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Managerial Marketing Question Paper
Managerial Marketing
Course:Masters Of Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2010
FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTMENT : BUSINESS ADMINISTRATION
TIME : 3 HOURS
INSTRUCTIONS Answer Question ONE and any Other THREE Questions
AMAZON.COM CASE
Founded by Jeff Bezos, Amazom.com started as the world largest bookstore in July, 1995. A virtual bookstore that physically owned no books, Amazon.com promised to revolutionise retailing. Although some may debate whether that was accomplished, Bezos clearly blazed an e-commerce trail of innovations that many have studied and followed. Amazon.com set out to create personalized storefronts for each customer by providing more useful information and more choices that could not be found in your typical neighbourhood bookstore. Readers can review books and evaluate them on a one-on-five rating system and browsers can rate which reviews are helpful and which are not. Amazon.com’s personal recommendation service aggregates data on buying patterns that infer who might like the book. The site offers peeks into book’s contents index and beginning pages with a ‘search inside the book’ feature that lets customers search the entire text of 120,000 books – about as many titles as are in Barnes & Noble bookstore. Amazon.com’s one click shopping lets buyers make purchases with one click. Amazom.com has established itself as an electronic marketplace by enabling merchants of all kinds to sell items on amazon.com. It powers and operates retail websites for Target, the NBA, Timex and Marks & Spencer. Amazon.com derives about 40% of its sales from its million plus affiliates called “Associates”, independent sellers or businesses that receive commissions by referring to the Amazon.com site customers who then make a purchase. To overcome the lag between purchase and delivery of a product, Amazon.com has offered fast, inexpensive shipping. For a $79 annual fee, Amazon.com Prime offers unlimited free express shipping for most items. Amazon.com has also diversified its product lines in to DVD’s, music CDs, computer software, video games, electronics, apparel, furniture, food, toys, and more. It has established separate websites in Canada, the United Kingdom, Germany, Austria, China and Japan and moved into the black in 2003. Revenue exceeded $10 billion in 2003. One key to Amazon’s success in all these different ventures was a willingness to invest in the latest technology to make shopping online faster, easier, and more personally rewarding. The Amazon.com Web project, launched in 2002, opened up its databases to more than 65 000 programmers and businesses that in turn, have built money-making Websites, new online interfaces, and innovative services for Amazon.com’s 800,0000 or so active sellers. One application was a service, Scoutpal that turned cell phones into mobile phone scanners. Amazon.com’s next move? The company is spending heavily on development to allow consumers to download video, music and books. As Jeff Bezos wrote in his letter to shareholders in 1997, which he reprinted in Amazon.com’s 2005 annual report, “It all about the long-term”. Source; Kotler & Keller (2009)
QUESTION 1
a) What are the key success factors for Amazon.com (5marks)
b) Give an explanation of the areas in which Amazon.com may be vulnerable (4marks)
c) Using suitable examples, critically discuss the growth strategies that Amazon can pursue as proposed by Igor Ansoff (16marks)
QUESTION 2
Discuss the marketing concepts under which management can choose to conduct their business, explaining their characteristics and the situations they can be used. (25marks)
QUESTION 3
a) Explain the role of marketing research studies to customer-oriented organizations (10marks)
b) Marketing research is a process consisting of a series of steps, discuss these steps. (15marks)
QUESTION 4
a) With specific reference of mobile phone handsets, how do you think its success was affected by the product characteristics of an innovation? (15marks)
b) Discuss why it is important for a firm to consistently scan its environment (10marks)
QUESTION 5
A marketer must know who his customers are and how they arrive at the decision to buy or not buy. State a product of your choice and explain the various steps a consumer is likely to go through when deciding on whether to buy or not buy. For each step, show what a marketer can do to enhance the chances of the consumer purchasing the product or re-purchasing it.(12 Marks)
QUESTION 6
a) Identify and explain 5 competitive factors identified by Michael Porter that may be of concern to marketers (10marks)
b) What strategies can firms pursue to counter these threats? (15marks)
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