Final Assessment Spring 2021 Semester

Program: BSAF Class: 6B

Course Name: Marketing Management Duration: 2.50 hours
Instructor’s Name: Dr. Jawaid A. Qureshi Total Marks: 25 Marks
Course Code: BS-AF2403 Date: June 10, 2021

IMPORTANT instructions:
 Read all the questions carefully first and then ask for clarifications.
 Assessment related queries will not be entertained after 60 minutes for final assessment after the start of the
exam.
 Marks and word limitation of each question are mentioned at the end of each question.
 Students are not allowed to use any other email ID other than SZABIST.PK
 Students will not use SZABIST logo in final assessment answer sheet.
 Students are responsible and accountable if they will share the question paper with anyone else (Internal or
external).
 Use a Word file and submit your answer sheet and question paper through email on this id:
jawaid.qureshi@szabist.pk
 The title of the Word file should be your full official name_final-term_MM.
 Subject of the email should be
(Email Subject: ProgramClassSection_CourseNameWithCode_Registration)
 Write Name, Registration number, Class & Section, Course Name and Date on the assessment answer
sheet.

Attempt all questions. All the sub-parts of a question carry equal marks.

Q1. A). From the case study, The Founder (2016), answer the following: How McDonald’s observed the emerging
socio-economic trends and opportunities by doing environmental analysis and market research done by observation?
B). Which segments of the market it targeted and how it positioned itself? (8 Marks; Approx. Word Limit: 550 words)

Q2. A). How McDonald’s developed the speediest food delivery system in the world, self-serving model for ordering
and food collection, and innovative food menu to create value for customers? B). Which pricing objective and policy it
followed? Explain to justify your answer. C). How it distributed its products through its own first few branches and
then, its franchise network? D) How it assured quality control system and standardized operations in its branches i.e.,
franchise network? E). Which communication tools did it apply to attract its customers and investors as franchisees?
How it created hype among potential investors? (10 Marks; Approx. Word Limit: 900 words)

Q3. A). There are similarities between the functions of a distribution network and franchise network. Briefly explain
the functions of a distributor. B). From the case, cite examples of some incidences/events of clash between the
McDonald brothers and Ray Crock. How could have you solved those issues as a smart marketer? (7 Marks; Approx.
Word Limit: 550 words)

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 ***Best of Luck***

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