1. Identify and explain any two advantages and any two disadvantages that Reebok's

partnerships with retailers can bring to the company? (10 Marks)

2. If Adidas announced its intention to takeover (purchase) Reebok, identify and explain

any two marketing issues that this takeover might bring? (5 marks) Do you think

Adidas will keep Reebok as a separate brand? Why or why not? (5 marks)

3. a. MIDDLE EAST PARFUMERIE, as the name implies, is a perfume manufacturing

company, targeting its products at men and women buyers. The company is having a

product mix of 6 different perfume collections on different fragrances like woody,

spicy, fresh, sport, naturale and fruity. The company is interested to find out two

aspects:

i) The different profiles of customers who would be interested on different fragrance

collections.

ii) Would investing in 'Digital Marketing' give them an expected ROMI of 16%?

Out of the various types of research namely, Exploratory, Descriptive and Causal,

what type(s) of research can be prescribed for i) and ii)? Justify -10 marks

b. MIDDLE EAST PARFUMERIE, want to put advertisements in Lifestyle

Magazines. So, they wanted to understand the readers' expectations from Lifestyle

magazines. Critically analyse the role of a 'FOCUS GROUP' in helping them achieve

their research objective by first explaining a focus group approach and then indicating

any two benefits of using the approach. (10 Marks)

4. a. Managing the 'Product mix' of a company requires a good understanding of

dimensions including Depth, Width and Length of a Product Mix. Critically analyse

the meaning and importance of the three dimensions using suitable examples or

illustrations. (12 marks)

b. Apply any two 'line extension' strategies for the product category of mobile phones.

(8 marks)

5. a. Critically analyse any two advantages of the globally reputed consumer electronics

company 'SONY CORPORATION' following a forward integration strategy for its

entire product mix. (5 marks)

b. As a marketing manager, critically analyse how Market penetration, Market

development and Product development strategies can close the strategic planning gap

of an organization. (15 marks)