four local advertisements (Electronic or print) and comment on how they
apply in the real ground.
3. List three of your favorite brand names. What do you like about the product and/or
brand name? What do you dislike? What image does the brand have in your mind? How
loyal are you toward the brand? When was the last time you abandoned a brand name
you had used for some time in favor of a new brand? Why did this happen?
4. List a service that you used and you think as very good. Why is the service good? Review
the service using the material from the chapter. What specifics about the service make
it very good from marketing point of view? Now, do the same thing with a service that
you don’t like. After comparing them separately, compare them against each other. What
could you do to improve the negative service? If you were a competitor, how could you
attack the positive service?
5. Take one private enterprise (organization) from your locality, which is established
currently (new business) and assess the way how price actually charged (which new
product pricing strategy is really implemented by this specific company). Evaluate its
appropriateness against the given theory.

Marketing Management 1
II: Group Assignment (5-10 members) (Weight: 30%)

Each group is required to consider one of the following topics and conduct a survey
study in your organization or any other organization you are more familiar with.
1. Assessment of market segmentation practice: A case Study of …….. Company
2. Promotion strategy practice: A case Study of ……….. Company
3. Assessment of positioning strategy implementation: A case Study of ……….. Company
4. Assessment of pricing strategy practice: A case Study of ……….. Company
5. Assessment of product development process execution: A case Study of ……….. Company
6. Determinants of consumer buying behaviour: A case Study of ……….. Company
7. Assessment of buyer awareness towards individual product decision issues (product
attributes, brand, package, level, and after sales services): A case Study of ………..
Company
8. Analyze demand management practice: A case Study of ……….. Company
Note:
This term paper should include at least the following topics:
• Introduction (i.e. general introduction, study objective, significance & scope)
• Review of related literature (at least include some important issues, which are
relevant for the topic you are working on)
• Methodology
• Analysis
• Identified gaps (conclusion)
• The way forward as professional (recommendation)
Presentation

• There will be presentation for all assignments.

Deadline for paper submission: two weeks before class end according to the university
schedule.

• Assignments that do not meet deadlines will bear penalties and shall not be
considered

Marketing Management 2