Marketing Management APRIL 2025

Description

Marketing Management

April 2025 Examination

 

 

Q1. For products like Amazon Alexa, and Google Siri (Voice assisted task completion gadget), develop a simple consumer buyer behaviour stages-based note to be shared with the Chief Marketing Officer (CMO) of your organization.     (10 Marks)

Ans 1.

Introduction

Voice-assisted task completion gadgets such as Amazon Alexa and Google Assistant have transformed consumer interactions with technology. These smart assistants leverage artificial intelligence (AI) to perform a range of tasks, from setting reminders and controlling smart home devices to online shopping and providing personalized recommendations. As consumer dependency on convenience and automation increases, the adoption of these devices follows a structured buying behavior process influenced by technological trends, perceived utility, and brand positioni

 

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Q2. For the product or service of your choice, design a customer-driven marketing strategy that covers four major steps (or components) of the STP marketing model.  (10 Marks)

Ans 2.

Introduction

With rising concerns over home security and advancements in smart technology, the demand for smart home security systems has increased significantly. A smart home security system, which includes devices like AI-powered cameras, motion sensors, doorbell cameras, and remote monitoring applications, provides homeowners with real-time security and peace of mind. As urbanization expands and safety becomes a priority, companies in the smart security industry need to develop a well-defined marketing strategy that effectively reaches their target audienc

 

 

Q3. LAUNDROMAT INC., one of the UK’s leading laundry and dry cleaning service support providers, has entered India. It is following a franchising model and expanding rapidly. They offer cloth pick-up and drop service as well as at-home ironing service. Currently, they have 15 outlets across 5 cities. The Chief Marketing Officer (CMO) needs to develop a broad market development plan. Certain basic understanding is needed by him, which you can provide by answering the following two questions.

1. a) First, identify  and  explain  the four characteristics  that  affect  the marketing  of services with one example. Later identify the services of Laundromat Inc. as equal to which specific service characteristic and justify your answer. (5 Marks)

Ans 3a.

Introduction

Marketing services differ significantly from marketing physical products due to their unique characteristics. Unlike tangible goods, services involve direct customer interaction, customization, and a level of uncertainty in perceived quality. Companies in the service industry, including hospitality, healthcare, and personal care services, must address these unique factors to ensure customer satisfaction and brand loyalty.

Laundromat Inc., as a laundry and

 

1. b) Prepare your brief note for the CMO to suggest what is direct and digital marketing and suggest what Laundromat Inc. needs to do for each. (5 Marks)

Ans 3b.

Introduction

With increasing competition in the service industry, adopting direct and digital marketing strategies is crucial for expanding brand reach and customer engagement. Direct marketing involves personalized communication with potential customers through direct mail, telemarketing, and SMS campaigns, while digital marketing leverages online platforms to enhance brand