MIB IIBM CASE STUDY ANSWER SHEETS - Image building” objectives are com

Detailed Information

Marketing Management

Part one:

Multiple choice:

I.“Image building” objectives are common in _____ type of market structure. (1)

  1. a) Competition
  2. b) Oligopoly
  3. c) Monopoly
  4. d) Monopsony
  5. The concept of the marketing mix was developed by______ (1)
  1. a) N.H Borden
  2. b) Philip Katter
  3. c) Satanton
  4. d) W.Anderson

III. Marketing mix consists of ___ (1)

  1. a) Production recognition
  2. b) Price structure
  3. c) Distribution planning
  4. d) All of these
  1. The concept of the marketing mix involves a deliberate and careful choice of organization, product, price promotion, place strategies and___ (1)
  2. a) Policies
  3. b) Concept
  4. c) Planning
  5. d) All of these

V. Operating cost for the new system is added into implementation cost and is then divided by gains by improvements in productivity is called (1)

  1. a) Economic Value Added
  2. b) Analysis Of Benefits
  3. c) Return On Investment
  4. d) Return On Public Offering
  5. Pricing strategy used to set prices of products that are must be used with main product is called (1)
  1. a) Optional Product Pricing
  2. b) Product Line Pricing
  3. c) Competitive Pricing
  4. d) Captive Product Pricing e

VII. New product pricing strategy through which companies set lower prices to gain large market share is classified as


  1. Optional Product Pricing
  2. Skimming Pricing
  3. Penetration Pricing
  4. Captive Product Pricing

VIII. Company marketing mix that target market segments very broadly is called (1)

  1. Mass Marketing
  2. Segmented Marketing
  3. Niche Marketing
  4. Micromarketing
  1. What does the term PLC stands for?


  1. a) Product life cycle
  2. b) Production life cycle
  3. c) Product long cycle
  4. d) Production long cycle
  1. Which of the following is not a characteristic of “Market Introduction Stage” in PLC? (1)
  2. a) Demands have to be created
  3. b) Costs are low
  4. c) Makes no money at this stage
  5. d) Slow sales volume to start
  6. e) There is little or no competition

Part Two:

  1. Name and define the four Ps of the marketing mix? (5)
  2. Definition of ‘Pricing Strategies’? (5)
  1. What is the role of a Marketing Plan? (5)
  1. Describe the difference in Push & Pull distribution strategies? (5)


Because of its imaginative marketing, excellent new products, and fine service to customers, the Westside Business Computers and Equipment Company grew to be a leader in its field, with sales over Rs. 100 crores annually, high-profit margins, and continually rising stock prices. It became one of the favorites of investors, who enjoyed its fast growth rate and high profits. But the president of the company, Mr. Desai, soon realized that the organization structure, which had served the company so well, no longer fitted the company’s needs.

For years the company had been organized along functional lines, with vice-presidents in charge of production, purchasing, finance, marketing, personnel, engineering, and research and development. In its growth, the company had expanded its product lines beyond business computers to include photocopying machines, projectors, and motion-picture cameras. As time passed on, concern had arisen that its organization structure did not provide for-profit responsibility below the office of the president, did not appear to fit the far-flung nature of the business now being conducted in many foreign countries, and seemed to emphasize the “walls” impeding effective coordination between the functional departments of marketing, production, and engineering. There seemed to be too many decisions that could not be made at any level lower than the president’s office.

As a result, Mr.Desai decentralized the company into fifteen independent domestic and foreign divisions, each with complete profit responsibility. However, after this reorganization was in effect, he began to feel that the divis