Date :

Module Name : E- marketing

Instructor : Ms. Mona Nabahin
Specialization: EB II
Level : ONE

Question Solution Mark

#
Q1 Q 1 2 3 4 5 6 7 8 9 10 11 [22
Marks]
A T T T T T T F F F F T

Q 12 13 14 15 16 17 18 19 20 21 22

A T T T T T T T T T T T

Q2 Q 1 2 3 4 5 6 7 8 9 10 [ 46.5
Marks]
A c b a d c b d d b c

Q 11 12 13 14 15 16 17 18 19 20

A b d c c c c d b c b

Q 21 22 23 24 25 26 27 28 29 30

A c c c b c d b b a b

Q 31

A d

Q3 # Marketing strategies Stage of PLC [ 15

Marks]
1 scrambling to find niches Maturity Stage
2 reduce the number of products they offer Decline Stage
3 Firms focus on those buyers who are the most Introduction stage
ready to buy, usually higher-income groups
4 increasing distribution coverage and enters The growth stage
new distribution channels
5 increasing advertising and trade and consumer Maturity Stage
promotion
6 entering new market segments The growth stage
7 withdraw from the market Decline Stage
8 becoming one of the "big three" and achieve Maturity Stage
profits through high volume and low cost
9 Being first because it can be rewarding (to be Introduction stage
a pioneer)
10 Cutting promotion budgets Decline Stage
11 shifting from product-awareness advertising to The growth stage
product- preference advertising

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 12 increasing R&D budgets to develop product Maturity Stage
improvements and line extensions
13 withdraw from weaker trade channels Decline Stage
14 To Come in later but bringing along superior Introduction stage
technology, quality, or brand strength
15 lowering prices to attract the next layer of The growth stage
price-sensitive buyers
Q4 1. . [16.5
Marks]

2. .
Measurable: The size, purchasing power, and characteristics of the segments
can be measured.
Substantial: The segments are large and profitable enough to serve.
Accessible: The segments can be effectively reached and served.
Differentiable: The segments are conceptually distinguishable and respond
differently to different marketing-mix elements and programs. If married
and unmarried women respond similarly to a sale on perfume, they do not
constitute separate segments.
Actionable: Effective programs can be formulated for attracting and serving
the segments.
3. .

a) Hard-core loyals - Consumers who buy only one brand all the time.
b) Split loyals - Consumers who are loyal to two or three brands.
c) Shifting loyals - Consumers who shift loyalty from one brand to another.
d) Switchers - Consumers who show no loyalty to any brand.
witchers
4. .
Firms focus on those buyers who are the most ready to buy, usually higher-
income groups.
Prices tend to be high because costs are high

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Companies that plan to introduce a new product must decide when to enter
the market.
To be first can be rewarding, but risky and expensive.
Come in later makes sense if the firm can bring superior technology, quality,
or brand strength.
Speeding up innovation time is essential in an age of shortening product life
cycles. Being early can pay off.

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