1. (Mt) – Mgt201
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‫ة‬ ‫وزار‬ ‫ة‬ ‫ع‬ ‫ام‬ ‫ج‬ ‫ال‬
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‫ة‬ ‫ودي‬ ‫ع‬ ‫س‬ ‫ال‬ Kingdom of Saudi Arabia Ministry of Education Saudi
Electronic University Department of Business Administration College of Administrative and
Financial Sciences Assignment- 2 Marketing Management (MGT 201) Due Date: 12th
November’ 2022 @ 23:59 Course Name: Marketing Management Student’s Name: Course
Code: MGT201 Student’s ID Number: Semester: 1st CRN: Academic Year:2022-23 For
Instructor’s Use only Instructor’s Name: XXXXX Students’ Grade: Marks Obtained/Out of 15
Level of Marks: High/Middle/Low General Instructions – PLEASE READ THEM CAREFULLY
• • • • • • • • The Assignment must be submitted on Blackboard (WORD format only) via
allocated folder. Assignments submitted through email will not be accepted. Students are
advised to make their work clear and well presented, marks may be reduced for poor
presentation. This includes filling your information on the cover page. Students must
mention question number clearly in their answer. Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions. All
answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures
containing text will be accepted and will be considered plagiarism). Submissions without
this cover page will NOT be accepted. Assignment-2 Learning Outcomes: 1. 2. Develop
critical and analytical thinking necessary to overcome challenges and issues of marketing in
the changing global environment. (LO-4) Use effective and collaborative interpersonal skills
to carry out scientific analysis of consumers’ needs and wants to formulate a marketing
Plan. (LO-5) Part-A Case Study Read the Chapter Case Study entitled Yogurt Lovers say, “It’s
All Greek to Me” from Chapter11 “Product, Branding and Packaging decisions” Page: – 381
given in your textbook – “Marketing” (8th Edition) by Dhruv. Grewal and Michael. Levy
(2022) and answer the following Questions: Assignment Question(s): 1. Generally speaking,
what type of product is yogurt? Does your answer change for the different product
categories that ‘Chobani’ has defined for its offerings? (2 Marks) 2. Is ‘Chobani’s’
introduction of yogurt for children a brand extension or line extension? Explain. (2 Marks)
3. How is ‘Chobani’ positioning its various product categories currently? How is it
communicating its current positioning strategy? (2 Marks) Part-B Critical Thinking Answer
the following questions based on the concepts discussed in Chapter- 13, 15 and 18 1.
Assume you were hired by the local grocery store to help in assessing its service quality
based on the five service dimensions to determine the overall service quality: reliability,

2. responsiveness, assurance, empathy, and tangibles. How would you go about undertaking
this project? (Ch-13) (3 Marks) 2. Price skimming and market penetration pricing are the
two important pricing strategies used by Marketers. Ahmad wants to launch his new
backpack in the local market. Being a marketer which pricing strategy you will suggest him
to use and why? (Ch-15) (3 Marks) 3. Do you find any difference between advertising and
public relations? How can public relations contribute to a firm’s IMC? Explain with the help
of a suitable example.(CH-18) (3 Marks) Note: 1. Answer all the questions based on your
understanding from the concepts discussed in the class, PPTs and Text book. 2. Justify your
answers with at least two references for each question. 3. If plagiarism is more than 25%
you will get 0 marks for the questions concerned. Answers Part-A 1. 2. 3. Part-B 1. 2. 3.