SOUTHEAST UNIVERSITY TIS

Set # A
Southeast Business School
Midterm Examination
Semester: Fall 2020
Course Code: MKT 515/5135
Course Title: Marketing Management /Marketing Management & Practices
Section: 2
Program: Master of Business Administration

Time: 24 Hours Full Marks: 30

Answer All The Questions
Question no. 1 (6 Marks)
Akij Group, being one of the largest conglomerates in Bangladesh with a multinational
heritage operates across the country. Explain the Boston Consulting Group Approach (BCG)
to analyze current business portfolio for Akij Group with illustration and examples.

Question no. 2 (3*2=6 Marks)

Analyze the following Products/ Brands mentioned in the table below. Select the appropriate
type of “Marketing concept” for each and briefly discuss about the reason for choosing the
particular type of concept from the Bangladeshi Market perspective.

Serial Number Name of Product/Organizations

Airport Road Side

Beautification by Grameenphone in Dhaka
1

Diamond World’s Jewelries

2

Pran Candy
3

Question no. 3 (6 Marks)

Business marketing is often significant than the consumer marketing. Although like consumer
market, business customers can have distinctive classes and characteristics. Illustrate each
type of business customer with different industries’ example from Bangladesh perspective.
Question no. 4 (6 Marks)
Nestle is one of the world’s leading food companies, making and selling around 2000 brands
in more than 189 countries. In Bangladesh Nestle is offering a wide variety of products as
well. What are the different Personal and Psychological factors that can influence consumer
buying behaviour while purchasing different brands of Nestle? Give Nestlé’s different
brands’ example on each factor.

Question no. 5 (3*2=6 Marks)

Analyze the following types of Strategic Alliances mentioned in the table below. Select the
appropriate type of Strategic Alliance between the companies/organizations and briefly
discuss about the reason for choosing the particular type of Alliance Strategy.

Serial Number Name of Products/Organizations

Standard Chartered Bank and Rangamati Waterfront Resort.
[SCB Signature Card Holders can avail upto 33 % discount on Room
rates at Rangamati Waterfront Resort]

&
Meril Prothom-Alo Performance Awards

&
2

Asset Developments & Holdings Ltd. and BSRM steel

[Asset is regularly using BSRM steel for making its building structures]

&
---Best of Luck---