QUESTION ONE Cine Study: HY DAIRIES, INC. Mc Eric Abbey read the latest sales figures with a great deal of satisfaction. The vice president of marketing at Hy Dairies, Inc. a large midwestem milk products manufacturer was pleased to see that the marketing campaign to improve sagging sales of Hy's gourmet ice-cream band was working Sales volume and market share of the product had increased significantly over the past two quarters compared with the previous year. The improved sales of Hy's gourmet ice cream could be credited to Vivian Okwi, who was assigned to the gourmet ice cream and last year. Vivian had joined Hy less than two years ago as an assistant brand manager after leaving a simike job at a food products fim. She was one of the few women of color in marketing margement at Hy Dities and had a promising career with the company. Mr. Abbey was pleased with Vivian's work and tried to let her know this in the amul performance reviews. He now lead an excellent opportunity to reward liczby offering her the recently vacated position of market research Cecinator. Although technically caly a lateral transfer with modest saley increase the marketing research coordial job would give Vivian Decay experience in scene ligbeddie week which would enlace her career with Hy Dairies Few people were aware that Mr. Albey's own career had been boosted by working as marketing research coordinace at Hy several years earlier. Vivian Ckweiled also seen the latest sales ligues Hy's gouemes ice cream and was expecting Asbey's call to meet with her the meeting. Mr. Alshey began ihe conversation by briefly menting the favorable salles figures and then explained the wanted Vivim to take the marketing research exteditorja Vivian was shocked by the eus. She enjoyed and management and particularly the challenge involved with coming product Page 13 Cwrse Instructor: EVELYN TWUMASI(MS) that directly affected the company's profitability Marketing research coordinate was a technical support position backroom" job-ar removed from the company's bottom-line activities. Marketing research was not the route to top management in meet organizatives, Vivian thought. She had been side-lined. After along silence, Vivian god a weak "Thank you, Mr. Abbey. She was too bewildered to protest. She wanted to collect her thoughts and reflect on what she had done wrong. Also, she did not know her boss well enough to be openly critical. Mr. Abbey recognised Vivian's surprise, which he naturally assumed was her positive response to hearing of this wonderful coreer opportunity. He too, had been delighted several years earlier about his temporary transfer to marketing research to round out his marketing experimce. "This move will be good for both you and Hy Dairies," said Abbey as he escorted Vivian from his office. Vivian was prosccupied with several tasks the afternoon, but she was able to consider the day's events the evening. She was one of the top women and few minocities in brand margement at Hy Dairies and feared that she was being side-lined because the company didn't want women or people of color in top management. Her previous employer had made it quite clear that women wouldn't take the hear" in marketing management and ended to place women in technical support positions after a brief term in lower brand management jobs. Obviously. Mr. Abbey and Hy Dairies were following the same game plan M. Abbey's comment that the coordinator job would be good for her was just a nice way of saying that Vivian couldn't go any further in brand management at Hy Dairies, Vivian now faced with the difficile decision of whether to confront M. Abbey and try to change Hy Dairies' sexist and possibly racist practices to leave the compy. (Source: McShane & Glinow, 2010). Required: Answer the following questions from the above care )Apply your knowledge of perceptual sterotyping to explain whalil wrong here (10 markis). h What other perceptual crroris appareil in this case study? Justify your answer 15marks). c) Explain two (2) langs that organizalices can do to minimise misperceptions in these types of simis? (Smarks. [20 marks QUESTION THREE Demonstrate with practical examples how students' knowledge in the following concepts could lead to increase in organizational performance: a) Personality (10 marks) b) Leadership (10 marks) 120 marks OLENTION ONE Cine Study HY DAIRIES, INC. Mr Eric Abbey read the latest sales figures with a great deal of satisfaction. The vice president of marketing at Hy Dairies, Inc. a large midwestem milk products manufacturer was pleased to see that the marketing campaign to improve sagging sales of Hy's ONETO ice-crom brand was working Sales volume and meket share of the product had increased significantly over the past two quarters compared with the previous year. The improved sales of Hy's gourmet ice cream could be credited to Vivian Okwi, who was assigned to the gourmet ice-crom brand last year. Vivis had joined Hy less than two years ago as an assistant brand manager after leaving a similar job at a food products firm. She was one of the few women of color in marketing management at Hy Dicies and had a promising career with the company. Mr. Abbey was pleased with Vivian's work and tried to let her know this in the amusal performance reviews. He now led an excellent opportunity to reward les by offering her the recently vacated police of market research Bator. Ahough technically only a lateral transfer with modest sakley increase, the marketing research cordile job would give Vivian becar experience in some ligh-pelile week which would enlace her career with Hy Dairies. Few people were aware that Mr. Albey's own career had been bested by working as marketing research coordinate at Hy several years earlic. Vivian Okwi ludab seen the latest sales ligues Hy's gouemes ice cream and was expecting Abbey's call to meet with her blue meeting. Mr. Alshey began the conversation by briefly meaning the favorable salles figures and then explained that he wanted Vivian to take the marketing research comeditor job. Vivian was shocked by the teus. She enjoyed beand management and particularly the challenge involved with coming a product Page 1 of 3 Cwrse Instructor TIVELYN TWUMASI(MS) that directly affected the company's profitability. Marketing research coordinate was a technical support position backroomjobar removed from the company's bottom-line activities. Marketing research was not the route to top management in most organizations, Vivian thought. She had been side-lined. After along silence Vivian mamped a weak "Thank you, Mr. Abbey. She was too bewildered to protest. She wanted to collect her thoughts and reflect on what she had done wrong. Also, she did not know her boss well enough to be openly critical. Mr. Abbey recognized Vivian's surprise which he naturally assumed was her positive response to hearing of this wonderful career opportunity. He too, had been delighted several years earlier about his temporary transfer to marketing research to round out his marketing experimce. This move will be good for both you and Hy Dairies," said Abbey as he escorted Vivian from his office. Vivim was preoccupied with several tasks that aftemore, but she was able to consider the day's events the evening. She was one of the top women and few minocities in brand margement at Hy Dairies and feared that she was being side-lined because the company didn't want women or people of color in top marsipanen. Her previous employer had made it quite clear that women couldn't take the heart in marketing margement and ended to place women in technical support positions after a brief term in lower brand management jobs. Obviously. Mr. Abbey and Hy Dairies were following the same game plan M. Abbey's comment that the coordinace job would be good for her was just a nice way of saying that Vivian couldn't go any further in brand management at Hy Dairies. Vivian now faced with the difficult decision of whether to confront M. Abbey and try to change Hy Dairies' sexist and possibly racist practices to leave the company. (Source: McShane & Glinow. 010). Required: Answer the following questions from the above care 1)Apply your knowledge of perceptual stereotyping to explain what I wrong here (10 marks) Walolle percep crois parcul in this case study! Justify your answer (Smarks. c) Explain two (2) ling that organizaces can do to minimize misperceptions in these types of sil.lices? (Smarks. [20 marks Question 2 a. Differentiate between contract costing and service costing. Provide your answer in tabular form with three differences. (3 marks) b. List five (5) industries which are most likely to apply contract costing in their operations. (5 marks) c. In a tabular form, provide two (2) similarities and two (2) differences each between Activity Based Costing (ABC) method and the Traditional method of charging overheads. (4 marks) d. How different in management accounting from cost accounting? Provide a brief commentary in two paragraphs (2 marks) TOTAL MARKS (14 MARKS)