1 a). Discuss the scope and relevance of the concept of market segmentation. will the scope change with the opening of Indian economy? Illustrate how firms would be benefited in marketing their products and services by segmentation.
b) Briefly discuss the concept of positioning. What is the positioning of
i) Santro car
ii) Indian airlines
iii) Pepsi
iv) Dalda ghee
2. a) Discuss in brief the various pricing strategies used by
marketers. Suggest suitable pricing strategy for
i) Software
ii) 100 cc motorcycle
iii) Luxury car
iv) Laptop
b) How is a product management organization different from the market centred organization?
3. a) Enumerate and discuss the major packaging decisions appropriate
for the following
i) FMCG company
ii) Consumer durable company
b) Discuss the marketing strategies that may be used at the introductory and maturity stages of the product life cycle.
4. a) Discuss the main objectives of sales promotion. Explain some of the sales promotion methods directed at consumers, which can be used by a detergent manufacturer.
b) Discuss the role of personal selling and advertising in promotional industrial products. How does it compare to consumer product promotion?
5. a) Middlemen are parasites. This charge has been made by many over the centuries. Is this likely to be the case in a competitive economic system? Why or why not?
b) You are marketing manager of a medium sized manufacturing company. The president has just made the following statement "The distribution activity is not a concern of the marketing department. The function of the marketing department is to sell the product ... let be rest of the company handle production and distribution."
How would you reply to this statement. Discuss whether you
agree or disagree with the statement and justify your answer.
6 (a) Define the term marketing. Discuss the scope and appropriateness of marketing function in satisfying human needs and wants. Given suitable examples.
(b) As a marketing manager, propose and formulate STP strategy for home fitness kit targeted at women. Discuss the base for your strategy.
7. Write short notes on any three of the following:
a) STP strategies
b) Functions of Packaging
c) Elements of promotion mix
d) Methods of sales forecasting
e) Market Intelligence