NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: B2B Marketing
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.
? Students should write the assignment in their own words. Copying of assignments from
other students is not allowed
1. Consider any organization in B2B industry & design a Supply & Value chain for
the same. (10 Marks)
2. Prepare a direct marketing campaign for an organization manufacturing metal
sheets used in automobile industry applying any of the type/technique of direct
marketing. (10 Marks)
3. Read the following Case & solve the questions given:
ABC is a leading brand of furniture in B2C segment having presence in various
cities in India. ABC now plans to introduce in B2B category by launching a
product line in the office furniture category. It intends to sell both Indian as well as
imported furniture so as to cater to the different needs & wants of the target
audience. It intends to target corporates but is not clear how to go about marketing
& selling it to corporates (B2B) as ABC was always involved in selling home
furniture (B2C).
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: B2B Marketing
Internal Assignment Applicable for December 2016 Examination
Questions:
a. Suggest positioning strategies to be adopted by ABC for their new product line in
B2B Category. (5 Marks)
b. Suggest a suitable sales promotion strategy for ABC’s new product line of office
furniture. (5 Marks)
***************
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Business Ethics, Governance and Risk
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.
? Students should write the assignment in their own words. Copying of assignments from
other students is not allowed
1. Arantia International Services prides itself on hiring minorities. One Asian
candidate fully fits the job requirements for an open position in your division.
However your boss is concerned that some of your customers will not understand
the Asian candidate’s limited command of the English language. You are the
manager to whom this candidate will report, if selected. What decision will you
take and how will you explain/justify it to your boss? (10 marks)
2. A customer executive from Southeast Asia will visit your HQ facility and meet
with your executive team. Your independent Southeast Asian agent requests that
you reimburse the customer executive for his expenses, including expenses that
could violate your company's policies. The agent will reimburse you. How do you
proceed? (10 marks)
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Business Ethics, Governance and Risk
Internal Assignment Applicable for December 2016 Examination
3. Monica Philip is the environmental compliance manager for a small plastics
manufacturing company. She is currently faced with the decision whether or not to
spend money on new technology that will reduce the level of a particular toxin in
the wastewater that flows out the back of the factory and into a lake. The factory's
emission levels are already within legal limits. However, Monica knows that
environmental regulations for this particular toxin are lagging behind scientific
evidence. In fact, a scientist from the university had been quoted in the newspaper
recently, saying that if emission levels stayed at this level, the fish in the lakes and
rivers in the area might soon have to be declared unsafe for human
consumption. Further, if companies in the region don't engage in some selfregulation on this issue, there is reason to fear that the government — backed by
public opinion — may force companies to begin using the new technology, and
may also begin requiring monthly emission level reports (which would be both
expensive and time consuming). But the company's environmental compliance
budget is tight. Asking for this new technology to be installed would put Monica's
department over-budget, and could jeopardize the company's ability to show a
profit this year.
a. What motives would the company have to install the new technology that Monica
can use to convince her seniors? (5 marks)
b. What motives would the company have to delay installing the new technology?
(5 marks)
******************
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Integrated Marketing Communications
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.
? Students should write the assignment in their own words. Copying of assignments from
other students is not allowed.
Case Study for question 1 and 2:
1. Explain various elements of promotion mix that you will use for newly launched
product “Lite Air Fryer”. The price of product is Rupees 8000/-. The USP of the
product is that it consumes 80% less oil when compared with traditional method
of frying. The company is offering 5 years warranty on the same. Some
additional features are:
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Integrated Marketing Communications
Internal Assignment Applicable for December 2016 Examination
? Timer with ready signal and auto shutoff
? Cord storage keeps kitchen surface neat and tidy
? Dishwasher-safe parts for easy cleaning
? Adjustable temperature control for the perfect result
? Rapid air technology fries the tastiest food without the oil
? Recipe booklet full of inspiring recipes and tips and tricks (10 Marks)
2. Prepare Keller’s CBBE pyramid for the above given brand “Lite Air Fryer”.
Explain all the elements of CBBE model with reference to the product in
consideration. (10 Marks)
3. Explain your view on the given below statements:
a. “There is no difference in Linear Communication and two way communication
process” (5 Marks)
b. Radio advertising is not effective in today’s marketing environment” (5 Marks)
****************
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Research
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for attempting
their assignments, but are not allowed to copy the matter as it is from the source of
reference.
? Students should write the assignment in their own words. Copying of assignments from other
students is not allowed
1. As a researcher, you need to study how many kirana stores in Mumbai sell tomato
ketchups of the Kissan brand. Which non-probabilistic sampling method would you
use to complete your research. Also state the reasons behind choosing that method.
Also explain as to how will you proceed ahead with choosing the areas/ localities in
Mumbai to conduct your research alongwith timelines. (10 Marks)
2. You are the Head of a Market Research Organisation. Your FMCG client has recently
introduced “Heart Healer,” a new type of biscuit that contains ingredients that are
meant to be good for heart patients. The FMCG company wants to understand how
customers are reacting to their recently launched biscuit. Draft a Questionnaire
containing not more than 20 questions that would succinctly address the query posed
by the FMCG client. (10 Marks)
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Research
Internal Assignment Applicable for December 2016 Examination
3. You have been recently appointed as a “New Product Development” Head for a South
Indian fast food retail chain conglomerate named as “Simbly South” which is operates
in Northern & Western India regions only. You have been asked to develop 2 new
innovative products as part of their Menu.
a. Explain the process in detail to arrive at the creation of your 2 new products
(5 Marks)
b. Is there a need to conduct Test Marketing? If Yes or No, please state your reasons to
support your answer. (5 Marks)
*******************
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Services Marketing
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.
? Students should write the assignment in their own words. Copying of assignments from
other students is not allowed
1. Lintas Corporation is in the business of producing readymade garments? The
company has three factories across India. The company has its own niche segment.
The target customers of company are Middle Class Consumers. Identify the
different components involved in service marketing triangle? (10 Marks)
2. Tagheur watches are in the business of offering luxurious watches to its target
customers. Market comprises of few competitors, brands such as Rolex, Cartier,
Rado, Titan (Limited Edition), etc. are also offering the watches in the same
segment. Bring about the Promotion strategy being adapted by Tagheur to stand in
the competition against the competitors? (10 Marks)
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Services Marketing
Internal Assignment Applicable for December 2016 Examination
3. There has been a phenomenal market battle by ‘Godrej No.1’ and has clearly
reflected the intensity on the soap business. ‘Lux’, the market leader and a well
entrenched product of Hindustan Unilever Limited, faced fierce competition and
has been making a strenuous effort to maintain its share. Sales of ‘Godrej No.1’
rose from a couple of Lakhs of rupees in 1978 to over Rs. 100 Crores in 1985 and
became the second largest seller of soaps in the current trend. Godrej No.1’
penetrated the ‘Lux’ market with average quality and low price. While ‘Lux’ was a
Premium brand for upper segment. ‘Godrej No.1’ positioned itself as a common
man’s soap. ‘Godrej No.1’ provided for sufficient advertising with a sample theme
of ‘Brand Awareness’, through all powerful media including Television. The
product was made available all over the country through mass distribution.
Questions:
a. What are the Pricing objectives of ‘Lux’ and ‘Godrej No.1’ (5 Marks)
b. What pricing approaches and strategy will you take for ‘Lux’ and ‘Godrej No.1’?
(5 Marks)
*****************
School for Continuing Education (NGA-SCE)
Course: B2B Marketing
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.
? Students should write the assignment in their own words. Copying of assignments from
other students is not allowed
1. Consider any organization in B2B industry & design a Supply & Value chain for
the same. (10 Marks)
2. Prepare a direct marketing campaign for an organization manufacturing metal
sheets used in automobile industry applying any of the type/technique of direct
marketing. (10 Marks)
3. Read the following Case & solve the questions given:
ABC is a leading brand of furniture in B2C segment having presence in various
cities in India. ABC now plans to introduce in B2B category by launching a
product line in the office furniture category. It intends to sell both Indian as well as
imported furniture so as to cater to the different needs & wants of the target
audience. It intends to target corporates but is not clear how to go about marketing
& selling it to corporates (B2B) as ABC was always involved in selling home
furniture (B2C).
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: B2B Marketing
Internal Assignment Applicable for December 2016 Examination
Questions:
a. Suggest positioning strategies to be adopted by ABC for their new product line in
B2B Category. (5 Marks)
b. Suggest a suitable sales promotion strategy for ABC’s new product line of office
furniture. (5 Marks)
***************
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Business Ethics, Governance and Risk
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.
? Students should write the assignment in their own words. Copying of assignments from
other students is not allowed
1. Arantia International Services prides itself on hiring minorities. One Asian
candidate fully fits the job requirements for an open position in your division.
However your boss is concerned that some of your customers will not understand
the Asian candidate’s limited command of the English language. You are the
manager to whom this candidate will report, if selected. What decision will you
take and how will you explain/justify it to your boss? (10 marks)
2. A customer executive from Southeast Asia will visit your HQ facility and meet
with your executive team. Your independent Southeast Asian agent requests that
you reimburse the customer executive for his expenses, including expenses that
could violate your company's policies. The agent will reimburse you. How do you
proceed? (10 marks)
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Business Ethics, Governance and Risk
Internal Assignment Applicable for December 2016 Examination
3. Monica Philip is the environmental compliance manager for a small plastics
manufacturing company. She is currently faced with the decision whether or not to
spend money on new technology that will reduce the level of a particular toxin in
the wastewater that flows out the back of the factory and into a lake. The factory's
emission levels are already within legal limits. However, Monica knows that
environmental regulations for this particular toxin are lagging behind scientific
evidence. In fact, a scientist from the university had been quoted in the newspaper
recently, saying that if emission levels stayed at this level, the fish in the lakes and
rivers in the area might soon have to be declared unsafe for human
consumption. Further, if companies in the region don't engage in some selfregulation on this issue, there is reason to fear that the government — backed by
public opinion — may force companies to begin using the new technology, and
may also begin requiring monthly emission level reports (which would be both
expensive and time consuming). But the company's environmental compliance
budget is tight. Asking for this new technology to be installed would put Monica's
department over-budget, and could jeopardize the company's ability to show a
profit this year.
a. What motives would the company have to install the new technology that Monica
can use to convince her seniors? (5 marks)
b. What motives would the company have to delay installing the new technology?
(5 marks)
******************
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Integrated Marketing Communications
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.
? Students should write the assignment in their own words. Copying of assignments from
other students is not allowed.
Case Study for question 1 and 2:
1. Explain various elements of promotion mix that you will use for newly launched
product “Lite Air Fryer”. The price of product is Rupees 8000/-. The USP of the
product is that it consumes 80% less oil when compared with traditional method
of frying. The company is offering 5 years warranty on the same. Some
additional features are:
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Integrated Marketing Communications
Internal Assignment Applicable for December 2016 Examination
? Timer with ready signal and auto shutoff
? Cord storage keeps kitchen surface neat and tidy
? Dishwasher-safe parts for easy cleaning
? Adjustable temperature control for the perfect result
? Rapid air technology fries the tastiest food without the oil
? Recipe booklet full of inspiring recipes and tips and tricks (10 Marks)
2. Prepare Keller’s CBBE pyramid for the above given brand “Lite Air Fryer”.
Explain all the elements of CBBE model with reference to the product in
consideration. (10 Marks)
3. Explain your view on the given below statements:
a. “There is no difference in Linear Communication and two way communication
process” (5 Marks)
b. Radio advertising is not effective in today’s marketing environment” (5 Marks)
****************
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Research
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for attempting
their assignments, but are not allowed to copy the matter as it is from the source of
reference.
? Students should write the assignment in their own words. Copying of assignments from other
students is not allowed
1. As a researcher, you need to study how many kirana stores in Mumbai sell tomato
ketchups of the Kissan brand. Which non-probabilistic sampling method would you
use to complete your research. Also state the reasons behind choosing that method.
Also explain as to how will you proceed ahead with choosing the areas/ localities in
Mumbai to conduct your research alongwith timelines. (10 Marks)
2. You are the Head of a Market Research Organisation. Your FMCG client has recently
introduced “Heart Healer,” a new type of biscuit that contains ingredients that are
meant to be good for heart patients. The FMCG company wants to understand how
customers are reacting to their recently launched biscuit. Draft a Questionnaire
containing not more than 20 questions that would succinctly address the query posed
by the FMCG client. (10 Marks)
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Research
Internal Assignment Applicable for December 2016 Examination
3. You have been recently appointed as a “New Product Development” Head for a South
Indian fast food retail chain conglomerate named as “Simbly South” which is operates
in Northern & Western India regions only. You have been asked to develop 2 new
innovative products as part of their Menu.
a. Explain the process in detail to arrive at the creation of your 2 new products
(5 Marks)
b. Is there a need to conduct Test Marketing? If Yes or No, please state your reasons to
support your answer. (5 Marks)
*******************
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Services Marketing
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:
? All Questions carry equal marks.
? All Questions are compulsory
? All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
? All answers to be written individually. Discussion and group work is not advisable.
? Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.
? Students should write the assignment in their own words. Copying of assignments from
other students is not allowed
1. Lintas Corporation is in the business of producing readymade garments? The
company has three factories across India. The company has its own niche segment.
The target customers of company are Middle Class Consumers. Identify the
different components involved in service marketing triangle? (10 Marks)
2. Tagheur watches are in the business of offering luxurious watches to its target
customers. Market comprises of few competitors, brands such as Rolex, Cartier,
Rado, Titan (Limited Edition), etc. are also offering the watches in the same
segment. Bring about the Promotion strategy being adapted by Tagheur to stand in
the competition against the competitors? (10 Marks)
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Services Marketing
Internal Assignment Applicable for December 2016 Examination
3. There has been a phenomenal market battle by ‘Godrej No.1’ and has clearly
reflected the intensity on the soap business. ‘Lux’, the market leader and a well
entrenched product of Hindustan Unilever Limited, faced fierce competition and
has been making a strenuous effort to maintain its share. Sales of ‘Godrej No.1’
rose from a couple of Lakhs of rupees in 1978 to over Rs. 100 Crores in 1985 and
became the second largest seller of soaps in the current trend. Godrej No.1’
penetrated the ‘Lux’ market with average quality and low price. While ‘Lux’ was a
Premium brand for upper segment. ‘Godrej No.1’ positioned itself as a common
man’s soap. ‘Godrej No.1’ provided for sufficient advertising with a sample theme
of ‘Brand Awareness’, through all powerful media including Television. The
product was made available all over the country through mass distribution.
Questions:
a. What are the Pricing objectives of ‘Lux’ and ‘Godrej No.1’ (5 Marks)
b. What pricing approaches and strategy will you take for ‘Lux’ and ‘Godrej No.1’?
(5 Marks)
*****************
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