DEPARTMENT OF MARKETING

FACULTY OF BUSINESS STUDIES

UNIVERSITY OF DHAKA
2ND MID TERM EXAMINATION; WINTER SEMESTER 2015
COURSE CODE # 522 (STRATEGIC MARKETING MANAGEMENT)
INSTRUCTIONS:
1. You must answer all the questions.
2. Each question is of equal value.
3. At first, write the question and then answer. Write your name
and ID on the cover page.
4. As it is an individual effort, copying script means you are
ready to achieve zero.
5. Compose and attach the answer file and then email it to the
course teacher.
6. Total marks for this exam is 15.
7. You can exceed the word limit +/- 10%.
8. Submission date: 18 March, 2015 before 11.30p.m.
Q.1. Suppose, you are going to start a footwear company and you
need to make decision on segmentation. You need to select a
segmentation strategy in this regard. How will you do this?
(250 words)
Q.2. A competitor analysis of the Cheer Up soft drink brand is being
conducted. Management plans to position the brand against its key
competitors. Should the competitors consist of only other non-cola
drinks? If , your answer is yes/no then, why? Defend your position
with appropriate logics and theory.
(250 words)
Q.3. Traditional product development involved building a prototype
and then getting customer feedback. These may cause a great
danger for your company of losing business by the competitors. So,
as a manufacturer (think of your own product) you wanted to adopt
a new strategy that will eliminate the weaknesses of traditional
approaches. What kind of market sensing process you should accept
and how will you implement it?
(300 words)