MS-06 Marketing For Managers June- 2001
Question Paper of MS-06 Marketing For Managers June- 2001
SECTION A
Q .1(a) What are the main characteristics that distinguish services from phys; products? How can tangibility be introduced into service products? Expli-with the help of examples.
(b) Imagine you are the manager of a ca: dealership selling a reputed brand, which is being established in a district headquarter with a population of approx. 4,00,000. What type of market research data and information would help you to compete more effectively?
Q.2 (a) What are the steps in the consumer decision making process? Do all consumer decisions involve these steps?
(b) Why is understanding the consumer post-purchase evaluation process important to marketers? How can marketers control cognitive dissonance?
Q.3(a)Why does the marketing mix change as the product moves through its life cycle? How would you expect the mix to change for an innovative home exercise kit as it moves through the product life cycle? (b) Are intermediaries and their functions necessary aspects of marketing channels? Give reasons to support your opinion.
Q.4 Distinguish between the following (attempt any three):
(a) Family brand and Individual brand
(b) Advertising and Publicity
© Full cost pricing and Marginal cost pricing
(d) Functional Organisation and Product Management Organisation
(e) Time-Series Analysis and Executive Judgement Method of Sales forecasting
SECTION B
Q.5 Study the case below and answer the questions given at the end.
Questions
(a) Explain the terms product-item, product-line and product mix in the context of the above situation.
(b) Advise the company in relation to its product mix. How will your recommendation affect the company’s image?