MAR 6816 Test Review

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MAR 6816 Test Review
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Midterm Exam 1 Review

• Next week, Tuesday, 730 a.m. to 1015 a.m. (165
  minutes).
• Please bring a calculator.
• Open-book, open-note.
• Ill provide the test booklet and papers.
• Test worth 200 points or 20 of your grade.

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Questions
Suggested time 20 minutes per question.
Quality of questions will be of higher level
compared to quizzes.
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Breakdown by Material

• Four cases
• Dell
• Biopure
• Omnitel
• BD
• Five HBR articles
• Marketing malpractice
• Value disciplines
• Differentiation
• Rediscovering segmentation
• Brand report card
• Plus lecture material

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How to Study for the Cases?

• Read the cases again THOROUGHLY. Understand the
  customer-competitor-company analysis for each
  case.
• Make sure that you understand all the tables and
  exhibits. Some answers will require you to
  highlight numbers from these tables ( exhibits)
  to strengthen your logic.

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How to Answer Questions?

• Bullet points ok. Brevity is important
  sparseness is not. Dont sacrifice information.
• Be precise. Use the strategy lingo.
• Follow the hints provided.
• Show the work so that we can give you partial
  credit, if need be.

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Examples of test questions

• Imagine that youre the strategy consultant for
  Biopure. The CEO of Biopure has just told you of
  his plans to launch Oxyglobin (price to enduser
  300) in six months. The Marketing Vice President
  for Hemopure is apparently dead set against this
  launch arguing that pricing Oxyglobin at 300
  will jeopardize Biopures ability to price
  Hemopure at 800. Provide your professional
  opinion to the CEO about the impact of
  Oxyglobins pricing on the pricing of Hemopure.
  Would a lower priced Oxyglobin create a downward
  price pressure on Hemopure?
• Is the tradesmen market in the BD case a push
  market or a pull market? Develop product and
  promotional plans for BD marketers to reach this
  segment?

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Examples of test questions

• 3. Apart from the three options mentioned in the
  BD case, are there any other option(s) available
  for BD? Discuss, in detail, at least one other
  option of how BD should proceed.
• 4. You have just joined Makita as Marketing
  Controller. The CEO of Makita, impressed with
  your knowledge of marketing strategy, requests
  you to prepare a project brief elaborating on
  Makitas vulnerabilities and possible potential
  remedial actions so that Makita can be better
  prepared for competitors actions. Prepare this
  brief for the CEO.

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Examples of test questions

• 5. Examine Figure E in the BD case. Also, look
  at Exhibit 1. Comment on the performance of BD
  in the tradesmen market? If you were the
  marketing manager at BD, what would your
  strategy be?
• 6. Do a thorough competitive analysis of the PC
  industry.
• 7. The marketing personnel at Omnitel have
  decided to target ONE segment from the current
  users. Choose the market that you think fits well
  with Omnitels capabilities and explain your
  reasoning. Also, devise a promotions strategy for
  Omnitel to reach this market.

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Examples of test questions

• 8. Do a thorough customer analysis of the
  elective and emergency surgery segment in the
  Biopure case. Can Biopure reach this segment? Why
  or why not?
• 9. Map the value chain of Dell in the PC
  industry. What are the unique advantages of Dell
  vis-à-vis its competitors?