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MANAGEMENT PROGRAMPIE

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Examination

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MS-6 : MARKETINGFOR MANAGERS

Time : 3 hours Maximum Marks: 700 (Weightage 700/o) Note 3 (i) (ii) (iii) Attempt any three questionsfrom Section A: Section B is compulsory. All questions carry equal ma,rks.

SECTION A l Explain the varioussegmentation basesused by rnarketers, with suitable illustrations. Suggest suitable segmentation basisfor the following, giving reasons: (i) (ii) Light CommercialVehicles(LCV) Contact lenses

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2.

(a)

How does the Product Life Cycle (PLC) influencethe marketing mix decisions ? Explain with suitable examples. Packaging has a direct bearing on the consumer buying behaviour.ExPlain. Distinguish Primary data from Secondary data' Enumerate and discussbriefly the major sources of secondarydata availablefor the marketers.What are the limitations of using secondarydata ? Why and when do firms go in {or related and unrelated diversification decisions ? Explain with examples.

(b)

3.

(a)

(b)

4.

Write short notes on any three of the following : (a) (b) (c) (d) (e) Matrixorganisation Productaugmentation Cybermarketing Steps in selling process Determinantsof Price

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MS-6

SECTION B 5. Read carefullythe following two casesituationsand answer the questionsrnentionedat the end of each case.

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imported from Europe. Qualtty Street is an assortment of chocolates priced at Rs. L75 for 218 gm. After Eight is a popular adult chocolate priced at Rs. L25 for 2,Q0gm and Lion is a caramel wafer bar pnced at Rs. 20 for a 45 gm bar. (Kit Kat is priced at Rs. 6 for a 17 gm bar and has a chocolaty taste while Lion has a crunchy taste). The brands have different tastesand will appeal to different target segments (though the target segment is one which may have already been exposed to these brands during visits abroad). These brands have been introduced in metros in...