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Ms-6 Question bank

Ms-6 Question bank (11)

Ms-6 Question bank


June, 2013



 1. What is Marketing Mix? Explain the various Marketing Mix elements taking the example of small sized passenger car.

 2. (a) What is consumer behavior ? Elaborate the different types of purchase behaviour in the purchase of a product, giving suitable examples.

(b) Explain the marketing criteria to be used for selection of a brand name. Based on these criteria suggest a suitable brand name for the following Products and Services (any two) :

(i) fruit juice

(ii) Indian fast food chain

(iii) footwear


3. What are the major objectives of pricing ? How do the different stages of PLC affect the pricing decision ? Explain giving suitable example.

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

(a) Implications of social marketing

(b) Perceptual mapping techniques

(c) Matrix organisation

(d) Primary data Vs Secondary data

(e) Characteristics of organisational consumer




5. Read the case given below and answer the questions given at the end of the case.

 India is among the hottest growth markets for AC makers, just like other consumer goods companies. Daikin entered India in 2000 an as 80:20 JV with Siddharth Shriram group company Siel. In 2004, it bought out Siels's 20% stake to make the Indian firm a wholly owned subsidiary. All these years, Daikin's sold bulk of its ACs to offices and factories and served only the upper middle class homes. Since entry-level products are driving volumes across categories, the company could not afford to stay away from that segment for long. Daikin launched 14 models for homes last year and the starting model was only 10-15% costlier than similar models offered by the competition. Earlier the price gap used to be 50%. Changing lifestyle, increasing disposable income, falling prices and wider availability have all contributed to the rise in air-conditioners sales. Demand is also rising in smaller cities and towns as well as more households join the buoying middle class segment. With introduction of cheaper products, enhanced distribution network and aggressive promotional activities in the last one year, the company claims to have already increased its market share marginally which is encouraging and it wants to become one of the top three room air-conditioners marketers. The company plans to introduce more mass products, which account for more than 80% of the country's room AC market.

 Questions : Develop suitable promotional strategies for the company for the following segments :

(a) Home segment

(b) Offices and factories segment

Thursday, 08 November 2012 16:43

Ms-6 june 2007

Written by

MS-6   june, 2007

MS-6 : Marketing for managers

1.   Explain the various segmentation bases used by rnarketers, with suitable illustrations. Suggest suitable segmentation basis for the following, giving reasons :

(i) Light Commercial Vehicles (LCV)

(ii) Contact lenses

2. (a) How does the Product Life Cycle (PLC) influence the marketing mix decisions ? Explain with suitable examples.

(b) Packaging has a direct bearing on the consumer buying behaviour. ExPlain.

3. (a) Distinguish Primary data from Secondary data' Enumerate and discuss briefly the major sources of secondary data available for the marketers. What are the limitations of using secondary data ?

(b) Why and when do firms go in for related and unrelated diversification decisions ? Explain with examples.

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

(a) Matrix organisation

(b) Product augmentation

(c) Cyber marketing

(d) Steps in selling process

(e) Determinants of Price


5. Read carefully the following two case situations and answer

the questions rnentioned at the end of each case.

(a) Nestle has launched brands quality street , lion and after eight (chocolates) imported from Europe. Qualtty Street is an assortment of chocolates priced at Rs. L7 5 for 218 gm. After Eight is a popular adult chocolate priced at Rs. 125 for 2,00 gm and Lion is a caramel wafer bar priced 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 tastes and 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 upmarket stores which sell brands bears the label "lmported by Nestle India Ltd." indicating that they may be better than smuggled ones (which may be stale).


Suggest suitable media /media vehicles for promoting these brands. Give reasons in support of your answer.

(b) The herbal shampoo market is valued at around Rs. 100 crores. Nyle, Ayur, Dabur and Biotique are some of the established brands in the market. Helene Curtis (JK Group) has introduced a premium herbal shampoo (with variants Shikakai, henna and amla and brahmi and jasur) priced between Rs. 80 and Rs. 90 (500 ml) for different types of hair. The proposition is the benefits offered by lhe variant based on the combination of herbs.

the benefits offered by the variants range from extra protection and nourishment to colour, body and bounce. The shampoos have been launched

under the brand name Premium Herbal Shampoos and they target urban housewives with a monthly household income of Rs.25,000. The brand is distributed through 70,000 retail outlets and 120 Raymond shops. The company has planned only point of purchase (POP) posters initially and may consider the electronic media later. The shampoo has an annual advertising expenditure of Rs. 10 crores.


Comment on the marketing mix of JK's Premium Herbal Shampoos and give suggestions for making it more effective.

Thursday, 08 November 2012 16:41

Ms-6 june 2008

Written by

MS-6   june, 2008

MS-6 : Marketing for managers

1. (a) Distinguish Product Marketing and Services Marketing, giving suitable examples

(b) A company desires to enter the packaged fruit juice market. Discuss the Market Research process to be followed to study the consumer attitude towards the packaged fruit juices.

2. (a) Discuss the stages in New Product Development process, giving suitable examples.

(b) Distinguish cyber marketing from conventional marketing. What are the limitations of Cyber marketing ?

3.(a) What is Sales Promotion ? Discuss the methods of Consumer Sales Promotion, with suitable examples.

(b) Discuss the importance of Branding for marketers. Taking potato chips as a product, suggest a suitable brand name for the same. Give reasons for your choice.

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

(a) Importance of channels of distribution

(b) Advantages and disadvantages of direct marketing over advertising

c)   Product Life Cycle concept

d) Importance of marketing in a developing economy

e) Family Life Cycle concept


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