Management Question

‫المملكة العربية السعودية‬
‫وزارة التعليم‬
‫الجامعة السعودية اإللكترونية‬

Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University

College of Administrative and Financial Sciences

Assignment-3
Marketing Management (MGT 201)
Due Date: 30th November 2024 @ 23:59
Course Name: Marketing Management

Student’s Name:

Course Code: MGT201

Student’s ID Number:

Semester: 1st

CRN:
Academic Year:

2024-25

For Instructor’s Use only
Instructor’s Name:
Students’ Grade: Marks Obtained/Out of 10 Level of Marks: High/Middle/Low
General Instructions – PLEASE READ THEM CAREFULLY
•
•
•
•
•
•
•
•

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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-3

Learning Outcomes:
1.
2.
3.

Recognize an understanding of the overall marketing concepts, goals and strategies within the context of
organizations goals and strategies. (LO-1)
Outline an understanding of the global competitive environment and the changing marketing practices. (LO-2)
Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing
global environment. (LO-4)

Critical Thinking
1

(Max Marks-10)

Imagine that you were hired by the local grocery store to help assess its service quality. How would
you go about undertaking this project based on the Service Gap Model discussed in Chapter-13?
(CH-13, CLO-1) (4 Marks)

2. Assume you are the product manager for Pond’s sun protection product line and your team developed
a new type of sunscreen. Which B2B pricing tactics would you use to promote it and why?
(CH-15, CLO-2) (3 Marks)

3. “Retailers can be eliminated from the distribution channel because they only add costs to the final
product without creating any value-added services in the process”. Do you agree with this perspective?
Why or why not? Justify your answer.
(CH-17, CLO-4) (3 Marks)

Important Notes: •
•
•
•

Restricted – ‫مقيد‬

Reading required: – Read Chapter 13, 15 and 17 carefully and then answer the questions based
on your understanding.
For each question, you need to answer not in less than 150 Words.
Support your answers with course material concepts, principles, and theories from the textbook
and scholarly, peer-reviewed journal articles etc.
Use APA style for writing references.

Answers
1.
2.
3.

Restricted – ‫مقيد‬

‫المملكة العربية السعودية‬
‫وزارة التعليم‬
‫الجامعة السعودية اإللكترونية‬

Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University

College of Administrative and Financial Sciences

Assignment-3
Marketing Management (MGT 201)
Due Date: 30th November 2024 @ 23:59
Course Name: Marketing Management

Student’s Name:

Course Code: MGT201

Student’s ID Number:

Semester: 1st

CRN:
Academic Year:

2024-25

For Instructor’s Use only
Instructor’s Name:
Students’ Grade: Marks Obtained/Out of 10 Level of Marks: High/Middle/Low
General Instructions – PLEASE READ THEM CAREFULLY
•
•
•
•
•
•
•
•

Restricted – ‫مقيد‬

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-3

Learning Outcomes:
1.
2.
3.

Recognize an understanding of the overall marketing concepts, goals and strategies within the context of
organizations goals and strategies. (LO-1)
Outline an understanding of the global competitive environment and the changing marketing practices. (LO-2)
Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing
global environment. (LO-4)

Critical Thinking
1

(Max Marks-10)

Imagine that you were hired by the local grocery store to help assess its service quality. How would
you go about undertaking this project based on the Service Gap Model discussed in Chapter-13?
(CH-13, CLO-1) (4 Marks)

2. Assume you are the product manager for Pond’s sun protection product line and your team developed
a new type of sunscreen. Which B2B pricing tactics would you use to promote it and why?
(CH-15, CLO-2) (3 Marks)

3. “Retailers can be eliminated from the distribution channel because they only add costs to the final
product without creating any value-added services in the process”. Do you agree with this perspective?
Why or why not? Justify your answer.
(CH-17, CLO-4) (3 Marks)

Important Notes: •
•
•
•

Restricted – ‫مقيد‬

Reading required: – Read Chapter 13, 15 and 17 carefully and then answer the questions based
on your understanding.
For each question, you need to answer not in less than 150 Words.
Support your answers with course material concepts, principles, and theories from the textbook
and scholarly, peer-reviewed journal articles etc.
Use APA style for writing references.

Answers
Answer1 :

To assess the service quality at the local grocery store using the Service Gap Model, the first step
would be to identify the customer expectations and perceptions, which corresponds to Gap 1, the
Knowledge Gap. I would collect data through surveys, focus groups, or interviews with customers to
understand their expectations regarding key aspects of service, such as product availability, the speed
of checkout, staff friendliness, store cleanliness, and the overall shopping experience. This would give
a clear picture of what customers expect when shopping at the store.
Next, I would assess how well the store’s management understands these customer expectations,
which relates to Gap 2, the Standards Gap. This step involves comparing customer expectations with
the store’s current service standards. If there is a disconnect, management may not fully grasp what
customers are expecting, and adjustments would be needed to align service standards accordingly.
The third step would be to evaluate the store’s service delivery, corresponding to Gap 3, the
Delivery Gap. I would observe the store’s operations to assess whether the actual service provided
matches the set standards. For instance, this could involve measuring checkout efficiency, staff
behavior, product availability, and store cleanliness. By assessing these key factors, I would identify if
there are gaps between the expected service and the service delivered.
Finally, I would evaluate the Communication Gap (Gap 4), which involves understanding how
the store communicates its services and promises to customers. I would look into the store’s
advertising, signage, and promotions to determine if the communication aligns with the actual
experience customers have. If there are discrepancies, adjustments in marketing or internal processes
would be necessary. By following these steps, I could identify and address the service gaps, leading to
a more customer-centric approach in the store’s operations.

Answer2 :
I would utilize value-based pricing tactics for promoting the new sunscreen to
B2B customers. This approach involves setting prices based on the perceived value of the
product to the customer rather than solely on production costs. By highlighting the unique
features and benefits of the new sunscreen, such as advanced UV protection technology or
skin-friendly ingredients, we can justify a higher price point to B2B clients who prioritize
quality and effectiveness in sun protection products. Additionally, offering volume discounts or
customized pricing packages based on individual client needs can further incentivize B2B
customers to choose our product over competitors.
– Value-Based Pricing: Determine how much value the new sunscreen provides to B2B
customers compared to existing products in terms of performance, durability, or other factors
Highlight Unique Features: Emphasize any innovative features or benefits of the new

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sunscreen that differentiates it from competitors’ offerings.
– Justify Higher Price: Use marketing materials and sales pitches to explain why the higher
price point is justified based on superior quality, effectiveness, or other value-added aspects.
– Volume Discounts: Offer discounts for bulk purchases by B2B clients to encourage larger
orders and build long-term relationships with business customers.
– Customized Pricing Packages: Tailor pricing packages based on specific needs or preferences
of individual B2B clients, such as offering different price points for varying order sizes or
contract lengths.
By implementing these strategies effectively, we can position our new sunscreen product
competitively in the B2B market and attract business customers seeking high-quality sun
protection solutions with added value propositions tailored to their needs.

Answer3 :

I disagree with the perspective that retailers can be eliminated from the distribution channel because
they only add costs without creating value. While it is true that retailers add costs to the final price of
the product, they provide essential services that add significant value to the consumer experience.
Retailers offer convenience to customers by making products available in easily accessible locations.
Without retailers, consumers would need to buy products directly from manufacturers, which may not
be as convenient, especially for products requiring in-person selection or immediate availability.
Retailers also play a critical role in offering a variety of products under one roof. They provide
customers with a wide range of brands and products to choose from, allowing them to make informed
purchasing decisions. This assortment saves time and effort for customers, as they do not have to visit
multiple manufacturers or suppliers to find what they need.
Additionally, retailers engage in marketing and promotion, which helps increase product visibility
and demand. Retailers run sales events, provide advertisements, and highlight new products, all of
which contribute to raising consumer awareness and generating interest. They also offer customer
service, including assistance in product selection, handling returns and exchanges, and addressing
customer concerns, which enhances the overall shopping experience.
Therefore, retailers do more than just add costs to a product. They serve as a vital link between
manufacturers and consumers, ensuring that products reach customers in an effective and efficient
manner while providing additional value through convenience, variety, marketing, and service. As
such, their role in the distribution channel is crucial and cannot be easily eliminated without impacting
the consumer experience.

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References
• Grewal, D., & Levy, M. (2021). Marketing (11th ed.). McGraw-Hill Education.
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This textbook provides foundational insights on service quality and distribution strategies,
including the Service Gap Model and various pricing tactics. It is referenced throughout the
responses to address service quality, B2B pricing, and the role of retailers in the distribution
channel.

• Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
•

This reference supports the discussion on pricing strategies such as penetration pricing,
bundling, and volume discounts, which are often discussed in the context of both B2B and B2C
markets.

• Berman, B., & Evans, J. R. (2018). Retail management: A strategic approach (13th ed.). Pearson.
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This book provides valuable insights into the importance of retailers in the distribution
channel, discussing their role in adding value through product assortment, customer service,
and marketing efforts, which supports the arguments against eliminating retailers from the
distribution channel.

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