Management Programme
ASSIGNMENT
SECOND
SEMESTER
201
6
MS
-
06
:
Marketing for Managers
School of Management Studies
INDIRA GANDHI NATIONAL OPEN UNIVERSITY
MAIDAN GARHI, NEW DELHI
–
110 068
M
S
-
06
ASSIGNMENT
Course Code
:
MS
-
0
6
Course Title
:
Marketing for Managers
Assignment Code
:
MS
-
0
6
/TMA/SEM
-
I
I
/201
6
Coverage
:
All Blocks
Note
:
Attempt all the
questions and submit this assignment on or before
31
st
October, 201
6
to
the coordinat
or of your study cent
r
e
.
1.
(a)
What do you understand by the term “Marketing”? Discu
ss the scope and importance of
m
arketing function in the current Indian Business
Environment
.
(b)
Effective Marketing is the
result of proper blending of m
arketin
g
m
ix elements.
Elaborate the above statement with two suitable
examples by
taking
one
each from an
FMCG and a consumer durable
product/Brand
of your choice
.
2
.
(
a
)
What are the m
ajor reason that
m
arketers undertake
segmenting their markets
p
eriodi
cally? Explain with suitable
example of your choice
.
(
b
)
Explain briefly the concept of Product Life Cycle (PLC). To what extent monitoring
PLC helps enable in accomplishing the marketing objectives
of the firm
in the
following situation
s
:
i
)
Mobil
e Hand Set
.
ii
)
Fresh fruit juice
.
3
.
(a)
As a Manager, briefly discuss the various
considerations involved in the design of
m
arketing organization in the following scenario:
i)
Large
s
cale
c
ement
m
anufacturing
c
ompany
ii)
North
b
ased
wool
en garments manufacturer.
(b)
Discuss the key steps involved in the selling process. Explain with a suitable example.
4
.
(a)
What is Marketing Research? How
do
the outcome/results of research help in decision
making
process?
Elaborate by taking a
n example.
(b)
Briefly explain how marketing research helps in
New Product Development
process/strategy. Discuss the key steps that you would consider in such a development
process for
the brand extension of a
premium
toilet
soap.
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