MS-6   Dec, 2008

MS-6 : Marketing for managers

1.(a) Discuss the reasons for growth of the service sector, giving suitable examples.

(b) Explain the concept of Product LiIe Cycle (PLC). Taking example of any consumer product, discuss how the marketing mix strategy would vary during different stages of the PLC.

2. (a) What are the benefits of market segmentation ? What segmentation bases would you choose for segmenting the market for cosmetics ?

     b)   Discuss the broad areas of application of marketing research.

3. (a) Taking the example of a consumer durable like T.V. or refrigerator, explain the stages in the buyer decision process. Would the stages be the same in case the product in question is a soft drink ?

     (b) Explain the steps involved in the selling process.

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

(a) Pricing methods

(b) Alternative channels of distribution

(c) Limitations of cyber marketing

(d) Factors influencing consumer behaviour

(e) 'Product Line' and 'Product Mix

5. (a) According to Management Guru Peter Drucker, "There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well

that the product or service fits him and sells itself . Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available."

Even if Drucker is right in claiming that the aim of marketing is to make selling

superfluous, what are the practical problems associated with 'knowing and understanding' the customer so well that the product or service sells itself ?

(b) What are the objectives of sales promotion ? Suggest some sales promotion schemes for increasing the sales of the following :

(i) Bath Soap

(ii) Instant Coffee