Ms-6 june 2010
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comMS-6 june, 2010
MS-6 : Marketing for managers
1. a) With the help of suitable examples explain the implications of characteristics of services and how the marketing strategy can be focused to overcome these constraints ?
(b) What do you understand by the term 'Market Segmentation' ? How would you segment the market for toothpastes ?
2.(a) Using the steps in the marketing research process ? Describe how you would go about investigating the feasibility of a photocopying shop adjacent to a university campus ?
(b) How can product packaging be used in implementing sales promotion campaigns ? Explain giving suitable examples.
3. (a) Taking the example of any industrial product, explain the steps in the selling process.
(b) How is cyber marketing different from conventional marketing ? Explain with the help of examples.
4. Write short notes an any three of the following :
a) Product life cycle and Marketing Mix.
b) Family life cycle and its impact on buying behaviour.
c) Stages in New Product Development process.
d) Functions performed by wholesalers and Retailers.
(e) Motivating the sales personnel.
5. Study the case given below and answer the questions given at the end :
FINE FURNISHINGS LIMITED
Fine Furnishings Limited is a small chain of distributors of good-quality office furniture, carpets, safes and filing cabinets. The company keeps in touch with advances made in the office furniture field worldwide and introduces those products which are in keeping with the needs of the market in terms of design, workmanship, value for money and technical specifications.
It is contended that furniture purchased is a capital investment, and a wise decision can help the buyer save on future expenses, because cheaper alternatives have to be replaced more frequently.
Fine Furnishings trades only in good-quality furniture which is sturdily constructed. Differences between its products and cheaper , lower quality ones are well known to those who have several years of experience in the business.
An important feature, the company feels is the availability of a complete list of components of the furniture system. This enables customers to add bits and pieces of matching design and colour in the future. Such components are available for sale separately. Systems are maintained in stock by the company for a number of years, and spare parts for chairs and other furniture are always available.
The company has experienced a downturn in trade over the past two years. In addition, it had to trim its profit margins. Last year, it barely broke even and this year it is heading for a small loss for the first time in the company's twenty years history.
Questions :
a) Advise the company in relation to its product mix. How will your recommendation affect the company's image ?
b) Advise the company in relation to its stock holding policy. How will your recommendations affect customer service ?
(c) Suggest ways in which promotional activity might help the company out of the difficulties it now faces.
Ms-6 june 2011
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comMS-6 june, 2011
MS-6 : Marketing for managers
1. (a) Explain the concept of Marketing and discuss its importance in modern organisations in accomplishing their objectives.
(b) In spite of secondary data being available in abundance, what makes a manager rely on the collection of primary data for marketing decisions ? Elaborate with suitable examples.
2. (a) Middleman and their functions form an essential aspect of Marketing Channels. Discuss with suitable examples.
(b) What are the various steps in the consumer decision making process in the following situations ?
(i) Bottled mineral water.
(ii) Purchase of Lap Top.
3. (a) Discuss the concept of positioning. Flow does it benefit marketers in a competitive scenario ? Suggest alternatives positioning bases for the manufacturer of wrist watches.
b) Discuss the factors that are major determinants of promotion mix of an organisation.
4. Write short notes on any three of the following :
(a) Considerations involved in designing the marketing organisation.
(b) Pricing methods (any two)
(c) Types of selling Jobs.
(d) Cyber marketing Vs. Conventional marketing.
(e) Preparation of sales forecasts.
5. Study the case given below and answer the questions given at the end.
Jeans have a wide appeal and acceptance in the country for their functional and symbolic value. Initially, Jeans as a symbol of westernisation "Caught" on the urban markets with a good number of foreign brands enjoying a strong brand equity in the market. Over the last two decades the appeal of jeans has spread to rural and semi urban markets and consumers in these markets are highly driven by the "aspirational" appeal of jeans.
Apache, a brand of jeans has grown significantly in the last few years. The interesting aspect of this brand is that it is made of fine 2 ply twill, microbuffeted and enzyme washed for softness and is not made of denim. The brand is available in few colours (other than the conventional denim blue) and in few cities.
Questions
(a) What kind of psychological factors can be used by the brand to influence consumer
behaviour in the jeans market ?
Ms-6 Dec 2007
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comMS-6 Dec, 2007
MS-6 : Marketing for managers
1. What is consumer behaviour ? Explain briefly the various factors influencing consumer behaviour taking example of any consumer durable of your choice.
2. (a) Distinguish between Market Segmentation and Product Differentiation.
b) Describe the bases that you will 'use in segmenting the market for the following products :
(il Hair dryer
(ii) Low calorie sweetene
3. What are the objectives of Sales Promotion ? As a Sales Manager, you have been assigned the task of planning the Sales Promotion program of a ready-to-cook meal. Discuss the steps that you would follow for effective planning and management of the said program.
4. Write short notes on any three of the following :
(a) Marketing Research as a tool for decision making
(b) Functional Organisation
(c) Functions of Packaging
(d) Stages in new product development
(e) Product Life Cycle
