NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
MKT1003 Principles of Marketing (for Business Students)
2nd Semester 2012/2013
Co-ordinator: Assoc Professor Ang Swee Hoon
Individual Assignments – Class Participation
Individual Assignment 1: The Marketing Environment
(1) What is the difference between a need, a want, and a demand? Describe the needs versus the wants for each of the following products: (a) Lim Chee Guan bak kwa, and (b) L’Oreal Professional hair care. (2)
Suppose you are the producer of the singing reality show The Voice. How would you describe your share of market and share of consumer? Who are the consumers that The Voice would have the highest share of consumer? (3)
Name and describe the four product product/market expansion grid strategies. Over the years, Starbucks has introduced tea, ice cream, and food to its menu. Recently, it introduced Via coffee, wine & liquor, juice bars, as well as energy drinks. Which growth strategy(ies) do these represent?
Individual Assignment 2: Market Intelligence, Consumer Behavior
(1) Visit google.com and log in into your Google account. Look for “Documents” and create a URL where you can develop a Web survey site. Design a survey on consumers’ perception and attitude towards buying counterfeit products. Send the URL to ten of your friends and ask them to complete the survey. Analyze the results. What did you think of this online survey method? Do you think it encourages more objective or more biased responses? What are the strengths and weaknesses of Google’s survey facility? (2)
Suppose you want to understand the clubbing scene in Singapore. What kind of research method would you use and why? (3)
The Beijing Olympic Games was officially opened on August 8, 2008 at 8:08 pm. What consumer behavior explanation is there behind this chosen time?
Individual Assignment 3: Consumer Behavior
(1) Suppose Taylor Swift wants to...
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