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Lahore School of Economics: Bsc-Iv A

This document provides instructions for a final exam for a Marketing Management course. It includes 4 questions to be answered in 2 hours and 30 minutes. Question 1 asks students to analyze a TV commercial and compare the target markets of that brand and a competitor. Question 2 asks about product differentiation strategies and their impact. Question 3 involves analyzing the marketing strategy of a fast food company in Pakistan. Question 4 asks students to discuss how the role of a marketing manager has changed post-COVID.

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Waqas Umar
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100 views1 page

Lahore School of Economics: Bsc-Iv A

This document provides instructions for a final exam for a Marketing Management course. It includes 4 questions to be answered in 2 hours and 30 minutes. Question 1 asks students to analyze a TV commercial and compare the target markets of that brand and a competitor. Question 2 asks about product differentiation strategies and their impact. Question 3 involves analyzing the marketing strategy of a fast food company in Pakistan. Question 4 asks students to discuss how the role of a marketing manager has changed post-COVID.

Uploaded by

Waqas Umar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Lahore School of Economics

Course Title: Marketing Management


Degree Program & Year: BSc-IV A
Term:
Year: 2020
Test: Mid/Final Final Exam
Test Date:
Time Allowed: 2 hour 30 mins
Instructor Name: Dr. Sana Azar
TA Name: Zara Nauman
Student Name: _______________________
Student ID: _______________________

Instructions: You will be required to conduct some secondary research for this exam.
Think like marketing manager while answering the questions. Be careful in managing your
time.

1.
a. Select a recently playing TVC and critically analyze it using all concepts studied in
marketing management course. Mention the TVC and copy paste the link from where you
watched the TVC. (10 marks)
b. Select a recently playing TVC of a competitor and compare and contrast the target market
for both brands. (10 marks)

2. Product differentiation is essential to the branding process. In choosing to differentiate a product,


a marketer has the choice of form, features, performance quality, conformance quality, durability,
reliability, reparability, and style. Considering the diverse means of differentiating products and
services. Which ones have the most impact on your choices? Why? Which has least impact on your
choice? Why? Give examples to support your answer. (10 marks)

3. Fast Food Industry in Pakistan is the 2nd largest in Pakistan. It accounts for 27% of its value added
production and 16% of the total employment in manufacturing sector with an estimated 180 million
consumers, Pakistan holds the world's eighth largest market when it comes to fast food and food
related business.
a. Select any one firm in this industry and explain in detail the marketing bull’s eye for it. (10
marks)
b. Develop a positioning map (use the excel template). (10 marks)

4. Write a note - How has the task of a marketing manager changed post COVID (analyze it using all
concepts studied in marketing management course). (10 marks)

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