No.

of Printed Pages : 3 MS-06(S)

MANAGEMENT PROGRAMME
Term-End Examination
0 0 2G9 December, 2017

MS-06(S) : MARKETING FOR MANAGERS

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) What is a Product ? Discuss the various

types of consumer products, giving suitable
examples.

(b) How does a firm set up a Marketing Plan ?

Discuss with a suitable example.

2. Explain the concept of Product Life Cycle. Why is

it essential for marketers to closely monitor and
control the elements of marketing mix during the
various phases of its life cycle ? Explain with an
FMCG product of your choice.

MS-06(S) 1 P.T.O.
3. (a) What is Psychographic Segmentation ?
What are the product categories where you
think it would be suitable ? Illustrate with
an example.

(b) Explain related and unrelated diversification

strategies. What are the reasons which make
firms undertake related diversification ?
Discuss.

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

(a) Physical Evidence

(b) Principles of Designing an Organisation

(c) Social Class

(d) Pricing of Industrial Goods

(e) Opinion Leaders

MS-06(S) 2
 SECTION B

5. (a) What steps do you go through when you

decide to buy a product or service ? How do
these steps vary in the following situations ?

(i) Health drink for the family

(ii) Seeking services of a Dentist

(b) A high-tech firm has just developed a new

technology to correct bad vision without
surgery or contact lenses. The firm needs to
estimate the demand for such a service.

Would you use Primary or Secondary data or

a combination of the two for demand
estimation ? Discuss.

MS-06(S) 3 500
No. of Printed Pages : 3 MS-06
MANAGEMENT PROGRAMME (MP)
Term-End Examination
June, 2020
MS-06 : MARKETING FOR MANAGERS

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) Define Marketing. With the help of an

example, explain the concept of marketing

(b) What is Segmenting of Markets ? What

bases can be used to segment markets for
(i) Toothpaste, (ii) Garments ?

P. T. O.
 [2] MS-06

2. (a) Explain the unique characteristics of

services that distinguish them from

physical goods.

(b) What do you understand by the term

`Marketing Research' ? Discuss the scope of

marketing research.

3. (a) What is Promotion Mix ? Discuss its

elements with examples.

(b) You have to set prices for a new product.

What pricing strategies can be used in this

case ?

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

(a) Types of distribution strategy

(b) Limitations of cyber marketing

(c) Types of positioning strategies

(d) Role of packaging in marketing

(e) Concept of customer value

 (3 ]

Section—B

5. You have been appointed as a marketing

manager for a company making soaps and
detergents for the last 5 years.

(a) What type of packaging you will

recommend for such products if they are to
be marketed in rural markets ?

(b) What will be the promotion mix for such a

product to be marketed in rural markets ?

MS-06 5370
No. of Printed Pages : 4 MS-06

MANAGEMENT PROGRAMME (MP)

Term-End Examination
December, 2020
MS-06 : MARKETING FOR MANAGERS

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) What is Marketing ? Explain the term

market offering giving a recent example of a

market offering that has satisfied your need

or wants.

Lot-II P. T. O.
 [2] MS-06

(b) Discuss the psychological factors

influencing consumer buying behaviour.

Explain their importance to marketers.

2. (a) Explain the concept of product mix by

giving suitable examples. How and when

does product diversification help the firm

as a tool for market development ?

(b) Discuss the various elements of promotion

mix that are available to the marketers.

Comment on the merits and limitations of

each of these elements.

3. (a) What is Sales Forecasting ? Explain any

two methods of sales forecasting.

(b) What is Marketing Research ? With a

suitable example, explain how marketing

research helps a manager in the decision-

making process.

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

(a) Reasons for growth of the service sector

 [3] MS-06

(b) Market Segmentation vs. Product

Differentiation

(c) Types of purchase decisions

(d) Functions of packaging

(e) Objectives of pricing policy

Section—B

5. Lifeline is a fast growing kitchen appliances

premium brand. It offers a wide range of

appliances and is now poised to tap and offer its

product offerings as corporate gifting especially

for the festive seasons and also for other

occasions and celebrations with a base line

which says :

“Smart Gifts for Smart Kitchens” clearly

conveying its purpose.

Looking at the huge potential, the company

now wishes to capture this market as a long-

term strategy to contribute substantially to the

 [4] MS-06

overall business. As a manager exclusively

handling this segment propose the following :

Questions :

(a) Suggest marketing mix elements

emphasizing on pricing, promotion and

distribution aspects.

(b) The packaging decisions that you would

consider and why ?

MS–06 4,270
No. of Printed Pages : 3 MS-006

MANAGEMENT PROGRAMME

Term-End Examination

June, 2021

MS-006 : MARKETING FOR MANAGERS

Time : 3 hours Maximum Marks : 100

(Weightage 70%)

Note : Answer any three questions from Section A.

Section B is compulsory. All questions carry equal
marks.

SECTION A

1. (a) What are the main characteristics that

distinguish services from physical
products ? Explain the unique marketing
challenges posed by these characteristics,
giving suitable examples.

(b) What is a New Product ? Describe the

various steps involved in the new product
development process.

MS-006 1 P.T.O.
2. (a) Explain the concept of Product Life Cycle
(PLC). Discuss how marketing strategies
change during the different stages of PLC.

(b) What are the objectives of pricing ? Explain

the various types of new product pricing
strategies that are available to the
marketer.

3. (a) What is a Brand ? How does branding help

consumers and marketers ? Suggest a
suitable brand name for a new premium
bath soap to be introduced. Justify your
answer.

(b) Why does Sales Management function

assume significance in an enterprise ?
Discuss the role and responsibilities of a
sales manager in accomplishing the firm’s
objectives.

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

(a) Relevance of Social Marketing

(b) Model of Consumer Behaviour

(c) Elements of Promotion Mix

(d) Limitations of Cyber Marketing

(e) Bases for Segmentation

MS-006 2
 SECTION B

5. In view of the huge opportunity that exists for

fabric in Over-the-Counter (OTC); Readymade
Garments (RMG) and having export potential, a
leading Indian corporate with diversified
businesses has now forayed into the textile
segment offering premium fabric to the market
by the name ‘‘Brado’’, the new brand in an
overcrowded textile market.

Questions :

(a) How would marketing research help in

seeking consumer insights for the said
brand ? Discuss.

(b) Suggest suitable marketing organization

structure for the said firm.

(c) What marketing communication mix would

you suggest and why ?

MS-006 3 P.T.O.
 [2] MS-6

(b) Using the product (goods)—service

No. of Printed Pages : 4 MS-6
continuum, explain how a service is
MANAGEMENT PROGRAMME (MP)
different from a product. What are its

Term-End Examination marketing implications ?

December, 2021
2. (a) With the help of suitable examples, explain
MS-6 : MARKETING FOR MANAGERS
the various types of purchase decision
Time : 3 Hours Maximum Marks : 100 behaviour.

Weightage : 70%
(b) “People do not buy a product. They buy
Note : (i) Answer any three questions from
benefits.” Do you agree with the
Section A.
statement ? Discuss giving suitable
(ii) Section B is compulsory.

(iii) All questions carry equal marks. examples.

Section—A
3. (a) Do you consider packaging to be of

1. (a) What is the difference between Market identical importance in marketing of

Segmentation and Product Differentiation ? consumer and industrial products ?

Explain with the help of examples. Discuss with the help of examples.

P. T. O.
 [3] MS-6 [4] MS-6

(b) What do you understand by the term ‘Sales (b) Briefly explain the advantages and

Promotion’ ? Suggest suitable sales disadvantages of branding. Suggest a

promotion methods to a marketer of FMCG suitable brand name for a new herbal

products who wants to encourage product toothpaste to be launched in India. Justify

trials of the newly launched biscuits. your choice.

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

(a) Marketing Research Procedure

(b) Determinants of the Promotion Mix

(c) Marginal Cost Pricing

(d) Training of Sales Personnel

(e) Limitations of Cyber Marketing

Section—B

5. (a) Discuss the life cycle of a product in terms

of its probable impact on a manufacturer’s

marketing mix. Illustrate taking the

example of any product of your choice. MS–6

P. T. O.
No. of Printed Pages : 3 MS-006

MANAGEMENT PROGRAMME

Term-End Examination

June, 2022

MS-006 : MARKETING FOR MANAGERS

Time : 3 hours Maximum Marks : 100

(Weightage 70%)

Note : Answer any three questions from Section A.

Section B is compulsory. All questions carry equal
marks.

SECTION A

1. (a) Identify the unique characteristics that

make services so different from products.

What are their marketing implications ?
How will you overcome challenges as a

result of these implications ?

(b) Explain the term market segmentation.

Describe any three ways in which markets
can be segmented.

MS-006 1 P.T.O.
2. (a) With the help of suitable examples, explain
the terms ‘Product Line’ and ‘Product Mix’.

(b) Identify the various stages in the buyer

decision process. Give examples of three
different products that you think would
require a great deal of pre-purchase search
by a consumer. What possible sources may
the consumers use for the pre-purchase
information search ?

3. (a) What is Cyber Marketing ? Discuss its

limitations.

(b) Explain the term ‘Sales Promotion’. What

are the various objectives of Sales
Promotion ?

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

(a) Family Life Cycle

(b) Promotion Mix

(c) Physical Distribution Tasks

(d) Methods of Sales Forecasting

(e) Perceptual Mapping

MS-006 2
 SECTION B

5. (a) Briefly explain the concept of Product Life

Cycle (PLC). Cite two examples of products
that you feel are currently in each of the
PLC stages. Consider services as well as
physical goods.

(b) Taking the example of cooking oil, explain

how packaging can be used in
implementing sales promotion campaigns.

MS-006 3 P.T.O.