SABARAGAMUWA UNIVERSITY OF SRILANKA, FACULTY OF MANAGEMENT STUDIES, at [BSc HONOURS IN MARKETING MANAGEMENT ‘YEAR II SEMESTER T EXAMINATION ~ MARCH/APRIL 2022 MARKETING MANAGEMENT ~ MM 2113 ‘Time allowed: THREE (3) hours Answer only 08 questions “Marks foreach sub-setion within a question i apinicated "You are responsible for clear and legit wring 1) Organizations offer different items to satisfy customer needs and wants. List down the different offerings with relevant examples. (65 Marks) ). “Marketing is selling and advertising’. Do you agree with this statement? Justify your answer (C7 Marks) ©) Compared with other concepts, holistic marketing recognizes that "everything matters” in marketing. Explain the applicability of holistic marketing to real~ ‘world marketing management practices (08 Marks) 2 a) Explain the value delivery process with practical examples, (05 Marks) +) Iris important to identity strategic planning gaps to develop marketing strategies ‘What are the different strategies that organizations can use to fill the 3 levels of strategie planning gap? (06 Marks) (©) “PRD food comer’ is decided to enhance the business by expanding its produet, portfolio tothe fruit juice category. The management knows that having a proper information system can enhance the quality of this decision. Considering the sven seenaro as a marketing undergraduate, explain to them how to use different fteas of management information systems to make effective decisions. (09 Maris) 3-8) List down major influencers on business buyers (04 Marks) b) Brie explain the buying situations with proper examples? (06 Marks) ©) BRITISH AIRWAYS Since 2012, British Airways has won no less than 35 major wards fr its quality of service. Mest recently, the artine won Best Airline, Best ‘Short-Haul Carrier, and Best Frequent Flyer Program at the Business Traveler ‘Awards In 2014, British Airways also scooped the Times Travel Award for Best Airline the Condé Nast Traveller Award for Short-Haul Airline of the Year, ‘several Daily Telegraph awards, and the renowned Chinese Travel Industry ‘Award for Best European Airline and the Superbrands Award for Consumer ‘Superbrand. For many global brands, such as British Airways, quality service is at the center ofall their activities. ‘Businesses ean be the consumer super brand by developing excellent value to the ‘customer, Explain the castomer value, satisfaction, and loyalty using British ‘Airway as an example. (10 Marks) Page 10f2a » ° 9 » ‘Assume that you are the Marketing Manager of a new company that is ready 0 launch @ new "Soft Drink" brand to the Si Lankan market. The Board of Directors of the company has assigned you to complete the following tasks: (State four (04) possible variables that can be used in segmenting the market forthe new product (List three (03) factors that need to be considered when evaluating market segments Briefly explain five (05) dimensions of differenti ing a market offer? State four specific atack strategies with Sri Lankan examples, ‘You and your friend expect to start a new business after the graduation based on the trends in the business environment. Briefly explain the new product development process relating to the new business. () New businesses consider customers as core producers of the business value Explain the concept of “customer as co-producers’, taking appropriate examples from the Sri Lankan context. (1) How can organizations enhance customer engagement on self-service technologies? Waite short notes on the followings: a » ° ® ° ‘Customer Relationship Management Marketing Intelligence Societal Marketing Concept (Customer Satisfaction Global Marketing Page 2of2 (C4 Marks) (08 Marks) (05 Marks) (8 Marks) (10 Marks) (65 Marks) (5 Marks) (C4 Marks) (C4 Marks) (04 Maris) (04 Marks) (04 Marks)