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Management Prograiwme Term-End Examination December, 2oo8

Management Prograiwme Term-End Examination December, 2oo8

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Published by: sahil_p15 on Dec 13, 2009
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MANAGEMENTPROGRAIWMETerm-EndExaminationDecember,2OO8MS-6:MARKETINGFOR MANAGERS
Time3hoursMaximumMarks: 100(Weightage700/o)
Note:(i)(ii)(iii)
AttemptanySectionBisAIIquestions
threequestionsromSectionA.compulsory.carryequqlmarks.SECTIONA
1.(a)Discuss hereasonsorgrowthoftheservicesector,givingsuitableexamples.(b)Explaintheconceptof Product LiIe Cycle(PLC).Takingexampleof any consumerproduct,discuss howthemarketing mixstrategywouldvaryduringdifferentstages ofthePLC.MS-6P.T,O.
 
2.(a)
Whatarethe benefits of marketsegmentation?What segmentationaseswouldyouchoose orsegmenting he market for cosmetics?Discuss thebroadareas ofapplicationofmarketingresearch.3.(a)Taking theexample of a consumerdurablelikeT.V. or refrigerator, explain the stagesn thebuyerdecisionprocess.Wouldthestagesbethesameincase theproductinquestionis a softdrink ?(b)Explainthestepsinvolvedin the sellingprocess.4.Writeshortnotesonanythreeofthe following :(a)Pricing methods(b)Alternative channelsof distribution(c)Limitationsofcyber marketing(d)Factors influencingconsumerbehaviour(e)'ProductLine'and'ProductMix'(b)
 
SECTIONB
5.(a)AccordingtoManagementGuruPeter Drucker,"Therewill always,one can assume,be needforsome selling.Butthe aim of marketings tomake sellingsuperfluous.he aimofmarketingisto knowand understandhecustomerso wellthattheproductor service fits him and sellsitselfIdeally,marketing should result in acustomerwho isready to buy. All that shouldbeneeded thenis to make theproductorserviceavailable."Even if Druckeris right in claiming thattheaimof marketingis to makesellingsuperfluous,whatarethepractical problemsassociatedwith'knowingandunderstanding'thecustomersowellthat theproductorservicesellstself?(b)Whatarethe objectivesof salespromotion?Suggestsomesalespromotionschemes forincreasinghesalesofthe following :(i)BathSoap(ii)InstantCoIfeeM5.6
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