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

MANAGEMENT PROGRAMME
Term-End Examination

MS6(S) MARKETING FOR MANAGERS

December 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) Discuss the meaning, scope and role of marketing function in the exchange process. illustrate with suitable examples.

(b) Distinguish Marketing mix vs. Marketing strategy.

2. (a) When is Personal Selling more appropriate than other methods of Sales Promotion? Explain with examples.

(b) What are the major considerations involved in designing the marketing organisation for a global furniture manufacturer foraying into Indian market?

3. (a) Briefly explain the concept of positioning. Suggest positioning strategy for the following

(i) A new domestic airline

(ii) flat Screen TV

(b) How does marketing research aid marketing managers?

4. Write short notes on any three of the following

(a) Cybermarketing

(b) Relationshjp of a segment to a market

(d) Concept of PLC

(e) Marginal cost PriCing

SECTION B

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

For many years McDonald’s enjoyed worldwide success built on a few well-known, highly standard conditions. The company with the golden arches served a simple menu — hamburgers, French fries, and milk-shakes or soft drinks. The food was priced low, its quality was consistent, and it was served speedily from establishments that all looked alike and were extremely clean.

In recent years, however, McDonalds has seen its growth rate slow down and its dominant market position slip. Why? The changes that have been occurring in the companys external environment.

Lets start with the population scene. For many years McDonald’s main customer group was young couples with several kids. Today, people are marrying at a much later age and families have fewer children. So McDonald’s traditional customer base i eroding. Then there are the cultural changes. Also consumers have become more health conscious. Lets face It — burgers, fries and shakes (the foundation of McDonald’s success) are not exactly at the top of the dietitian’s menu recommendations today.

Consumers want convenience. In the past, they hopped in the car and drove to McDonald’s. Today they can pop something into the microwave oven or phone Domino’s to have a pizza delivered. Another challenge came as consumers became more concerned about their physiCal environment. McDonald’s polystyrene hamburger packaging was attacked by people who demand the use of recycled and/or biodegradable products. Paralleling all these challenges were the growing number and effectiveness of competitors.

Questions :

(a) List out and discuss the major environmental changes being faced by McDonald’s.

(b) What should be the course of action to regain its dominant market position and to tackle competition?

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