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

MANAGEMENT PROGRAMME
Term-End Examination

June, 2005

MS6 : MARKETING FOR MANAGERS

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

SECTION A

1. (a) Marketing social issues is more challenging than Product/service Marketing. Explain.

(b) Identify any socially relevant issue of your choice in the Indian context and discuss how would you go about marketing it.

2. (a) Discuss the four distinct stages in product life cycle.

(b) Identify at what stages of their respective PLCs are the following products in the indian market and accordingly suggest suitable strategies for these products :
(i) Mobile Phones
(ii) Portable two-in-one stereo systems

3. (a) What are the major objectives of product-line decisions ? List out the merits and demerits that accrue from these decisions. Explain by giving suitable examples.

(b) Explain the steps involved in the consumer decision making process. Do all consumer decisions involve these steps ? Illustrate.

4. Write notes on any three of the following :
(a) Benefits of Segmentation
(b) Functions of Packaging
(c) Sales Forecasting
(d) Role of Branding
(e) Direct Marketing

SECTION B

5. (a) Procter & Gamble and HLL are highly competitive companies in the shampoo market. Both the companies have brands for various segments, It may be worthwhile to mention that HLL has created and nurtured Sunsilk and Clinic brands for more than two decades in the lndian market. P & G's Pantene, HLL's Organics and Colgate Palmolive's Optima got into the market almost the same period of time. Pantene and Optima were priced around R s. 72 for 180 ml (some months after the launch) while Organics was priced at around Rs. 65.15 for 180 ml. The three brands were also available in sachets. They were positioned with ''haircare/nourishing" propositions.

Question :

Comment on the pricing approach of the three Brands mentioned above.
(b) ACC is a well-known brand in the category of cements. It has a large distribution network of around 7000 stockists and 120 C & F agents. In 1995, the company's market share declined to 15% from the earlier 30%. About three years back the brand opened its first company owned retail outlet called 'ACC Ki Duniya" (World of ACC). The outlet Reassures the customer about the genuine material. and encourages interaction. This type of outlet is also likely to enhance the company's image.

Question :

Comment on the pros and cons of an outlet of this kind. Would such outlets alone enhance sales ? Explain.