FM-BINUS-AA-FPU-78/V2R0

BINUS University

Academic Career: Class Program:

Undergraduate / Master / Doctoral *) International/Regular/Smart Program/Global Class*)

 Mid Exam  Final Exam Term : Odd/Even/Short *)

 Short Term Exam  Others Exam

 Kemanggisan  Alam Sutera  Bekasi Academic Year :

 Senayan  Bandung  Malang 2021/2022

Faculty / Dept. : BINUS Business School Undergraduate Deadline Day / Date : Rabu / 27 April 2022
Program / Kewirausahaan Time : 17:00 WIB
Code - Course : MKTG6278002 – Marketing Management Class : LA10-LF10
Lecturer : Team Exam Type : Open Book

) Strikethrough the unnecessary items
The penalty for CHEATING is DROP OUT!!!

• You are required to propose a business startup that are in line with the given industry
category for each class:
• LA → Handicraft
• LB → Fashion
• LC → Food and Beverages
• LD → Technology
• LE → Hospitality
• LF → Cosmetics

You need to describe your product and create a new brand name for your product
before answering each question:
1. Identify several market segments that might buy your product, explain the differences in
characteristics among these consumer segments. (LO1, 15%)
2. Among these various market segments, which segment(s) do you think has/have the most
potential to be your target? Explain with regards to differentiated/ concentrated targeting
strategy (LO1, 15%)
3. Explain the differentiation of your product compared to existing competitors in current
market using perceptual map (LO1, 20%)
4. Explain your product classification based on core product, actual product, augmented
product (LO2, 25%)
5. If you are required to provide additional service for your business, what kind of service
that you will create. How each of service characteristics will be applied in designing this
service support? (LO2, 25%)

Verified by,

Dr. Sahnaz Ubud, ST., M.MT (D6373) and sent to Department on March 28, 2022
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