MS006 Marketing For Managers IGNOU exam question paper

MS-006: Marketing For Managers last 3 yrs paper

December 2021 Marketing Management

Q1. Discuss in detail, the evolution process of Marketing Philosophy. How is marketing process handled?

Q2. What do you understand by the concept of competitive advantage ? How is it created for positioning the product ?
Q3. Discuss the life stretching strategies adopted in the case of a consumer product when its sales start declining. Why are product innovations necessary ?
Q4. Explain the various product-price adjustment strategies. How is break-even point achieved in terms of volume of production ?
Q5. Explain the total system approach to marketing logistics. What are its strengths and weaknesses ?
Q6. What products are suited for mass advertising, direct advertising and interactive advertising ? Justify the suitability. How is publicity different from advertising ?
Q7. (a) Discuss the main functions of marketing communication.
(b) Write a short note on channel conflict. 10+10
Q8. What are the various geographical pricing strategies ? Discuss the importance of labelling to marketers. 12+8
Q9. How do you evaluate the potential of a target market ? How do environmental factors affect marketing strategies ? Discuss. 10+10

June, 2021

(a) What are the main characteristics that distinguish services from physical products? Explain the unique marketing challenges posed by these characteristics, giving suitable examples.

(b) What is a New Product? Describe the various steps involved in the new product development process.
(a) Explain the concept of Product Life Cycle (PLC). Discuss how marketing strategies change during the different stages of PLC.

(b) What are the objectives of pricing? Explain the various types of new product pricing strategies that are available to the marketer.
(a) What is a Brand? How does branding help consumers and marketers? Suggest a suitable brand name for a new premium bath soap to be introduced. Justify your answer.

(b) Why does Sales Management function assume significance in an enterprise? Discuss the role and responsibilities of a sales manager in accomplishing the firm’s objectives.
Write short notes on any three of the following:
(a) Relevance of Social Marketing

(b) Model of Consumer Behaviour

(c) Elements of Promotion Mix

(d) Limitations of Cyber Marketing

(e) Bases for Segmentation
In view of the huge opportunity that exists for fabric in Over-the-Counter (OTC); Readymade Garments (RMG) and having export potential, a leading Indian corporate with diversified businesses has now forayed into the textile segment offering premium fabric to the market by the name ‘‘Brado’’, the new brand in an overcrowded textile market.

Questions:

(a)How would marketing research help in seeking consumer insights for the said brand? Discuss.

(b) Suggest suitable marketing organization structure for the said firm.

(c) What marketing communication mix would you suggest and why?

December, 2020

(a) What is Marketing? Explain the term market offering giving a recent example of a market offering that has satisfied your need or wants.

(b) Discuss the psychological factors influencing consumer buying behaviour. Explain their importance to marketers.
(a) Explain the concept of product mix by giving suitable examples. How and when does product diversification help the firm as a tool for market development?

(b)Discuss the various elements of promotion mix that are available to the marketers. Comment on the merits and limitations of each of these elements.
(a) What is Sales Forecasting? Explain any two methods of sales forecasting.

(b) What is Marketing Research? With a suitable example, explain how marketing research helps a manager in the decision-making process.
Write short notes on any three of the following:
(a) Reasons for growth of the service sector

(b) Market Segmentation vs. Product Differentiation

(c) Types of purchase decisions

(d) Functions of packaging

(e) Objectives of pricing policy
Lifeline is a fast growing kitchen appliances premium brand. It offers a wide range of appliances and is now poised to tap and offer its product offerings as corporate gifting especially for the festive seasons and also for other occasions and celebrations with a base line which says:

“Smart Gifts for Smart Kitchens” clearly conveying its purpose.

Looking at the huge potential, the company now wishes to capture this market as a long-term strategy to contribute substantially to the [ 4 ] MS-06 overall business. As a manager exclusively handling this segment propose the following:

Questions:

(a) Suggest marketing mix elements emphasizing on pricing, promotion and distribution aspects.

(b) The packaging decisions that you would consider and why?

June, 2020

(a) Define Marketing. With the help of an example, explain the concept of marketing mix.

(b)What is Segmenting of Markets? What bases can be used to segment markets for (i) Toothpaste, (ii) Garments?
(a) Explain the unique characteristics of services that distinguish them from physical goods.

(b) What do you understand by the term `Marketing Research’? Discuss the scope of marketing research.
(a) What is Promotion Mix? Discuss its elements with examples.

(b) You have to set prices for a new product. What pricing strategies can be used in this case?
Write short notes on any three of the following:
(a) Types of distribution strategy

(b) Limitations of cyber marketing

(c) Types of positioning strategies

(d) Role of packaging in marketing

(e) Concept of customer value
You have been appointed as a marketing manager for a company making soaps and detergents for the last 5 years.

(a) What type of packaging you will recommend for such products if they are to be marketed in rural markets?

(b) What will be the promotion mix for such a product to be marketed in rural markets?

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