MS-6 June 2013 Marketing for Managers

1. (a) What do you understand by the term market planning and its role in marketing
of good and services?

(b) Discuss the various elements of marketing mix both in case of product and
services and their complementary role in effectively marketing the firms offerings.

2. (a) What is STP strategy? The success of product/service largely depends on the effectiveness of proper segmentation by the marketer. Justify by taking two examples of your choice.

(b) What is Marketing Research (MR)? Discuss its role and Importance in the marketing decision in a competitive environment. Comment on the application of MR and their benefits.

3. (a) Why it is essential for a marketer to have a sound knowledge of Consumer Behavior in the Promotion/ Marketing of a firms product. Discuss

(b) What do you understand by the terms branding and packaging of products? How does these enhance the consumer acceptance and adoption. Illustrate with suitable example.

4. (a) What make pricing of product an important product decision? Justify its significance in the light of the growth and profitability of the business.

(b) Marketing is conducted outside the four walls of the company. Discuss the importance of distribution function in the light of the above statement in the following
(i) Dairy Product (ii) Banking Services (iii) Essential commodity.

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