Marketing Management Exam Questions About Dendrite International

Instructions

• Master Students are to write an individual essay of minimum 2000 and maximum 3000 words. Before embarking on the assignment, you should read Part 5a (Academic Writing handbook) and 5b (Plagiarism Policy) of the Education and Examination Guide (EEG).

• All submitted files should be in a digital editable format preferably MS Word.

• Students will be randomly selected for?Presentations. Therefore, all students should be prepared. Details will be communicated to the selected students.

Answer instruction

This written marketing management examination consists of 10 open questions.

Each correct answer has a maximum of 10 marks, meaning that the total maximum number of marks for this exam you can obtain is 100 marks.

The minimum required number of words of each answer is 250 words and the maximum number of words of each answer is 350 words, meaning that the total minimum of words of all 10 questions is 2.500 words and the maximum number of words is 3.500 words.

1. Provide a clear description of Dendrite International, describe what products and / or services it provide, describe to which customers and in what industry it supplies these products and services.

2. Explain what Dendrite International’s value proposition is and which ‘need’ or ‘problem’ Dendrite International solves for its customers.

3. Analyze and assess Dendrite International’s internal environment and list the key strengths and weaknesses. According to you, which ones of these characteristics are critical for Dendrite International’s marketing? Please explain why you think so.

4. Analyze and assess Dendrite International’s external environment and list the key opportunities and threats. According to you, which ones of these developments are critical for Dendrite International’s marketing? Please explain why you think so.

5. Analyze in detail the segmentation of the market in which Dendrite International operates. Discuss which market segment is targeted by Dendrite International and explain why Dendrite International focuses on that market segment?

6. Provide a detailed analysis of the positioning of Dendrite International’s offering in its target segment. In your analysis, include the following aspects: Unique Value Proposition, customer satisfaction, differentiation and positioning.

7. Discuss to what extent Dendrite International’s current marketing strategy positively fits Dendrite International’s internal environment. Explain why you think that there is a good fit, or alternatively if according to you there is no good fit, please explain that as well.

8. Discuss to what extent Dendrite International’s current marketing strategy positively fits Dendrite International’s external environment. Explain why you think that there is a good fit, or alternatively if according to you there is no good fit, please explain that as well.

9. You are the marketing director of Dendrite International. You want to roll out a new operational marketing campaign aimed at increasing market share and to increase the number of customers. Please discuss how you will use the marketing mix elements of Dendrite International’s operational marketing plan to achieve your marketing objectives.

10. Critically evaluate Dendrite International’s current strategy and advise and explain which necessary strategy Dendrite International should pursue.

Note that you are allowed to use additional – and if necessary and relevant more recent - information about Dendrite International, e.g. the company’s website and other sources at the Internet. However, you will have to refer to your source in your answer and you will have to list the sources you add and use as an appendix to your exam answers.