MS 6 IGNOU MBA Assignments Jan – June 2014

1. (a) Distinguish between the terms “Marketing and Selling” and discuss the various
activities carried out in the following situations.
i. Company selling Xerox machines
ii. Multi-specialty hospital services
iii. Space selling by Advertising Agency

(b) Why a sound knowledge of consumer behavior in essential for marketer? Discuss.

2. (a) Indentify the elements of Marketing Mix for Services. Explain each of these
elements by taking an example of any service offering of your choice.
(b) Discuss the significance of Marketing Organization in the light of the firms
Marketing objectives.

3. (a) “Marketing Research (MR) is the corner store for the success of a company”.
Discuss the above statement by picking an example of your choice where the role of
MR has contributed to the firm’s success.

(b) Elaborate the importance of the stages in the Buyer Decision Process and its impact
on the business.

4. (a) Why and when firms embark on New Product Development Initiatives? Discuss.
(b) What is STP Strategy? What are the benefit and their limitations?

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