Marketing Management (GSRM 7223)
April 2020 Format Final Examination
1
Info on Final Exam:
Date: 16/08/2020*
Time: 9.00 am – 5.00 pm*
Duration: 8 hours*
Mode: Online*
*As of 24 July 2020
However, please refer to announcement on the final exam, in your UNIEC Campus, as
university may decide to change the date, time and duration of the exam anytime it thinks
necessary.
Format
Total Marks: 50
Number of questions: 4
INSTRUCTION:
1. This is an open book exam. You may consult the learning materials that are provided to you
in UNIEC Virtual – the textbook and reference book stated in the course plan, relevant
company website plus the notes and videos. You are allowed to do internet research where
necessary but are NOT allowed to plagiarize. Marks will be deducted if you are found
committing plagiarism while answering this question paper.
2. Your answer can be type-written directly onto the ANSWER BOOKLET provided. Please
ensure that your answer is numbered according to the question number and is following the
sequence in the question paper.
3. If you chose to handwrite, use only blue or black pen, write legibly and clearly. Scan your
completed answer and insert only ONE (1) image per page onto the ANSWER BOOKLET
provided.
4. You have the responsibility to make sure that what you submitted is the complete FINAL
version of your answer as no resubmission or co
ection is allowed. Follow the instruction
given on the cover page when submitting your answer.
5. Submit your answers in ONE (1) file. Do not submit multiple files. Submission must only be in
Microsoft Word.
6. This question book consists of ONE (1) section only. You are required to answer ALL
questions.
Marketing Management (GSRM 7223)
April 2020 Format Final Examination
2
Some practice questions:
Links provided just to give idea for you to answer the questions. Nevertheless, please do extra
eadings and updates.
Avon: Is this the end of an iconic beauty
and?
“Ding dong, Avon calling!”
The old tagline from the 1950s and 60s made Avon a household
name among the Babyboomer crowd…
And now, the quintessential old-lady cosmetics
and.
Even so, their status as one of the first major network marketing
companies has made them the biggest name in the MLM space,
ivaled only by Amway.
Add to that their squeaky-clean reputation, and they’re unlike other MLMs that reek of
manipulation and hype.
But like other iconic
ands that are losing their foothold or outright dying out (think Sears and
Macy’s), Avon has been in a steady decline for the last decade. Clearly, they’re struggling to
transition from door-to-door sales to e-commerce.
Source: https:
mlmcompanies.org/avon/
1. Evaluate marketing environmental trends that are threatening cosmetic companies like AVON
to stay competitive and eventually lead to
and name erosion. Support your argument with
elevant examples.
Read:
1. https:
www.cosmeticsdesign-asia.com/Article/2020/06/17/K-beauty-s-post-COVID-19-
future-Clean-hygienic-and-healthy-beauty-trends-set-to-
soar?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
2. https:
www.cosmeticsdesign-asia.com/Article/2020/06/10/Singaporean-
and-
mySKINBAR-looks-to-web-consultations-amid-COVID-19-
estrictions?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
2. Think of a trend in cosmetics industry recently. For example:
https:
www.fo
es.com/sites/pamdanzige
2019/09/01/6-trends-shaping-the-future-of-the-
532b-beauty-business/#7fdc95ff588d
a. Do you think AVON should sell the natural cosmetics in addition to their cu
ent product
lines? Justify your opinions.
. Discuss the target market as well as create the marketing mix for this new product.
Read:
1. https:
en.wikipedia.org/wiki/Market_segmentation
2. https:
en.wikipedia.org/wiki/Target_market
3. In designing marketing strategies, companies will need to adopt marketing orientations.
Describe the marketing orientations available and elaborate on strategies that AVON can
adopt and the strategies suitable for each orientation.
http:
mlmcompanies.org/amway
https:
mlmcompanies.org/avon
https:
www.cosmeticsdesign-asia.com/Article/2020/06/17/K-beauty-s-post-COVID-19-future-Clean-hygienic-and-healthy-beauty-trends-set-to-soar?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
https:
www.cosmeticsdesign-asia.com/Article/2020/06/17/K-beauty-s-post-COVID-19-future-Clean-hygienic-and-healthy-beauty-trends-set-to-soar?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
https:
www.cosmeticsdesign-asia.com/Article/2020/06/17/K-beauty-s-post-COVID-19-future-Clean-hygienic-and-healthy-beauty-trends-set-to-soar?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
https:
www.cosmeticsdesign-asia.com/Article/2020/06/10/Singaporean-
and-mySKINBAR-looks-to-web-consultations-amid-COVID-19-restrictions?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
https:
www.cosmeticsdesign-asia.com/Article/2020/06/10/Singaporean-
and-mySKINBAR-looks-to-web-consultations-amid-COVID-19-restrictions?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
https:
www.cosmeticsdesign-asia.com/Article/2020/06/10/Singaporean-
and-mySKINBAR-looks-to-web-consultations-amid-COVID-19-restrictions?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
https:
www.fo
es.com/sites/pamdanzige
2019/09/01/6-trends-shaping-the-future-of-the-532b-beauty-business/#7fdc95ff588d
https:
www.fo
es.com/sites/pamdanzige
2019/09/01/6-trends-shaping-the-future-of-the-532b-beauty-business/#7fdc95ff588d
https:
en.wikipedia.org/wiki/Market_segmentation
https:
en.wikipedia.org/wiki/Target_market
Marketing Management (GSRM 7223)
April 2020 Format Final Examination
3
4. You have just been hired as a product manager to manage a new ‘natural cosmetic launched
y AVON. Propose ‘’product’’ and ‘’promotion’’ strategies as the product goes through the
FOUR (4) Product Life Cycle (PLC) stages, namely Introduction, Growth, Maturity and
Decline.
Read: https:
www.nibusinessinfo.co.uk/content/product-life-cycle-strategies
5. When a cele
ity
and ambassador is involved in a controversy, discuss the effect to the
customers’ purchase intention towards products endorsed by him/her. Support with evidences
of local and international endorsers who were involved in the same situation. Justify your
answer.
Read:
1. Mobinil and Sawiris case - https:
www.independent.co.uk/news/world/africa/islamic-
mickey-mouse-provokes-anger-in-egypt XXXXXXXXXXhtml
2. https:
www.businessinsider.com/nike-kobe-
yant-products-removed-website-2020-1
3. https:
en.wikipedia.org/wiki/Cele
ity_
anding
4. Wikipedia: Cele
ity endorsement
5. Cele
ity endorsement AND
and equity
6. Cele
ity endorsement AND controversy
6. In the situation where cele
ity is no longer around to endorse the
and, what will happen to
the
and equity?
Read:
1. https:
www.businessinsider.com/nike-kobe-
yant-products-removed-website-2020-1
2. https:
en.wikipedia.org/wiki/Fo
es%27_list_of_the_world%27s_highest-
paid_dead_cele
ities
3. Google scholar: The impact of death on consumer responses to cele
ity endorser
misbehavior
4. https:
www.fo
es.com/sites/steveolenski/2017/06/12/the-
anding-of-dead-
cele
ities/#2f0967216d80
Avon Company Overview
Headquartered in London, England, Avon is a multibillion dollar direct sales company that
focuses on beauty, personal care, and household products. In terms of revenue, they are the
second largest MLM company (right behind Amway) and the fifth largest beauty company on
the planet.
https:
www.nibusinessinfo.co.uk/content/product-life-cycle-strategies
https:
www.independent.co.uk/news/world/africa/islamic-mickey-mouse-provokes-anger-in-egypt XXXXXXXXXXhtml
https:
www.independent.co.uk/news/world/africa/islamic-mickey-mouse-provokes-anger-in-egypt XXXXXXXXXXhtml
https:
www.businessinsider.com/nike-kobe-
yant-products-removed-website-2020-1
https:
en.wikipedia.org/wiki/Cele
ity_
anding
https:
www.businessinsider.com/nike-kobe-
yant-products-removed-website-2020-1
https:
en.wikipedia.org/wiki/Fo
es%27_list_of_the_world%27s_highest-paid_dead_cele
ities
https:
en.wikipedia.org/wiki/Fo
es%27_list_of_the_world%27s_highest-paid_dead_cele
ities
https:
www.fo
es.com/sites/steveolenski/2017/06/12/the-
anding-of-dead-cele
ities/#2f0967216d80
https:
www.fo
es.com/sites/steveolenski/2017/06/12/the-
anding-of-dead-cele
ities/#2f0967216d80
Marketing Management (GSRM 7223)
April 2020 Format Final Examination
4
Brand Asset Valuator MOdel
7. AVON has been relying on the MLM business model. The cu
ent findings also found that
AVON is low on differentiation and relevance. In terms of
and personality, AVON is also in
trouble. Should AVON move to adopt hy
id business model that include
ick-and-mortar
stores as well as online stores in the future, in the aims to strengthen their
and personality?
Justify your opinions.
Read:
Marketing Management (GSRM 7223)
April 2020 Format Final Examination
5
1. https:
www.investopedia.com/terms
and-
personality.asp#:~:text=Brand%20personality%20is%20a%20set,a%20specific%20cons
umer%20segment%20enjoys.
2. https:
www.bavgroup.com/about-bav
andassetr-valuator
https:
www.investopedia.com/terms
and-personality.asp#:~:text=Brand%20personality%20is%20a%20set,a%20specific%20consumer%20segment%20enjoys.
https:
www.investopedia.com/terms
and-personality.asp#:~:text=Brand%20personality%20is%20a%20set,a%20specific%20consumer%20segment%20enjoys.
https:
www.investopedia.com/terms
and-personality.asp#:~:text=Brand%20personality%20is%20a%20set,a%20specific%20consumer%20segment%20enjoys.
https:
www.bavgroup.com/about-bav
andassetr-valuator