Marketing for Managers July-Dec 18
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1. (a) What do you understand by the term marketing? Taking two examples of your choice highlight the importance of “Transaction” in the whole process of marketing.
(b) Critically evaluate the significance of marketing function in the Indian economy post economic reforms of 1990’s. Prepare an essay highlighting the level of economic and social development, (you may access secondary data from various sources).
2. (a) What are the constituents of marketing mix? Discuss each of them in strategy formulation. Pickup an example one each from an FMCG and consumer durable of your choice and explain their role in strategy formulation.
(b) Why and when marketers, evaluate, and monitor consumer behavior? Elaborate by taking a suitable example where consumer behavior has largely played a key role in the success of the product/brand.
3. (a) Discuss segmenting targeting and positioning strategies. What are the advantages that a firm accrue from effective segmentation? Discuss the bases of segmentation for the following products.
i) Food processors.
ii) Perfume for women.
(b) Distinguish a product from a service offering. What are the distinguish characteristics of services that make them different from product /goods. Illustrate with an example.
4. (a) Discuss the concept of Product Life Cycle(PLC). Develop suitable marketing strategies for the following products that may be used at the introduction and maturity stage of the PLC.
i) Audio Music System
ii) Packaged fruit juices.
(b) Discuss the major pricing methods that are available for the marketers to effectively price their product.
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