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

MANAGEMENT PROGRAMME
Term-End Examination

MS6(S) 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

l. (a) Discuss the stages in the buyer decision process, giving suitable examples.

(b) How does buyer decision process vary for

(i) Fast moving consumer goods, and

(ii) Consumer durables ?

2. (a) Briefly describe the stages in new product development strategy.

(b) Identify some major sources of Secondary data used in Marketing Research. Comment upon the limitations of using secondary data in decision making.

3. (a) What is Marketing Communication ? Discuss its role in accomplishing the firm's marketing goals'

(b) Discuss the various physical distribution task that a company should consider for eflectively marketing its products.

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

(a) Research lnstrument

(b) Reasons for Diversification

(d) Media Scheduling

(e) Steps in selling process

SECTION B

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

Water purification (households) market in India is slowly becoming competitive with the introduction of Aquaguard in a big way. Zero-B is another brand which has been in the market for the last few years. It also offers portable models (tumblers). New brands are also entering the market. Aquapen, a pocket sized water purifier was launched in 1997 at a cost of Rs. 594. The product works on a 6V battery and has a LED indicator which flashes every fiive seconds to indicate the product is operational. The purification process lasts for about 50 seconds. A battery lasts for about 5000 glasses. The company planned to retail the product at around 50,000 outlets and had planned an advertising budget of Rs. 5 crores.

Taking into account, the other brands in this market, formulate a detailed marketing plan for Aquapen addressing the following issues :

Questions :

(a) Specify the target segment you would select for Aquapen.

(b) What will be its positioning ?

(d) Comment on the distribution strategy.

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