No.

of Printed Pages : 4 MMPC-006

MANAGEMENT PROGRAMME (MP)

Term-End Examination
June, 2023
MMPC-006 : MARKETING MANAGEMENT

Time : 3 Hours Maximum Marks : 100

(Weightage : 70%)

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

(ii) Attempt any three questions from

Section A. Each question carries
20 marks.

(iii) Section B is compulsory and carries

40 marks.

Section—A

1. (a) Explain the following terms with an

example :

(i) Needs

P. T. O.
 [2] MMPC-006

(ii) Concept of Segment

(iii) Integrated Marketing

(iv) Performance Marketing

(b) Why is it necessary for a firm to monitor

the micro and macro environmental factors

to keep pace with changing times ?

Substantiate.

2. (a) What constitutes a consumer product ?

Explain the bases of classifying consumer

products with suitable examples.

(b) Explain the concept of PLC. Propose the

steps that you would consider/recommend

to defer the decline stage of a brand during

its life cycle. Take any passenger car model

of your choice and explain.

3. (a) Discuss the role and functions of a retailer

in the distribution process. Highlight their

services rendered to the customers.

 [3] MMPC-006

(b) Explain the concept of services. Emphasize

the need for people, physical evidence and

place in the overall marketing effort for the

following service offerings :

(i) Diagnostic center

(ii) Restaurant
4. Write short notes on any three of the

following :

(a) Product Concept

(b) Benefit Segmentation

(c) Line Stretching

(d) Role of Intermediaries

(e) Sensory Marketing

Section—B

5. The Indian electric bike and scooter segment is

growing exponentially both from the new

generation startup firms as well as from the

leading two-wheeler manufacturing companies

in the country.

P. T. O.
 [4] MMPC-006

Taking a cue, from the huge demand for these

electric models in the current scenario LML,
which was one of the most popular two-wheeler
brand of yesteryears, with a strong brand
image and with equally strong brand recall is
now making a comeback in an electric
reincarnation.
The firm is gearing up to launch its first
product in the Indian market in the second half
of 2023. In addition, the firm is also looking at
the possibility of offering a hybrid bike, post the
electric launch.
Questions :

(i) Propose details for each of the elements of

marketing mix (4Ps) for the new bike.

(ii) Prepare an STP plan for the electric bike in

line with the competition.

(iii) Select a suitable brand name for the bike

and give reasons for your choice.

MMPC-006 11,390
No. of Printed Pages : 5 MMPC-006

MANAGEMENT PROGRAMME (MP)

Term-End Examination
December, 2022
MMPC-006 : MARKETING MANAGEMENT

Time : 3 Hours Maximum Marks : 100

(Weightage : 70%)

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

(ii) Attempt any three questions from

Section A. Each question carries
20 marks.

(iii) Section B is compulsory and carries

40 marks.

Section—A

1. (a) Define the following terms with an

example :

(i) Market

P. T. O.
 [2] MMPC-006

(ii) Marketing

(iii) Transactional Marketing

(iv) Relationship Marketing

(b) What is organizational buying behavior ?

Discuss the steps involved in

organizational buying process.

2. (a) Why is an understanding of product levels

important ? With suitable examples,

discuss the five product levels that you are

familiar with.

(b) What is a product life cycle ? Discuss the

four stages of product life cycle with

reference to any motorcycle brand of your

choice.

3. (a) What constitute distribution in

marketing ? How does distribution add

value to the marketing effort ? Explain

with an example.
 [3] MMPC-006

(b) What is Digital Marketing ? Discuss any

four types of digital marketing that you are

familiar with.

4. Write short notes on any three of the

following :

(a) Segmentation in Industrial Markets

(b) Functions of Packaging

(c) Steps in Integrated Marketing

Communication Process

(d) Types of direct Channels of Distribution

(e) Pull marketing approach of Digital

Marketing

Section—B

5. Read the following case and answer the

questions given at the end :

India’s famed and ace investor has announced

his plans to enter the aviation sector with his

low-cost airline tentatively named as Vikasa.

P. T. O.
 [4] MMPC-006

The promoter has plans to offer flights across

India starting in the summer of 2022 with an

“endeavor to be the nation’s most dependable,

affordable and greenest airline”. The airline

plans to operate approximately 70 plans in the

next four years.

The plan to launch an ultra-low-cost carrier or

ULCC suggests that airline plans to capture

the mass market. With the ULCC model, the

promoter is expected to bring down the fares

even lower and make flying affordable to a

larger population base. The plans are also in

line with the government’s ambitious UDAN or

‘Ude Desh ka Aam Naagrik’ scheme that aims

to make flying affordable.

As mentioned ‘Vikasa’ is the tentative name of

the airline which is awaiting a no-objection

 [5] MMPC-006

certificate from the Ministry. “The Ministry’s

NOC is just the first approval. For further

applications, the team needs to draw up a firm

business plan and a road map for the venture

for next five years from its launch date.

Assume that you have been retained as a

consultant by the top management of the new

venture to propose a realistic and a competitive

business plan.

Questions :

(a) Suggest the bases for segmentation, its

evaluation and selection of market

segment in line with Governments

ambitious UDAN scheme.

(b) For a new venture of this kind, what

combination of Integrated Marketing

Communications tools would you

recommend and why ?

MMPC-006

P. T. O.
No. of Printed Pages : 3 MMPC-006

MANAGEMENT PROGRAMME (MP)

Term-End Examination
June, 2022
MMPC-006 : MARKETING MANAGEMENT

Time : 3 Hours Maximum Marks : 100

Weightage : 70%

Note : (i) Answer any three questions from

Section A. Each question carries
20 marks.

(ii) Section B is compulsory and carries

40 marks.

Section—A

1. (a) “Marketing involves much more than

selling and advertising.” Discuss. How
would you apply your knowledge of
marketing concept to promote (i) Safe
Driving Habits (ii) Save Water ?

P. T. O.
 [2] MMPC-006

(b) Discuss the main objectives of sales

promotion. Explain some of the sales

promotion directed at consumers, which

can be used by a soap manufacturer.

2. (a) What are the steps in the consumer

decision-making process ? Do all

consumers decisions involve these steps ?

Discuss with an example.

(b) What is the concept of holistic marketing ?

Explain each of the components and their

importance in the exchange process.

3. (a) What is Product Positioning ? Discuss the

need and its importance. Explain the tasks

that marketers should consider for

successful positioning.

(b) Explain briefly the stages through which

you would test ideas coming up for new

products until the final stage of launching

the new product.

 [3]

4. Write short notes on any three of the

following :

(a) Industrial goods classification

(b) Cost-based pricing

(c) Measuring advertising effectiveness

(d) Internet vs. Digital marketing

(e) Challenges in rural marketing

Section—B

5. You have been appointed as a marketing

manager for a company making confectionary
items for more than a decade. The company has
added a new item in its product category and
wishes to brand the new item.

(a) Suggest a suitable brand name and

propose promotion mix for the brand which
is targetted for rural markets.

(b) What type of packaging will you

recommend for such product if they are to
be marketed in rural area ?

MMPC–006
No. of Printed Pages : 3 MMPC-006

MANAGEMENT PROGRAMME
Term-End Examination
December, 2021

MMPC-006 : MARKETING MANAGEMENT

Time : 3 hours Maximum Marks : 100

(Weightage : 70%)
Note : (i) Answer any three questions from Section A.
(ii) Section B is compulsory.
(iii) All questions carry equal marks.

SECTION A
1. (a) Define marketing environment. When and
why should a firm embark on scanning the
environment ? Discuss with an example.
(b) What is meant by the term
‘‘Segmentation’’ ? Describe four ways that a
marketer could use to segment the market.
2. (a) What are the objectives of pricing ? Discuss
with an example.
(b) For each of the following products, should
the seller adopt a market skimming or
market penetration pricing strategy ? Give
reasons for your decision.
(i) Electric passenger car
(ii) Top end mobile phone

MMPC-006 1 P.T.O.
3. (a) Explain the unique characteristics of
services that make them different from
products. Discuss with an example.

(b) What is your understanding of the term

Green Marketing ? Discuss its significance
and the factors that drive green marketing
initiatives by the firm.

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

(a) Importance of Product Positioning
(b) Line Stretching and Line Filling
(c) Steps in Planning Sales Promotion
Programme
(d) Service Delivery System
(e) Challenges in Rural Marketing

MMPC-006 2
 SECTION B

5. (a) ‘‘Consumers buy brands, not products.’’

Discuss with an example, the importance of
branding in the light of the above
statement.

(b) Describe the psychological factors that

affect consumer buying behaviour. How, as
a marketer of frost-free refrigerators, would
you apply the concepts of selective exposure
and selective distortion in your marketing
activities ?

MMPC-006 3 P.T.O.
Note- MS-6 and MMPC-6 are the same codes as ignou introduced the new MBA/MBAOL from
the June 2021 so there are few changes in the codes but the many subjects are same
So we uploaded the old pdf on the subject title basis, which are same with current codes.

No. of Printed Pages : 3 MS 006

-

MANAGEMENT PROGRAMME

Term-End Examination

June, 2021

MS-006 : MARKETING FOR MANAGERS

Time : 3 hours Maximum Marks : 100

(Weightage 70%)

Note : Answer any three questions from Section A.

Section B is compulsory. All questions carry equal
marks.

SECTION A

1. (a) What are the main characteristics that

distinguish services from physical
products ? Explain the unique marketing
challenges posed by these characteristics,
giving suitable examples.

(b) What is a New Product ? Describe the

various steps involved in the new product
development process.

MS-006 1 P.T.O.
2. (a) Explain the concept of Product Life Cycle
(PLC). Discuss how marketing strategies
change during the different stages of PLC.

(b) What are the objectives of pricing ? Explain

the various types of new product pricing
strategies that are available to the
marketer.

3. (a) What is a Brand ? How does branding help

consumers and marketers ? Suggest a
suitable brand name for a new premium
bath soap to be introduced. Justify your
answer.

(b) Why does Sales Management function

assume significance in an enterprise ?
Discuss the role and responsibilities of a
sales manager in accomplishing the firm’s
objectives.

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

(a) Relevance of Social Marketing

(b) Model of Consumer Behaviour

(c) Elements of Promotion Mix

(d) Limitations of Cyber Marketing

(e) Bases for Segmentation

MS-006 2
 SECTION B

5. In view of the huge opportunity that exists for

fabric in Over-the-Counter (OTC); Readymade
Garments (RMG) and having export potential, a
leading Indian corporate with diversified
businesses has now forayed into the textile
segment offering premium fabric to the market
by the name ‘‘Brado’’, the new brand in an
overcrowded textile market.

Questions :

(a) How would marketing research help in

seeking consumer insights for the said
brand ? Discuss.

(b) Suggest suitable marketing organization

structure for the said firm.

(c) What marketing communication mix would

you suggest and why ?

MS-006 3 P.T.O.
No. of Printed Pages : 4 MS-06

MANAGEMENT PROGRAMME (MP)

Term-End Examination
December, 2020
MS-06 : MARKETING FOR MANAGERS

Time : 3 Hours Maximum Marks : 100

Weightage : 70%

Note : (i) Attempt any three questions from

Section A.

(ii) Section B is compulsory.

(iii) All questions carry equal marks.

Section—A

1. (a) What is Marketing ? Explain the term

market offering giving a recent example of a

market offering that has satisfied your need

or wants.

Lot-II P. T. O.
 [2] MS-06

(b) Discuss the psychological factors

influencing consumer buying behaviour.

Explain their importance to marketers.

2. (a) Explain the concept of product mix by

giving suitable examples. How and when

does product diversification help the firm

as a tool for market development ?

(b) Discuss the various elements of promotion

mix that are available to the marketers.

Comment on the merits and limitations of

each of these elements.

3. (a) What is Sales Forecasting ? Explain any

two methods of sales forecasting.

(b) What is Marketing Research ? With a

suitable example, explain how marketing

research helps a manager in the decision-

making process.

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

(a) Reasons for growth of the service sector

 [3] MS-06

(b) Market Segmentation vs. Product

Differentiation

(c) Types of purchase decisions

(d) Functions of packaging

(e) Objectives of pricing policy

Section—B

5. Lifeline is a fast growing kitchen appliances

premium brand. It offers a wide range of

appliances and is now poised to tap and offer its

product offerings as corporate gifting especially

for the festive seasons and also for other

occasions and celebrations with a base line

which says :

“Smart Gifts for Smart Kitchens” clearly

conveying its purpose.

Looking at the huge potential, the company

now wishes to capture this market as a long-

term strategy to contribute substantially to the

 [4] MS-06

overall business. As a manager exclusively

handling this segment propose the following :

Questions :

(a) Suggest marketing mix elements

emphasizing on pricing, promotion and

distribution aspects.

(b) The packaging decisions that you would

consider and why ?

MS–06 4,270
No. of Printed Pages : 3 MS-06
MANAGEMENT PROGRAMME (MP)
Term-End Examination
June, 2020
MS-06 : MARKETING FOR MANAGERS

Time : 3 Hours Maximum Marks : 100

Weightage : 70%

Note : (i) Attempt any three questions from

Section A.

(ii) Section B is compulsory.

(iii) All questions carry equal marks.

Section—A

1. (a) Define Marketing. With the help of an

example, explain the concept of marketing

(b) What is Segmenting of Markets ? What

bases can be used to segment markets for
(i) Toothpaste, (ii) Garments ?

P. T. O.
 [2] MS-06

2. (a) Explain the unique characteristics of

services that distinguish them from

physical goods.

(b) What do you understand by the term

`Marketing Research' ? Discuss the scope of

marketing research.

3. (a) What is Promotion Mix ? Discuss its

elements with examples.

(b) You have to set prices for a new product.

What pricing strategies can be used in this

case ?

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

(a) Types of distribution strategy

(b) Limitations of cyber marketing

(c) Types of positioning strategies

(d) Role of packaging in marketing

(e) Concept of customer value

 (3 ]

Section—B

5. You have been appointed as a marketing

manager for a company making soaps and
detergents for the last 5 years.

(a) What type of packaging you will

recommend for such products if they are to
be marketed in rural markets ?

(b) What will be the promotion mix for such a

product to be marketed in rural markets ?

MS-06 5370
No. of Printed Pages : 3
I ms-0061
MANAGEMENT PROGRAMME

Term-End Examination

June, 2019
CI C3

MS-006 : MARKETING FOR MANAGERS

Time : 3 hours Maximum Marks : 100

(Weightage 70%)

Note : Answer any three questions from Section A.

Section B is compulsory. All questions carry equal
marks.

SECTION A

1. (a) Why do marketers undertake the task of

segmenting their markets ? Discuss with
the help of suitable examples.

(b) Explain the stages in the buyer decision

process. Are all these stages used in all
consumer purchases ? Why or why not ?
MS-006 1 P.T.O.
2. (a) Explain the various stages in the new
product development process.
(b) Explain the different elements of the
communication process giving suitable
examples.

3.• (a) Explain all the relevant tasks that have to

be accomplished as part of physical
distribution.
(b) What is marketing research ? Explain the
scope of marketing research giving suitable
examples.

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

(a) Reasons for the growth of Service Sector

(b) Matrix Organization

(c) Maslow's Hierarchy of Needs

(d) Branding Decisions

(e) Any two sales forecasting methods

MS-006 2
 SECTION B

5. (a) What are the various additional marketing

mix elements for services ? Discuss taking
the example of an airline.

(b) MA ABC's Indian operations with respect

to their microwave business are aiming at a
40% market share by the end of 2019 on
the basis of more innovative range of
products. You may make any assumption
with regard to the new product range. The
company enjoyed a 33% market share by
volume and 35% share by value
respectively in 2018 in India.

Questions :

(i) What would be your pricing strategy

for this new range of microwave ?

(ii) Propose a suitable promotion mix for

the brand. Clearly specify which
element or a blend of elements of
promotion mix the firm should focus
on and why.

MS-006 3 4,500
No. of Printed Pages : 3 I ms.00s I
MANAGEMENT PROGRAMME
Term-End Examination
caa,.4.€,,, December, 2018

MS-006 : MARKETING FOR MANAGERS

Time : 3 hours Maximum Marks : 100

(Weightage 70%)
Note : Answer any three questions for Section A.
Section B is compulsory. All questions carry equal
marks.

SECTION A

1. (a) What do you understand by the term

'Marketing Mix' ? Discuss the marketing
strategies that vary during the different
stages of the product life cycle, giving
suitable examples.

(b) Name the three additional Marketing Mix

elements in Services Marketing and
explain their relevance and significance
with suitable examples.
MS-006 1 P.T.O.
2. (a) In spite of secondary data available in
abundance, yet every manager tends to rely
on the collection of primary data for
marketing decisions. Discuss with a
suitable example.
(b) 'What do you understand by the tepn
'Buyer Decision Process' ? Explain the
various types of purchase decisions with
examples.

3. (a) For the below mentioned products/services,

should the seller adopt a Market Skimming
or a Market Penetration Pricing Strategy ?
Explain your decision in each instance.
(i) Handicrafts
(ii) Internet/Broadband services
(b) What are the elements of promotion mix ?
Discuss the relative advantages and
disadvantages of each of them.

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

(a) Benefits and Doubts about Segmentation
(b) Principles of Designing Marketing
Organisation
(c) A Model of Consumer Behaviour
(d) Packaging and its Functions
(e) Approaches to Sales Forecasting

MS-006 2
 SECTION B

5. As a marketing manager of a mid-sized fast

growing consumer durable company, you have
been advised by the top management to generate
new product ideas for a range of home appliances
specifically targeted at working women across
the entire country.
(a) What methods would you consider for
generating new product ideas and why ?
(b) Propose and justify a brand name in line
with the target market.
(c) Suggest an appropriate marketing strategy
for its launch.

MS-006 5,000