Test Papers / Previous Question Papers of IGNOU MS6 Marketing for Managers December 2005

MANAGEMENT PROGRAMME
Term-End Examination

MS6 MARKETING FOR MANAGERS

December 2005

Time: 3 hours
Maximum Marks: 100
(Weightage 70%)

Note : (i) Attempt any three questions from Section A.
(ii) Section B is compulsory.
(iii) All questions carry equal marks.

SECTION A

1. (a) Briefly explain the various pricing methods available for Indian marketers, with suitable illustrations.

(b) Discuss the variables that affect the distribution decision for the following :
(i) Fast food joint restaurant
(ii) Personal Computers

2. Why and how do psychological factors influence consumer buying behaviour ? As a potential buyer of a latest brand of DVD, briefly explain the social and cultural factors that affect your buying decision.

3. (a) Discuss the major objectives of Sales Promotion. As a marketer of a leading consumer durable company, when do your consider it an appropriate time to organise such promotions and why ?

(b) Personal Selling and Advertising are the two major vehicles of communication for marketing industrial products. Discuss with a suitable example of your choice.

4. Write notes on any three of the following :
(a) PLC as a tool for market development
(b) Matrix organisation
(c) Bases for Segmentation
(d) Approaches to Sales forecasting
(e) Limitatlons of Cyber marketing

SECTION B

5. Study the case given below and answer the questions given at the end.
BPL has launched the digital camera VPC-G200EX at Rs. 39,000. lt does not require conventional films as it can store images in its memory. A niche segment of PC users, journalists, multimedia agencies, architects, doctors and professionals are the primary segments for the product. The benefits of the product include viewing pictures on a built-in LCD screen, and the voice memo (6 seconds) that could be added to every picture. Web page designers could have pictures on the Internet through their personal computers. These images could also be retouched or modified using appropriate software.Photo albums can be created on floppies. The product may compete with scanners which could scan conventional photographs into a computer. BPL has positioned the product as 'future of photography'. The product is available in 25 showrooms of BPL- Phillips, a competing brand, has also launched digital cameras.

Questions :

(a) Who, in your view, would be the most appropriate target consumers for the product and why ?
(b) Outline suitable promotion and positioning strategies for the product.

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