NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for April
2018 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.
Students should follow the following
parameter for answering the assignment
questions.
1. Construct the 4P’s of Marketing Mix
for Starbucks Coffee chain in India
alongwith
the 3 extended P’s for Services. ( 10
Marks)
For Theoretical Answer
Assessment Parameter Weightage
Introduction 20%
Concepts and Application
related to the question
60%
Conclusion 20%
For Numerical Answer
Assessment Parameter Weightage
Understanding and usage
of the formula
20%
Procedure / Steps 50%
Correct Answer &
Interpretation
30%NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for April
2018 Examination
2. You are the Chief Marketing Officer
for Apple India. Conduct a macro external
environmental analysis on 8 factors &
suggest whether India is an attractive
market
for higher range of iphone devices such
as iPhone 8, iPhone 8plus & iPhoneX?
(10 Marks)
3. You are an Italian shoe making firm by
the name of “Scarpa” & your target
audience is primarily middle class in
Europe. You wish to enter the Indian
market
looking at India’s vast middle class
segment which is your intended target
market.
a. Which one of the following pricing
strategies would you wish to pursue in
India? Explain the reasons behind
choosing this pricing strategy (5 Marks)
Full Cost pricing
Psychological pricing
Premium pricing
b. Given that Scarpa is a new entrant
into India, describe atleast 6 innovative
sales promotions campaign aimed at Indian
consumers (5 Marks)
***************
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for April
2018 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.
Students should follow the following
parameter for answering the assignment
questions.
1. Construct the 4P’s of Marketing Mix
for Starbucks Coffee chain in India
alongwith
the 3 extended P’s for Services. ( 10
Marks)
For Theoretical Answer
Assessment Parameter Weightage
Introduction 20%
Concepts and Application
related to the question
60%
Conclusion 20%
For Numerical Answer
Assessment Parameter Weightage
Understanding and usage
of the formula
20%
Procedure / Steps 50%
Correct Answer &
Interpretation
30%NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for April
2018 Examination
2. You are the Chief Marketing Officer
for Apple India. Conduct a macro external
environmental analysis on 8 factors &
suggest whether India is an attractive
market
for higher range of iphone devices such
as iPhone 8, iPhone 8plus & iPhoneX?
(10 Marks)
3. You are an Italian shoe making firm by
the name of “Scarpa” & your target
audience is primarily middle class in
Europe. You wish to enter the Indian
market
looking at India’s vast middle class
segment which is your intended target
market.
a. Which one of the following pricing
strategies would you wish to pursue in
India? Explain the reasons behind
choosing this pricing strategy (5 Marks)
Full Cost pricing
Psychological pricing
Premium pricing
b. Given that Scarpa is a new entrant
into India, describe atleast 6 innovative
sales promotions campaign aimed at Indian
consumers (5 Marks)
***************
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