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    Nayan Chaudhari
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    This document is an exam for a marketing management program that contains 5 questions. It begins by stating there are 2 printed pages and it is worth a maximum of 100 marks with a 70% weightage. Students must attempt 3 questions from Section A and Section B is compulsory. Section A contains 4 multiple part marketing questions. Section B is a case study about an Indian milk company that wants to reposition itself and appeal more to youth by changing its branding and packaging. Students are asked to comment on the company's repositioning decision and suggest a marketing strategy to appeal to youth.

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    MS-6(1)

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    This document is an exam for a marketing management program that contains 5 questions. It begins by stating there are 2 printed pages and it is worth a maximum of 100 marks with a 70% weightage. Students must attempt 3 questions from Section A and Section B is compulsory. Section A contains 4 multiple part marketing questions. Section B is a case study about an Indian milk company that wants to reposition itself and appeal more to youth by changing its branding and packaging. Students are asked to comment on the company's repositioning decision and suggest a marketing strategy to appeal to youth.

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    11 views2 pages

    MS 6

    Uploaded by

    Nayan Chaudhari
    This document is an exam for a marketing management program that contains 5 questions. It begins by stating there are 2 printed pages and it is worth a maximum of 100 marks with a 70% weightage. Students must attempt 3 questions from Section A and Section B is compulsory. Section A contains 4 multiple part marketing questions. Section B is a case study about an Indian milk company that wants to reposition itself and appeal more to youth by changing its branding and packaging. Students are asked to comment on the company's repositioning decision and suggest a marketing strategy to appeal to youth.

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    © All Rights Reserved
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    of 2

    No.

    of Printed Pages : 2

    MS-6

    MANAGEMENT PROGRAMME
    op

    Term-End Examination
    June, 2014

    MS-6 : MARKETING FOR MANAGERS


    Maximum Marks : 100
    (Weightage 70%)

    Time : 3 hours

    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 do you understand by the term


    'marketing' ? Discuss the relevance of 'social
    marketing' in a developing country like
    India.
    (b) What are the unique characteristics of
    services that make them so different from
    goods ? Explain giving suitable examples.
    Briefly explain the concept of Product Life
    Cycle (PLC). Discuss the options available
    to marketers in the decline stage of the PLC.
    Explain the various stages of buyer decision
    making process. Do all decisions involve all
    these stages ? Justify your answer.

    MS-6

    P.T.O.

    3.

    (a) What are the basic functions of packaging ?


    How can packaging be used to implement
    sales promotion campaign ? Explain.
    (b) What are the major determinants of
    pricing ? Explain giving suitable examples.

    4.

    Write short notes on any three of the following :


    (a) Functional marketing organisations
    (b) Stages in new product development
    (c) Marketing research procedure
    (d) The selling process
    (e) Methods of sales forecasting
    SECTION - B

    5.

    MS-6

    A leading Indian milk and milk products


    company wants to change itself from a traditional
    Indian brand to one which meets the changing
    consumer preferences. It intends to reposition itself
    to connect with the youth of the country.
    According to the company "the dull and
    conservative image associated with its products
    has to be rubbed off the minds of the youth. As a
    strategy, we have decided to communicate with
    the new generation more aggressively then ever
    before". The company also wants to go in for
    repackaging and rebranding several of its
    products in order to establish and maintain a
    connection with the target segment.
    (a) Comment upon the decision of the
    company to reposition itself in the Indian
    market.
    (b) Suggest a suitable marketing strategy to the
    company with regards to its effort to appeal
    to the youth segment.

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