Test Papers / Previous Question Papers of IGNOU MS6 Marketing for Managers December 2007

MANAGEMENT PROGRAMME
Term-End Examination

MS6(S) MARKETING FOR MANAGERS

December 2007

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. WnV and how do people, physical evidence and process play a crucial role in the marketing of services? Give relevant examples.

2. (a) "Salesmanship is inbuilt in packaging of a product." Discuss.

(b) Explain the promotional strategy that you would use during the Growth and Maturity stages of the following products :

(i) Men's shoes (footwear)

(ii) Laptops

3. (a) What are the major considerations involved in designing the marketing organisation? Discuss by taking any example of your choice.

(b) How does marketing research aid marketing managers?

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

(a) Concept of optimum marketing mix

(b) Data collection methods

(d) Regulatory role of the government in marketing

(e) Limitations of cyber marketing

SECTION B

5. Read carefully the following case and answer the questions given at the end.

Watches is a category which has stiff competition in the present duy context. Titan, the market leader, has offerings for various market segments. Pricing and positioning strategies play an important role in appealing to the respective target segment. Titan has Insignia, Classique and Sonata as some of its brands. It also has Fastrack priced between Rs. 900 and Rs. 1,500. One of the problems facing a watch marketer is the problem of cannibalisation across price points. Timex introduced Basics (Rs. 450) at the lowest end. Timex's Vista, Aquara and Lextra contribute to almost three fourths of Timex's saies (These brands start from Rs. 500 onwards). It is very likely that sub-brands of the brand may cannibalise each other. Titan's Sonata and Classique ranges have similar designs. The Sonata range extends from Rs. 400 to over Rs. 1,200.

Question :

Develop a segmentation and positioning plan for Sonata covering the following aspects :

(a) Market Segmentation

(b) Positioning

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