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Course Code : MS-06
Course Title : Marketing for Managers
Assignment No. : 06/SEM-II/2007
Coverage : All Blocks

Note : This assignment consists of four questions, you have to attempt all and send it to the coordinator of the study center, you are attached with.

1. a) Comment upon the role and relevance of marketing in a fast developing economy. How can the concepts of marketing be applied to social issues like:

• promoting use of contraceptives
• educating the perils of chewing tobacco.

b) Discuss the concept of optimum marketing mix as practiced in your organisation or any other firm you are familiar with.

2. a) What distinct advantages do firm derive from STP strategies. Explain with suitable examples.

b) What are the direct reference groups that influence consumer decision making? How would you as a marketer like to use reference group influence to

• promote safe drinking water
• curb the incidence of alcohol among youngsters

3. a) As a brand manager, what criteria you would consider in the evaluation of brand name selection. Explain with suitable example of your choice.

b) The stages of PLC and Product positioning determine the pricing decisions. Explain by taking one example each from the FMCG product and consumer durable of your choice.

4. a) What is promotional mix ? Discuss the major determinants that you would consider in the light of having a limited budgetary allocation for marketing the firm’s product.

b) What are the major objective of sales promotion ? Discuss the various types of sales promotion methods available to the marketer with suitable examples.