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 ?
(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.
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 ?
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