MARKETING MANAGEMENT

ASSIGNMENT NO. 5

Prepared By:
Muhammad Mudassar Shahid (ERP ID: 01094)

Instructor:
Mr. Jami Moiz

Institute of Business Administration

October 29, 2013

Course: Marketing Management

Assignment No. 5

1. You know that marketers have traditionally classified products based on characteristics of durability,
tangibility, and use. You also know that each product type has an appropriate marketing-mix strategy
attached. In analyzing a company's products, you decide to list each of these products and the
appropriate marketing-mix strategy to understand where your products "fit." List these products and
their appropriate marketing-mix strategies.
Nondurable goods the appropriate strategy is to make them available in many locations, charge only
a small markup, and advertise heavily to induce trial and build preference.
Durable goods tangible goods that normally survive many uses. Durable products normally require
more personal selling and service, command a higher margin, and require more seller guarantees.
Services intangible, inseparable, variable, and perishable products. They require more quality
control, supplier credibility, and adaptability.
2. A manufacturer is contemplating introducing a product that is inferior to its competition in its
performance, design, and functionality. However, the manufacturer believes that "good brand
marketing" can overcome these shortfalls. Why is this thinking incorrect?
At the heart of a great brand is a great product, the product is a key element in the market offering.
Customers will judge the product (offering) on three basic elements: product features and quality; services
mix and quality, and price. Not having a competitive product cannot be overcome by marketing.
3. As the newest member of the marketing department, your immediate boss asks you to comment on
the company's proposal to add two new shoes to the company's middle-of-the-road pricing and
product-line strategies. The first pair will retail for Rs. 400.00 and has as its target market the "bargain"
shopper. The second pair will retail for Rs. 2,000.00 and is targeted at the "sophisticated shopper." In
relation to product-line strategy, what is the company trying to accomplish with these two new items?
This is an example of the company trying a two-way stretch introducing products at both ends of the
consumer market simultaneously.

Instructor: Mr. Jami Moiz

Prepared By: Muhammad Mudassar Shahid