Final Exam (Take-Home) Summer - 2020

Student Name: Reg. ID:

Program: MBA Instructor: Muhammad Waqas
Rana
Subject: Marketing for Managers Max. Marks:30

Q. No. 1 2 3 4
Total Marks 6 8 8 8
Obtained Marks

Department of Business Administration

Please follow the instructions carefully:

1. Write your answers in a Word file or any other format specified by the instructor and
upload the file before the due date on LMS.
2. Write your name and registration ID on the first page of your Word file.
3. Answer scripts can be uploaded on LMS any time before its deadline. Therefore,
do not wait for the last hour to avoid any unforeseen problems.
4. Submission of answer copy(ies) will be considered acceptable through LMS only.
Therefore, do not submit your document through email or any other medium.
5. Use 12 pt. font size and Times New Roman font style along with 1-inch page
margins.
6. Follow the requirements of the word limit and the marking criteria while writing your
answers.
7. Provide relevant, original and conceptual answers, as this exam aims to test your
ability to examine, explain, modify or develop concepts discussed in class.
8. Do not copy answers from the internet or other sources. The plagiarism of your answers
may be checked through Turnitin.
9. Recheck your answers before the submission on LMS to correct any content or
language related errors.
 10. Double check your word file before uploading it on LMS to ensure that you have
uploaded the correct file with your answers.

ATTEMPT ALL QUESTIONS

Q.1 CASE STUDY 6 MARKS

In the summer of 2014, people with connections to ALS (Lou Gehrig’s disease) raised awareness
of the condition by urging people to post videos of them dumping buckets of ice water over their
heads and challenge others to do the same. The efforts raised millions of dollars in online
donations to the ALS Association for enhanced research and patient services. This real time
marketing campaign generated 17 million videos uploaded to social media platforms from 159
countries. Celebrities posting videos included Will Smith, Bill Gates, Oprah Winfrey, and Mark
Zuckerberg. The Ice Bucket Challenge generated 70 billion video views while raising $220
million. The best part? Zero dollars were spent to promote the Ice Bucket Challenge, yet 440
million people saw it. The ALS Association has now turned the wildly successful challenge into
an annual social media campaign, bringing back the original Ice Bucket Challenge .Every
August until a Cure. For more information, visit www.alsa.org/fight-als/ice-bucketchallenge.

Q.a Marketing is a shift for traditional marketers who can now digitally link brands to important
moments in customers’ lives. Explain how marketing was used in the Ice Bucket Challenge.
Why was this campaign successful? (3 MARKS) Limit: 100 Words

Q. b Create a marketing campaign for a product or service of your choice to create customer
engagement using online, mobile, and social media. How would you measure the success of your
campaign? (3 MARKS) Limit: 100 Words

Q.2 Find out the Product Mix Pricing Strategies and Price Adjustment Strategies use by different
companies in Pakistan. Justify your answer by explaining the concepts using the promotional
strategies. (Hint: Advertisement) (8 MARKS) Limit: 250 Words

1. Product line pricing

2. Optional product Pricing
3. Captive Product Pricing
4. By-product pricing
5. Product bundle pricing
6. Discount and allowance pricing
7. Segmented pricing
8. Psychological Pricing
9. Promotional Pricing
10. Dynamic Pricing

Q.3 Your Company is planning to launch a new product in the FMCG category. What would be
the product development process and how will you choose a Differentiation and Positioning
Strategy (8 MARKS) Limit: 200 Words

Q.4 What are the characteristics of Generational Marketing (Baby Boomers, Generation X and
Y) and its role in marketing? How the marketers should target the people of different
Generations. Give ideas and ways how the marketers can attract its customers keeping in mind
the fundamental functions of marketing i.e Sociology, Psychology, Economy and Macro Trends.
(Hint: With respect to Pakistan) (8 MARKS) Limit: 300 Words