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

MANAGEMENT PROGRAMME
Term-End Examination

December, 2005

MS6 (S) : MARKETING FOR MANAGERS

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

SECTION A

1. (a) Marketing success largely depends on the effective STP strategies adopted by the firm. Discuss the above statement with two examples of your choice.

(b) What would be suitable segmentation basis for the following and why ?
(i) Premium brand of after shave lotion
(ii) Rs. 1 lac small car proposed by a leading lndian car manufacturer.

2. (a) What is Marketing Research? Discuss its scope and major advantages that firms derive by undertaking this activity.

(b) What are the criteria marketers must evaluate before selecting a brand name?

3. (a) Salesmanships in-built with every attractive packing. Do you agree with the above statement ? Discuss with the help of suitable examples.

(b) Briefly discuss the factors that marketers should consider while determining the promotion mix for their offerings, giving suitable examples.

4. Write notes on any three of the following :
(i) Howard-Sheth Model
(ii) Characteristics of organisational consumers
(iii) Routinised response behaviour
(iv) Functions of Retailers
(v) Advantages of cyber marketing

SECTION B

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

Mr. Harish Jain, CEO of Energetic Enterprises, has established the firm for the manufacture and marketing of an innovative product. The firm earned a reputation of its product within two years of its inception and enjoyed monopoly position in the market for its product. Now it has a turnover of about Rs. 80 crores.

Three years back, some firms entered the market and offered cheap substitutes which were of better quality. This year, Mr. Harish Jain is worried because about 40% of the marketshare has already been taken away by the new firms and he is not able to check this trend.

Mr. Jain has been looking after both production and marketing functions though finance is being looked after by a finance manager having a professional degree in chartered accountancy Mr. Jain has recently lowered the price of his product to fight competition, but even this has not helped. He has now approached you for advice to stabilise his sales volume.

Questions :

(a) What is the orientation of Mr. Jain in selling his product ?

(b) What environmental factors have caused a worry to Mr. Jain ?

(c) As a consultant, what strategies will you suggest to check further tall in marketshare?