MANAGEMENT PROGRAMME

Term-End Examination

June, 2OO8

MS-6 : MARKETING FOR MANAGERS

Time : 3 hours                 Maximum Marks : 100 (Weight age 70%)

Note : (i) There are two Sections, A and B.

(ii) Attempt any three question from section A, each question carrying 20 marks.

(iii) Section B is compulsory and carries 40 marks

SECTION A

Q1. (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.

Q2. (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 ?

Q3. (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.

Q4. 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

SECTION B

Q5. Read the case given below and answer the questions given at the end.

The male fairness segment industry is pitched at around Rs. 250 crore and the industry is growing at a scorching 150 percent per year.

The industry evidently has woken up to the fact that the metro sexual an has a large appetite for beauty (the industry expression is "male grooming") products,

particularly driven by a desire to look as fair as the fairer SEX.

ABC company recently launched ‘GROOM PLUS’ the first men's fairness cream and claims that the market feedback is highly positive and encouraging. It is now planning an extension of "GROOM PLUS" to products Iike Bleaches, shaving creams, Lotions etc.

Hitherto men used fairness cream /breach that was available in parlour packs. Subsequent research showed that men prefer bleach of their own with its own

fragrance and specific skin type formulations, especially branded ones.

Questions :

(a) Suggest bases for segmentation of market for Groom Plus products.

(b) Discuss the importance of packaging in marketing of the above Product range.

(c) Suggest a suitable Promotion Mix for creating awareness of the above range of products.