Read the cases carefully and answer the questions given below of each cases.

Case Study I

The Fortune company deals with oil products which are supplied to public and private cosmetic companies. The CEO Mr. Usama of Fortune consistently used to cut the advertising budgets. To overcome this, his managers, on several occasions had presented Mr. Usama evidence of a solid link among, advertising, preference, market share & profit. Each time this occurred, the CEO would maintain his stand. Lately a manager brought to him a research article on advertising. It showed that the average industrial firm can increase its market share by 30 per cent, when it backs up the sales force with advertising. Mr. Usama, reflected on the range of his products/market situation and said Thats only true sometimes and leaned back.

Questions

(1) How does increase in advertising expenditure relate to increase in sales? Give five

reasons with proper justification for each reason. (5 Marks, Minimum 50 words)

Submit the assignment by Writing the Answers ONLY in a separate word document by Mentioning the your Name , I,d number , Section and version number.

4

(2) a. You are required to identify the problems in the above case and suggest suitable solutions with proper justification. (2 Marks, Minimum 20 words)

b. Do you think that marketing research can change the stand of CEO. Considering the above case mention any three importance of marketing research.

(3 Marks, Minimum 30 words)