IGNOU MMPC-06 - Marketing Management

1. a) Define the term marketing. Discuss the scope and the changing role of marketing in the current business environment. b) Distinguish and discuss the concept of a market Vs. concept of segment. Explain their relationship in planning for a suitable marketing strategy. 2. a) Explain the nature and concept of a product. Discuss the criteria on which products are classified. Explain with suitable examples. b) What branding decisions you would consider if you agree that branding and packaging play a vital role in today’s business environment. Explain with an example. 3. a) Define the terms advertising and sales promotions. Bring out the major differences between these two key elements of promotion mix with suitable example. b) Explain the term distribution and distribution management. Discuss the various types of direct and indirect channels that you are familiar, with examples. 4. a) Distinguish product marketing from marketing of services. Explain the various characteristics of services which make them different from tangible goods. b) Discuss the major types of digital marketing techniques that are being used by firm’s to enhance their visibility and business growth.

1. (a) Define and discuss the term “Marketing”. Elaborate its scope and significance in an enterprise. Needs, Wants and Demands are always the starting point for marketing activities. Explain with a suitable example. (b) Discuss the various stages involved in the consumer buying process with reference to buying a smart phone brand of your choice. 2. (a) Discuss the product line decisions that a firm should consider to pursue and consolidate its position in the face of competition. (b) Discuss the concept of Product Life Cycle. Elaborate the various stages by taking the example of a shaving cream brand of your choice. What alternatives will you suggest for the brand during its decline stage and why? Offer your reasons. 3.(a) Discuss the various factors that affect the Pricing decisions in a firm. Explain the three cost oriented pricing approaches that a firm can use in pricing their products/services. (b) Enterprises are sensing the need to become more integrated in their marketing communication efforts. Discuss with an example where you have been a part of the integration process or may have come across the said integration. 4. (a) What do you understand by the term Advertising? Discuss the various types of advertising and the major role that advertising plays in the promotion of a firms offering. Explain by taking one example each from a product and a service of your choice. (b) Explain the nature and role of Personal Selling. Discuss the steps involved in the selling process by taking an example of a financial software product for a medium enterprises