Qustion-1 C

Once a product is introduced in the market, the major challenge rests

with the marketing function. The product so introduced is to be
‘adopted’ i.e., purchased and diffused i.e., percolated throughout the
markets. Any ‘new idea or brand catches on through a gradual process
which starts with some adopting it easily and others doing so only
after the so-called ‘opinion leaders’ have satisfied themselves and set
an example.

The faster it happens, the better it is for the firm. Adoption is the
decision of an individual to use the product; while, diffusion is the
collective spread of individual adoption decisions throughout a
market. Thus, adoption process is concerned with the individual
whereas the diffusion process is concerned with the aggregate
behaviour.

The fundamental reason for studying the diffusion and adoption

processes is to increase the level of understanding of how? When? And
why? New products are accepted or rejected. Naturally a more
comprehensive understanding of this process will enhance the success
of future new product introductions.
Qustion 2-A

There is a very high demand of the street foods in Dhaka city of Bangladesh. The reasons can be
attributed by the tastes and varieties of foods, easily accessibility, low price, readily made, attraction
to the foods, and above all, needs of the street people. Dhaka is the most populous city of
Bangladesh. It is also the capital of the country. There are more than 18 million people, as of 2016 in
Greater Dhaka city, living here in this city. It is also one of the most populated cities in the world with
a density of 23,234 people per square kilometer within a total area of 300 square kilometers. Street
food entrepreneurs are still unable to fulfill the demands of this huge population of this city. Due to
the rise in income of the city dwellers, they are coming out
Qustion2-B

Coca cola is a company that knows that their main priority is to reach their products to the
customers. Coca cola focuses on improving the product itself either by design, taste, ingredients,
size, convenience, and many other factors. Coca-Cola’s target market satisfies a wide variety of
cultural consumers around the world. Moreover, their products target people who are health
conscious and people who are on a diet. Their products do fit all age groups from the young to
the old. There are Coca-Cola products for the athletes who train for a sport, such as Powerade
(Coca-Cola Product). Also, this company has focused on people who need coffee in the morning
before they go to work. Coca- Cola owns a joint venture with Illycaffe, Italy coffee brand which is
primarily for the people who are coffee-lovers. The focus of this market, Coca Cola, is applicable
to both male and females. Coca- Cola does engage in product diversification throughout the
world. Coke a product is mainly directed to the young children. Their advertisements are mostly
directed to the young. Coke wants to target the young because they know their product will
give youth’s power and energy.

Q2C

The Boston Consulting Group (BCG) matrix is the best-known approach to portfolio planning
(Figure 8.20 “The Boston Consulting Group (BCG) Matrix”). Using the matrix requires that each
businesses unit owned by a firm be categorized along two dimensions: its share of the market
and the growth rate of its industry. High market share units within slow-growing industries are
called cash cows. Because their industries have bleak growth prospects, profits from cash cows
should not be invested back into cash cows but rather diverted to more promising growth
businesses. This is not to suggest that cash cows are not to be carefully managed to ensure that
the maximum total profits are not “harvested,” just that investments decisions must be grounded
in a different set of values for cash cows.

Low-market-share units within slow-growing industries are called dogs. These units are good
candidates for divestment because of the low return on investment in maintaining a market
presence. High-market-share units within fast-growing industries are called stars. These units
have bright prospects and thus are good candidates for growth and form the basis of the future
success of the firm. Finally, low-market-share units within fast-growing industries are
called question marks. Executives must decide whether to attempt to build these units into stars
or to divest them.
Q3 A

Customer Equity is defined as the total of the discounted lifetime values of the
organization's customer. In short, more loyal the customers, higher is the customer equity.
Customer equity is the total of discounted lifetime values of all of the firms customers. In
layman terms, the more loyal a customer, the more is the customer equity. Firms like
McDonalds, Apple and Facebook have very high customer equity and that is why they have an
amazing and sustainable competitive advantage.
Q3 B

Q3C

An organisation focus (and subsequently its marketing) is centred around five key
categories, classified into the following orientation groups: Production orientation,
product orientation, sales orientation, societal orientation and market orientation.

These approaches dictate the priorities and processes existent within the
organisation, and perhaps more importantly, the manner in which the
organisation takes its core offering to market and how it empowers its marketing
teams.