Army Institute of Business Administration (Army IBA) Savar

Executive Master of Business Administration (EMBA)

Trimester: May-August 2021
Final Examination
MKT8401: Marketing Management
Batch: EMBA-01 Duration:120 Minutes for Exam and 30 Minutes for Submission
Semester: 02 Full Marks: 50

Instructions:
 Appropriate marks for each question are given in the margin.
Part A (Answer Any Four)

Question 1: What tasks are necessary for successful marketing management? 05

Question 2: Do you consider yourself as a brand? Justify your answer with example. 05

Questions 3: Consider the different means of differentiating products and services. Which ones
have the most impact on your choices? Why? 05

Question 4: For the products listed below identify the demand states that consumers might
display.
A) Windows Phone B) Graveyard Plots C) Museum Visit D) Type Writer.
05

Question 5: As marketers increasingly develop marketing programmes tailored to certain market

segments, some critics have denounced these efforts as exploitive. Critics can be especially harsh
in evaluating marketing programs that target minority groups, claiming they often employ
stereotypes and inappropriate depictions. Discuss whether targeting minorities is exploitive or
targeting minorities is a sound business practice. 05

Part B (Answer Any Two)

Question 6: In planning its market offerings, the marketer needs to address five product levels.
Each level adds more customer value. Describe the product levels for Army IBA Savar Canteen.
15

Question 7: Parachute has recently introduced Skin Pure Coco Olive health soap in the
Bangladeshi marketplace. What type of intensive growth strategy is this? What are the
integrative growth strategies available to Parachute?
15
Question 8:
Based on the above print advertisement of Apex shoe brand, describe the structure of an
advertisement. 15