Katherine Febelia – 201960015

Quiz 1 – Advance Marketing Management

Wed, 23 Sept 2020

Guidance:
1. Available time is 45 minutes maximum
2. Please do all the questions
3. Email the quiz’s answer to: tugaskuistest@gmail.com, with subject: Quiz1-MPL
4. Download first the quiz from Teams
5. Once the quiz has been downloaded, do straight on the paper (no need to do the quiz on
separated paper), then convert to pdf
6. Each question has 25 points.

Questions:
1. List and explain 8 demand categories with examples. The case: many people dislike or fear
certain products and would not demand them at any price. How might a health care
marketer manage the negative demand for such products as a colon cancer screening?
2. Analyze this statement: ‘Business competition encourages improved product quality and
increased customer satisfaction’. Do you agree or disagree with this statement? Why?
3. What is the single biggest difference between marketing concept, product concept, selling
concept, and production concept? Which concept is the easiest concept to apply in short
run? Explain your argument. Also which concept can offer the best for the long term
success? Explain your argument too.
4. MetalRock (MR), a chain that sells rock-band-inspired clothes for teens, recently launched
a new line of product, called MR-Extra to give plus-size teens the same fashion options.
Identify the three parts of the value delivery process and their function for MR.
5. Discuss the impact of tougher environmental regulations on businesses, citing examples
whenever possible. Also, point out opportunities, if any, presented by these regulations.
6. Ciki Super-Store is a departmental store has installed CCTV cameras to record consumer
actions. Which research approach has been adopted by Axis and why?

Answer :
1. 8 demand categories :
 Negative demand—Consumers dislike the product and may even pay to avoid it.
Example : dental work where people don’t work, Dental work where people don’t want
problems with their teeth and use preventive measures to avoid the same.
 Nonexistent demand—Consumers may be unaware of or uninterested in the product.
Example : ciggarates, alcohol, guns.
  Latent demand—Consumers may share a strong need that cannot be satisfied by an
existing product. Example : smartphones
 Declining demand—Consumers begin to buy the product less frequently or not at all.
Example : when CD players were introduced and IPOD came in the market, the demand
for walkman went down.
 Irregular demand—Consumer purchases vary on a seasonal, monthly, weekly, daily, or
even hourly basis. Example : seasonal products like umbrellas, air conditioners or
resorts.
 Full demand—Consumers are adequately buying all products put into the marketplace.
Example : the products of the company and that people want to buy from the same
company.
 Overfull demand—More consumers would like to buy the product than can be satisfied.
Example : the product that That have limited manufacturing, cement.
 Unwholesome demand—Consumers may be attracted to products that have undesirable
social consequences. Example : most underrated product.
To manage the negative demand for such products as a colon cancer screening, the marketers
should have to minimize the barriers and facilitate the proper health services.

2. Business competition encourages improved product quality and increased customer satisfaction.
Yes, I am agree with this statement. Business competition encourages producing the product with
quality and also increases customer satisfaction. Competition gives a good scope to all the
producers to provide the product with minimum cost. As the competitors get more and more
creative and innovative, it also can put the customer satisfaction into the higher level.

3. Biggest differences between marketing, product, selling, and production concept : Selling
focuses on the needs of the seller; marketing on the needs of the buyer, product proposes that
consumers favor products offering the most quality, performance, or innovative features. For the
short run, I think the marketing concept can fit because marketing concept more effective than
competitors in creating, delivering, and communicating superior customer value to your target
markets. For the long run, I think production can fit because it offering the most quality,
performance, or innovative features so the consumer might repurchase the product they have
already trust.

4. Value Delivering Process :

1. Choosing the value.
Select the appropriate target, and develop the offering’s values. Marketers analyze the target
market using STP formula.
2. Providing the value.
Marketers identify what kind of products the want to make, distribute and sell. Identify the specific
product features, price, and targets.
3. Communicating the value.
By utilizing the internet, advertising, and sales forces to announce and promote the products.

5. Environmental regulations have greatly improved air and water quality, especially in areas that
were dirtiest before regulation.
Reducing airborne particulates is especially beneficial, saving thousands of lives and preventing
millions of illnesses each year.
The potential health benefits may be even greater in developing countries, where pollution levels
are high.
Proposed reductions in greenhouse gas emissions have potentially large benefits from slowing
climate change and preventing some of its adverse impacts.
Environmental regulations raise production costs and lower productivity by requiring firms to
install pollution control equipment and change production processes.
Regulatory costs can influence firms’ decisions about locating new plants and shifting production
among existing plants.
Stricter regulations on new plants can discourage new investment and keep dirtier plants operating
longer than originally expected.
Stricter regulations in dirty locations can lead to increasing pollution in once-clean areas.

6. Research that used is Behavioral Research

Customers leave traces of their purchasing behavior in store scanning data, catalog purchases, and
customer databases. Marketers can learn much by analyzing these data. Actual purchases reflect
consumers’ preferences and often are more reliable than statements they offer to market
researchers. For example, grocery shopping data show that high-income people don’t necessarily
buy the more expensive brands, contrary to what they might state in interviews, and many low-
income people buy some expensive brands.