MANAGEMENT. MANAGEMENT.. : MANAGEMENT. Management.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

MANAGEMENT1
Numerical Questions:
1. Good marketing is no accident, but a result of careful planning and execution.
2. A _ marketer_______ is someone seeking a response (attention, a purchase, a vote, a
donation) from another party, called the __ prospect ______.
3. Companies selling mass consumer goods and services such as soft drinks, cosmetics, air
travel, and athletic shoes and equipment spend a great deal of time trying to establish a
superior brand image in markets called ___ consumer markets _____.
4. Companies must consider several factors in developing their communications mix:
type of product market, consumer readiness to make a purchase and stage in the __
Product Life Cycle ______.
5. Customers are showing greater price sensitivity in their search for value.
6. A manufacturer who creates tools such as bolts, latches, door handles etc. for left-
handed individuals is an example of a company that serves a niche market (Toften and
Hammervoll 2013).
7. The management of Raleigh Bicycles observes that the company's selling costs are
affected by the increased number of visits that salespeople make to meet dealers. The
company decides to reduce its personal selling costs by making sales calls to dealers
via telephone. This marketing strategy used by Raleigh is an example of outbound
telemarketing (Maulana and Nurulfirdausi 2015).

MANAGEMENT2
8. The ____ cluster analysis____ defines which other brands a brand competes with and
therefore which brands should be the focus of competitive analysis.
9. “We sell the safest, most durable wagon” best describes a car company's value
proposition.
10. __ Consumer behaviour______ is the study of how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or experiences to
satisfy their needs and wants.
B1:
The chosen companies from the list are Volkswagen, Ford and Honda. The selected
companies are observed to be the market leaders of the automotive industry and the
increasing share of the market of the companies in recent years is a clear reflection of the
excellence of their market strategies. With a precise look at the STP strategy implemented by
Volkswagen, it is understandable that the company is dedicated in serving the young
executives, businessmen and the urban families with their services and products. In addition
to this, the company is able to place their business as one of the largest car manufacturer in
the globe. On the other hand. Ford is able to place their business as a quality car
manufacturing company and the targeted customer segment of the company is pretty similar
to that of Volkswagen. Honda is seen to target the customers of the upper middle income
bracket and the young executives. The market positioning of the company is seen to be pretty
unique in nature where it has secured the position of an innovative brand which makes luxury
eco- friendly cars keeping the future in mind. With a precise look at the promotional