UNIVERSITYOF COLOMBO,SRI LANKA

FACULTY OF MANAGEMENT AND FINANCE

Postgraduate
& Mid-careerDevelopment
Unit
Masterof BusinessAdministration/Masterof BusinessAdministrationin
Finance/
Masterof Business
Administration
in HRM/ Masterof Business
Administration
in Marketing( Semester
- 200g
ll, FirstHalf) Examination

MBA tr6

Marketing'Management
,
Ihree (03)Hours

AnswerFour (04)questionsin all selectingTwo questions(02)from Part-Oneincluding

questionNo. one (01)and any Two (02)questionsfrom Part-TwoincludingquestionNo.
Four(04)or Five (05).
Answersfor Part-One,and Part-Twoshouldbe givenin separateanswerbooks

l. Answer any Five (5) of the folowing questions:

i. Define Marketing and explain how this helps to consumer?
ii. Distnguish betweenMarketing Function and Marketing Philosophyand discussthe
link betweentwo.
iii' "Customer is always right"' . Discussthis statementbasedon reality
concept with suitableexamples.
iv. Briefly explain the Total CustomerPerceivedValue and Total customerCost.
v. Describethe different Self Imagesof the consumer.

vi. BrieflyexplaintheTraditionalandEmergingApproaches
to MarketSegmentarion.
vii. "A brandhasto bepositioned
in theconsumer's
mind at a placereserved
tbr that
productcategory,otherwise,it mayendup competingwith brandswith whichit never
intended
to compete".Discussthisstatement
citingsuitableexample.
(Total 5x6 = 30 Marks)
2.

" Prof. Levitt, coineda new term to definethe shortsighted

vision of businessfirms. He
observed
thatshortsightedness
in policiesandpractices
of business
firms is manifested
in
numerousways suchas nalrow definitionof the business,preoccupation
with a product
or technology,
the beliefthat the productis forever,too muchfaith in massproduction,
andoveroptimismabouttheexpanding
population,'.
criticallyassess
thesenumerous
symptoms
of marketingmyopia.
(20 Marks)

3'

Explainwhatis meantby consumerbehaviour.Discussin this connectionthe various

psychological
factorsthatinfluencetheconsumer
decisionmakins.

(20 Marks)

PART - TWO

4. (i) outline the importanceof informationto thecompanyandthe strengthsand weaknesses

of

marketing
research
conducted
online.

( l0 marks)

(ii) Explain how a particular organizationin Sri Lanka appliesmarketing

researchconceptsand
the other relatedaspectsinto their practical scenarioin order to consider
that as one of the
main sustainablecompetitive advantagesource
( 1 5M a r k s )
(Total25 Marks)

5. (i) "Companiestoday can no longer afford to pay attentiononly to their domesticmarket,

regardlessof its size. Sri Lankan organizationsalso follow the samemarch towards
enteringforeign marketsthough they face number of challenges,barriers,and problems".
Discuss.
(10 Marks)
By referring to one particular organizationin Sri Lanka, explain how it dealswith
internationalmarketing efforts including the ways they apply key conceptson
internationalmarketing in order to reachthe expecteddestinationvia successfuljourney
through globalizationof markets.
( l5 Marks)
(Total25 Marks)

6.

Serviceindustryis a convenienceindustrywhich savesyour time for price while making '

your life is comfortablewith the environmentwhich has beenvery well known as
convenienceindustry. Still servicesare with typical characteristicsand practicalproblems
which impedethe servicemarketersto proceedtowards successfuloperations.

(i)

How internal and interactivemarketingcan play major role in this regardas per
the

article, titled "Ritz-Carlton: taking careof those who take care of

customers"?and comparewith your own organization

(10Marks)
(ii)

Whatwouldyou suggestthemto overcometheproblemsemergethroughthose

typicalcharacteristics
andotherpracticalproblemsby usingyour all sortsof
intellectual propertyandintelligencewith relevantmodels,illustrationsand
examples
discussed
in therelevantsession
(15Marks)
(Total25Marks)

It is saidthat companiesmust ask not only "How can we reachcustomers?"but also

.,How can we find ways to let our customersreachus easilyand conveniently?"
(i) Briefly explainthe factorschangingthe faceof today'smarketingcommunications
with

(10Marks)

relevantexamples

(ii) Discusshow the InregratedMarketingCommunicationsassistthe organizationsto

find thoseways with the help of the overallresponsiblepersonappointedas a
marcom manager/director
(15Marks)

(Total25 Marks)
(i) Explain why companiesuse marketingchannelsand discussthe functions these
channelsperform by citing relevantexamples.
(i0

Marks)

(ii) What factors does a cosmeticscompanyneedto considerwhen designingits

marketing channel(s) for a new low-priced line of cosnretics?
(05 Marks)
(iii) Take a positionand submityour argumenton "channelimagesdo not really affect
the brandimagesof the productsthey sell that much versuschannelimagesmust be
consistentwith the brandimage"
(10 Marks)
(Total25 Marks)