Test Papers / Previous Question Papers of IGNOU MS6 Marketing for Managers December 2006

MANAGEMENT PROGRAMME
Term-End Examination

December, 2006

MS6 : MARKETING FOR MANAGERS

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

SECTION A

1. (a) Explain the term Market Segmentation. Why should marketers consider segmentation as an important marketing decision ? Discuss with the help of suitable examples.

(b) Discuss the segmentation variables you will consider to segment the market for a 150 cc premium motorcycle.

2. (a) Briefty explain the various steps in the consumer decision making process. Do all consumer decisions involve these steps ? Justify your answer.

(b) What type of packaging would you recommend in the fohowing cases and why?
(i) Sea food for exports
(ii) Premkim ink pen

3. (a) Discuss the major obectives of sales promotion. Explain the sales promotion methods directed at consumers which can be used by a herbal hair dye manufacturer.

(b) Discuss the distinct stages in product life cycle. giving suitable examples.

4. Write short notes on any three of the following:

(a) Pricing as a tool for Market cultivation
(b) Purpose of Marketing Research
(c) Product differentiation vs. Product diversification
(d) Perception
(e) Cybermarketing

SECTION B

5. Study the case given below and answer the cpiesiions given at the end.

Office Needs, is a small chain of distributors of good-quahty office furniture, carpets, safes and filing canets. Within each category, the company offers a wide variety of products with a great many variations of each product being offered. For instance, the company currenily offers around 42 different designs of chairs and 23 varieiies of office desks, The company keeps In touch with advances made in the office furniture field woddwide and Introduces those products which are in keeping with the needs of the market in terms of design. workmanship, value for money and technical specifications.

Office Needs trades only in quality furniture which is sturdily constructed. Differences between its products and cheaper, lower quality ones are well known to those who have several years of experience in the business.

An Important feature, the company feels, is the availability of a complete list of components of the furniture system. This enables the customer to add bits and pieces of matching designs and colour in the future. Such components are available for sale separately, Systems are maintained in stock by the company for a number of years, and spare parts for chairs and other furniture are always available.

The trade is currently witnessing a downtrend due to recession and players from local ursorganised sector. Office Needs has also experienced the same over the last two years. In addition, it had to trim the profit margins. Last year, it barely broke even and this year it is heading for a small loss for the first time in the company’s ten year history.

Questions:

(a) Explain the term Product item, Product line and Product mix in the context of the above situation.
(b) Advise the company in relation to Its Product muc decisions and its effects on the company’s image
(c) What strategy would you recommend to counter competition from the unorganbed sector?