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

MANAGEMENT PROGRAMME
Term-End Examination

MS6 MARKETING FOR MANAGERS

June 2006

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) Explain the concept of Marketing Mix. Discuss the rationale for extended marketing mix for services.

(b) How do the 4 Ps vary across the product lile cycle? Discuss with the help of a suitable example.

2. To fight against dowry system, the Government of a state approaches you as a leading social marketing firm to alleviate and curb this menace. Prepare a complete social marketing proposal outlining the four Ps and how they will be applied to the programme.

3. (a) In what- way is the knowledge of the Indian consumer environment a prerequisite for marketers in the design and development of suitable marketing plans? Discuss.

(b) Discuss the role of packaging in market development, with suitable examples.

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

(a) Measuring Advertising Effectiveness

(b) Functional Organisation

(d) Functions of Wholesalers and Retailers

(e) Pitfalls of Cyber Marketing

SECTION B

5. Read the case given below and answer the questions given at the end.

CASE

Japanese manufacturers dominate the world motor cycle market. They have models in every part of the market and are continually bringing out new versions; indeed, some critics think that the rate of new model introduction has become counter productive, since the market will not be able to absorb them all.

Harley-Davidson, the American manufacturer, has survived and is successfully selling its nostalgically styled models at high prices in major western markets. The British industry, which once led the world, disappeared completely. All leading Indian motor cycles are being manufactured in joint ventures with Japanese companies. There are some manufacturers in Europe who tend to specialize e.g. in high powered sports models or small mopeds.

Questions:

(a) How would you go about segmenting the market for motor cycle?

(b) what segments would you recommend an Indian manufacturer to tackle in (i) India, (ii) Europe?

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