BBDT1013 Principles of Marketing

Tutorial 1: An overview of contemporary marketing

Coursework Briefing

SECTION A: Discussion Questions

1) What is marketing? How did you define the term before you read this chapter? *(2016
September Examination & 2017 September Examination)

2) What is marketing myopia and how can it be avoided?

3) What are the four variables of the marketing mix? Are the four variables equal important?

4) Relate customer satisfaction to customer expectation. *(2015 August/September

Examination)

5) Examine the types of marketing management orientation. *( 2018 January Examination)

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Tutorial 2: Developing successful marketing and organisational strategies

SECTION A: Discussion Questions

1) What is the SWOT analysis?

2) Name and describe the four product/market expansion grid strategies. *(2017 September
Examination & 2018 January Examination)

3) Discuss the five marketing management functions.

4) Explain why it is important for all departments of an organization—marketing,

accounting, finance, operations management, human resources, and so on—to “think
consumer.” Why is it important that even people who are not in marketing understand it?

SECTION B: Group Discussion

Rolex: Building Brand Equity through a Customer-driven Marketing Mix (refer to text
book pg62-63)

Refer to http://www.rolex.com and https://www.youtube.com/user/WorldOfRolex/featured

1) How Rolex has set and maintained its position in the market through the marketing
strategies?

1) What is Rolex really selling? What are customers really buying?

2) If you worked as Rolex’s operations manager, financial analyst, IT specialist, or

human resources manager, why would it be important for you to understand
Rolex’s marketing strategy?

Tutorial 3: The marketing environment & Marketing research

 BBDT1013 Principles of Marketing

SECTION A: Short Scenario

Use the following to answer the questions.

A new U.S. automobile company, Specialty Motors, was established in 2004. In 2008, a
recession caused disposable income to decline, and the annual amount of dollars spent by
consumers for automobiles dropped drastically. Specialty Motors faced the problem of trying
to determine whether the economy would turn toward prosperity or toward depression. No
matter what happened, Specialty Motors was also worried about an impending global steel
shortage. The economy might recover from the recession, but the automobile makers might
be forced to ask consumers to curtail consumption.

1) Refer to scenario; identify type of competitor Specialty Motors views towards Toyota
Corolla and Suzuki motorcycle.

2) Discuss types of competitive structures. In what type of competitive structure is Specialty

Motors operating?

3) Based on above, identify and explain the marketing environmental forces that influence
Specialty Motors automobile.

SECTION B: Discussion Questions

1) Assess how sociocultural forces impact a foreign company’s marketing activities when it
enters into the Malaysian market.*(2015 January Examination)

2) List the four steps in the marketing research process. *(2015 January Examination)

3) What is secondary data? List the advantages and disadvantages of using secondary data
for marketing research. *(2018 September Examination)

SECTION C: Group Discussion

Domino’s “Pizza Turnaround” campaign

Refer to “pizza turnaround” from different perspectives by going to www.youtube.com and

entering the keywords “pizza turnaround.”

1) How is it possible that a large and successful corporation such as Domino’s drifted so far
from what its customers thought about them and how their pizzas tasted? How Domino’s
gain key customer insights into the underlying needs, emotions, and brand connections of
its pizza customers?
Tutorial 4: Segmenting and positioning
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SECTION A: Discussion Questions

1) How does market segmentation differ from market targeting?

2) Name and describe the levels at which market targeting can be carried out. *(2020
January/February Examination)

3) Why is selecting the appropriate target markets important to an organization which wants
to adopt the marketing concept philosophy?

SECTION B: Sample Exam Questions *(2014 August/September Examination)

Question 1

THAI Smile is a brand-new subsidiary airline of THAI Airways which is operated under
the management of Thai Smile Airways Company Limited. A brand positioning of Thai
Smile is 'light premium'. THAI Smile offer variety of products and services to meet the
need to passengers who want to travel in a short distance flight session while ensuring
greatest comfort and convenience for a superior air travel experience.

(a) Based on the above, identify the positioning practice by THAI Smile. Explain how
does positioning help in deciding on marketing strategy? (7
marks)

(b) Propose segmentation strategies that could practice by THAI Smile. Support each
segmentation strategies with relevant example. (12
marks)

(c) Abu often used his free time to tour and travel around. While his father Ali, often
required by company to go for business visit. Based on the statement, describe the type of
markets Abu and Ali belong to relate to THAI Smile. (6
marks)
[Total: 25 marks]
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SECTION C: Group Discussion

Form students into groups of three to five. Each group was given a list - Segmentation
Variables in Different Industries. This exercise is designed to get students to think in terms of
segmentation variables discussed in the chapter (pg213 Table7.1) and link it with the list
given.

Segmentation Variables in Different Industries.

1. Recreational vehicles (RVs):

2. Baby food:

3. Rolls Royce automobiles:

4. Snow tires:

5. Hotel rooms:

6. Magazines:

7. Soft drinks:

8. Movies:

9. Shoes:

10. Bicycles:

11. Air passenger service:

12. Cameras:

13. Swimsuits:

14. Restaurants:

15. Snowboards:
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Tutorial 5: Understanding consumer behaviour and understanding organisations as

customers

SECTION A: Short Scenario

Use the following to answer the questions.

Consumers use information from many sources when making purchasing decisions, including
information from friends and family members. One of the most dissatisfying consumer
experiences is with auto repair. Aware of this, Karla has asked several of her friends and
family members where they have their cars repaired, since she has been experiencing a
problem with her car starting when the weather is cold. Karla has heard that Skola's Auto
Repair has reasonable prices, but it can be difficult to get an appointment. However, one of
her friends, Steve, had a very poor experience with Skola's. Once he complained to them,
they fixed the situation and now he prefers their auto shop over others.

1) Briefly explain the type of problem solving that consumers normally use to select an auto
repair shop.

2) Outline the perception three-step process.

3) Refer to Question 2. A dissatisfied Skola's Auto Repair customer told a friend about his
experience. The friend has been a long-time Skola's customer and the next day, didn't
remember what her friend told her. Identify which perception process a customer is in?

4) Refer to above Scenario. Positive feelings generated by satisfaction with Skola's response
will become part of Steve's attitude. Assess how attitude influence consumers behaviour.

SECTION B: Discussion Questions

1) Identify, describe, and give examples of the four major types of business markets.*(2019
January Examination/ 2020 January/February Examination)

2) Why do buyers involved in straight rebuy purchases require less information than those
making a new-task purchases?

3) Describe the stages in the buyer decision process for an existing product.*(2018
September Examination)

4) What are the commonly used methods of business buying? *(2018 August/September
Examination)
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5) Differentiate business markets from consumer markets. *(2015 August/September

Examination)
Tutorial 6: Product decisions and pricing decisions

SECTION A: Short Scenario

Use the following to answer the questions.

Gillette shaving razors were first manufactured in 1895. Over the years, Gillette made
improvements on their razors offering many "firsts" such as the Mach3, the Sensor, and the
Fusion. For many years, women were forced to use razors designed primarily for men, but
often marketed to women by offering them in different colors and with minimal
modifications. In 1998 Gillette developed the Venus razor, based on the Mach3 but made
specifically for women. Gillette promoted the Venus razor heavily, with television ads and
other forms of media. The Gillette product line, now owned by Procter & Gamble, continues
to introduce new versions of the Venus, such as the Venus Embrace, which has additional
blades and other modifications.

1) Refer to scenario above, briefly explain Shaving razors fall into which classification of
consumer products?

2) When Gillette developed the Venus razor in 1998, in which stage of the PLC was the
Venus? Briefly explain it.

3) Tasha is shopping for personal care items at her local Target. She walks by one aisle and
sees a floor-standing display for the new Venus Embrace. She hadn't thought about
buying a new razor, but the display has caught her attention. Identify which stage of the
product adoption process is Tasha most likely in at the present time?

SECTION B: Discussion Questions

1) Is a personal computer sold at a retail store a consumer product or a business product?

Defend your answer.

2) How do industry profits change as a product moves through the 5 stages of its life cycle?

3) In the category of business products, how do component parts differ from process
materials?

4) Why are pricing decisions important to an organization?

5) Name and briefly describe the five product mix pricing decisions.
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6) Compare the geographic pricing strategies companies use for customers located in
different parts of the country or world. Which strategy is best? *(2016 April
Examination)
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Tutorial 7: Marketing channels

SECTION A: Discussion Questions

1) Describe the major functions of marketing channels. *(2015 January Examination, 2016
January Examination & 2017 September Examination).

2) Explain the differences among intensive, selective, and exclusive methods of distribution.
*(2014 August/September Examination & 2016 April Examination)

3) Outline the three main types of vertical marketing systems.

4) Explain multichannel distribution systems and support it with a relevant example. *(2018
August/September Examination/ 2020 January/February Examination)

5) Compare vertical marketing system with conventional marketing channel. Support each
with the relevant diagrams. *(2018 January Examination)

SECTION B: Group Discussion

There are many online travel intermediaries that have popped up since the Internet went
public in the mid-1990s. Travelocity, Orbitz, Cheaptickets, Hotwire, Priceline, and others
have succeeded in disintermediating the travel business and darn near extinguishing the
traditional travel agent. But what happens when an intermediary comes along that
disintermediates the same intermediaries who have just dissed some other intermediary?
Enter Kayak. Rather than checking multiple travel sites to see who has the best deal on
airfare, one can go to www.kayak.com, type in their departure and destination locations, and
in a matter of seconds, view the fares available on all airlines servicing the route.

Refer more about Kayak at www.kayak.com

1) Discuss the activities of Kayak in the context of disintermediation. How is this

new service affecting the disintermediated travel agents, the disintermediated travel
Web sites, and the airlines?
2) How might Kayak be contributing to channel conflict?
3) How is Kayak adding value for customers?
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Tutorial 8: Integrated marketing communications (IMC) and promotional mix and

personal selling and sales management

SECTION A: Discussion Questions

1) What does the term integrated marketing communications mean?

2) Identify and briefly describe the five major promotional methods an organization can use
in its promotion mix. *(2020 January/February Examination)

3) Will traditional mass media advertising soon be dead as some have predicted?

4) Describe the various tools in traditional direct marketing except the face-to-face selling.
*(2020 January/February Examination)

5) Differentiate marketing websites from corporate websites. *(2018 August/September

Examination)

6) Identify the elements of the personal selling process. Must a salesperson include all these
elements when selling a product to a customer? Why or why not? *(2014
August/September Examination, 2017 September Examination & 2019 January
Examination).

7) Name and describe the types of consumer promotions. *(2015 January Examination,
2015 August/September Examination & 2019 January Examination)

SECTION B: Group Discussion

In a small group, search the internet to locate a controversial or failed social media campaign.
Present an analysis of the failed campaign. Make a recommendation on how to address the
controversy.

Students can search the following resources for controversial content:

 “The 5 Worst Twitter Fails of 2014,” www.entrepreneur.com/article/240696.

 “The Top 10 Most Embarrassing Social Media Fails from 2015,”
socialmediaweek.org/blog/2016/01/most-embarrasing-social-media-fails-2015/.
 “13 Epic Twitter Fails by Big Brands,” www.businessinsider.com/13-epic-twitter-
fails-by-big-brands-2012-2.
 “The Biggest Twitter Fails of 2014,” kernelmag.dailydot.com/issue-sections/features-
issue-sections/11228/biggest-twitter-fails-2014/.
 “Corporate Social Media Fails of 2014: Big Brands Make Big Mistakes,”
www.nydailynews.com/news/national/biggest-corporate-social-media-fails-2014-
article-1.2051168.
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Tutorial 9: Reaching global consumers and markets & Ethical and social responsibility
in marketing

SECTION A: Short Scenario

Use the following to answer the questions.

Harley-Davidson Motors manufactures all of its motorcycles in the U.S. at one of four sites.
With a large number of its bikes sold in markets all around the world, it still retains the
manufacturing close to the headquarters for several reasons, one being that its management
wants to keep close watch on the quality of its products. However, for all the accessories,
apparel, and other riding gear, Harley-Davidson contracts out to other manufacturers to
produce the items with the Harley name and logo. Some of these items, particularly the
apparel, are made in China. Lately, Harley-Davidson were to suddenly find its inventory
building up in Japan, it might reduce inventory by selling the bikes at below cost prices.

1) Briefly discuss the type of mode of entry practice by Harley-Davidson when Harley-
Davidson's having manufacturers in China produce apparel items with the Harley logo.

2) One of Harley-Davidson's largest international markets is in Japan, where American

brands are highly demand. Which international marketing environment force does this
statement refer to?

3) Refer to scenario above. Harley-Davidson in Japan might reduce it inventory by selling

the bikes at below cost prices. Explain the international marketing environment force this
statement refers to?

SECTION B: Discussion Questions

1) How does international marketing differ from domestic marketing?

2) If you were asked to provide a small tip (or bribe) to have a document approved in a
foreign nation where this practice is customary, what would you do?

3) Critics claim that advertising and promotion results in higher prices for consumers.
Discuss the bases for this claim and how marketers refute them.

4) Suggest marketing programme approaches commonly used by domestic companies to go

global. *(2015 August/September Examination)
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Sample Exam Questions*(2014 August/September Examination)

Porsche is a unique company with strong ideals. Porsche has developed numerous
technologies that have advanced vehicle performance, improved safety and spurred
environmental innovations within the automotive industry. Porsche is recognized as one of
the world's most successful brand in sports car racing.

(a) Outline the different classification of consumer products. Identify which classification
Porsche is belongs to. (17
marks)

(b) Define marketing channel. Discuss the THREE (3) methods in intensity of market
coverage. Which market coverage method is likely used by Porsche? (8
marks)
[Total: 25 marks]

Sample Exam Questions*(2016 September Examination)

Question 1

The Bugatti automotive is a French automobiles manufacturer based in Molsheim,

France. Bugatti is an automotive brand with distinctive artistry and concentrated on high-
performance and luxury. Bugatti owes its unique character to founder with artistic Italian
roots which primarily inspired by architecture, design and sculpture. To fulfill
customer’s needs, Bugatti is determined to offer the best, extraordinary and superlative
products to customers. Only then it can be called a Bugatti. Today, the name is owned by
Volkswagen group.

(a) Based on the information above, name and explain the targeting strategy used by
Bugatti. Support your answer with a relevant diagram. (9 marks)

(b) Outline the types of marketing management orientation. Based on the information
above, identify the type of marketing management orientation practised by Bugatti.
(16 marks)
[Total: 25 marks]

Question 2

Aroma coffee candy is manufactured in Indonesia by the Aroma Group (Aroma) which is one
of the largest confectionary manufacturers in Indonesia and exported to more than 38
countries globally including Malaysia. Aroma coffee candy are tasty candies with rich aroma
that only comes from real Java coffee beans and its quality is preserved by traditional
farming. Aroma Group stated climate changes had impacted their bean production where
hotter weather is killing the coffee bean market. In order to increase the production of bean,
Aroma applied clean energy solution. The use of technology helps to reduce coffee pulp
drying time and minimises the post-harvest loss. Changes in customer healthier eating
lifestyle also forced the company to develop Aroma coffee candy with lower sugar level.
 BBDT1013 Principles of Marketing

(a) Based on the information above, name and explain the market entry strategy used by
Aroma to go global. (4 marks)

(b) Outline the SIX (6) marketing environment forces. Based on the information above,
identify the marketing environment forces that influence Aroma. (21 marks)
[Total: 25 marks]

Sample Exam Questions*(2016 April Examination)

Ever since Toyota Motor Corporation (Toyota) was founded in 1937, Toyota has sought to
contribute to a more prosperous society through the manufacturing and sales of automobiles.
Today, Toyota has extended beyond its automobile manufacturing business into a variety of
other fields, including housing, financial services, communications, marine and many more.
In 1983, Toyota’s chairman, Eiji Toyoda, issued a challenge his staff to build the world's best
car – the Flagship One (F1) project. The F1 project was completed in January 1989 and the
company developed the Lexus LS 400. Lexus LS 400 went on sale in September 1989. The
launch of Lexus was accompanied by a multimillion-dollar advertising campaign.

(a) Outline the Product/Market Expansion Grid. Based on the above information, identify
Product/Market Expansion Grid strategy used by Toyota and support your answer
with relevant example. (10
marks)

(b) With the aid of diagram, explain the product life-cycle (PLC). In September 1989,
Lexus is in which stage of the PLC? (15
marks)
[Total: 25 marks]

Sample Exam Questions*(2018 January Examination)

Mamaa Pot (MP) is a specialized buffet restaurant in Malaysia serving Sichuan hot pot
designed for medium sized groups, where family and friends get to huddle close together
whilst enjoying great food. In order to share the exclusive dining experience, MP gathered
technology from Japan and expertise from Sichuan and fuse them together. The result is a
cuisine with an incredible depth and complexity of flavour yet customers are able to
experience healthy food in a warm atmosphere. And to top everything off it come with an
affordable price tag – RM31.90 (lunch) and RM38.90 (dinner) for an adult, and child (under
12) was given 30% off the adults price. MP flagship restaurant was established in 2014 and to
date MP has 8 restaurants in Malaysia. Recently, MP is considering an expansion of another
two stores in Thailand, it newest overseas market.

(a) Define segmented pricing and outline the types of segmented pricing strategies. Based
on the above information, identify the types of segmented pricing strategies used by
MP. (12 marks)
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(b) With the aid of a diagram, assess the Product/Market Expansion Grid. Based on the
above information, identify the types of Product/Market Expansion Grid strategies
practised by MP. (13 marks)
[Total: 25 marks]

Sample Exam Questions*(2017 September Examination)

In 1983, Toyota’s chairman launched the Flagship One (F1) project and the project result -
Lexus LS400. Lexus is the luxury vehicle division of Toyota which target the premium
segment. Lexus dedicated to offer exceptional customer experiences, and in doing so, created
loyalty throughout the world. Beyond Lexus, Toyota launched Scion brand in 2003 which
target the generation Y. Scion was designed as an extension of its efforts to appeal towards
younger customers.
(a) Based on the above information, name and explain the targeting strategy used by
Toyota. Support the strategy with a relevant diagram. (10 marks)
(b) Outline the types of brand development strategies. Based on the above information,
identify the type of brand development strategy practised by Toyota. (9 marks)
(c) Define marketing. Based on the above information, name and describe the major type
of segmentation strategy used by Scion. (6
marks)
[Total: 25 marks]

Sample Exam Questions*(2020 January/February Examination)

Mama Cho Sdn. Bhd. (MC) was the first chocolate manufacturer in Malaysia launched in
1928. Currently, it offers different types of chocolate from milk chocolate, dark chocolate,
white chocolate and many more under the name MC chocolate. The pricing for these
products is 28 sen cheaper on the 28th of every month to mark the occasion of being the first
chocolate manufactured in Malaysia. Last year, MC launched its first premium ice cream
brand and called it Galaxii.

a) Discuss the types of segmented pricing strategies. Based on the above, identify the
types of segmented pricing strategies likely used by MC chocolate. (10 marks)

(b) Briefly explain the types of new product pricing strategies. Based on the above,
identify the type of new product pricing strategy likely used for Galaxxi. (7 marks)

(c) Based on the above, identify and explain the types of brand development strategies
used by MC. Support each type with a relevant example. (8 marks)
[Total: 25 marks]