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MMPC 006

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37 views

MMPC 006

Uploaded by

Yogeshwar Vats
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 5

No.

of Printed Pages : 5 MMPC–006


MANAGEMENT PROGRAMME (MP)

Term-End Examination

December, 2023

MMPC–006 : MARKETING MANAGEMENT

Time : 3 Hours Maximum Marks : 100

Weightage : 70%

Note : Answer any three questions from Section A.

Section B is compulsory. All questions carries

equal marks.

Section—A

1. (a) Define relationship marketing and provide

reasons for its growing popularity in the

current business environment.

P. T. O.
[2] MMPC–006

(b) Distinguish consumer segmentation and

industrial segmentation. Discuss the bases

for segmenting industrial markets with a

suitable example.

2. (a) Explain the various steps in the consumer

decision making process. Do all consumer

decisions involve these steps ? Discuss with

an example.

(b) Differentiate between marketing

communication and integrated marketing

communication. How do they differ in

terms of their approach in promotional

decision ? Explain with an example.

3. (a) Explain the concept of channel system.

What are the reasons for channel conflict,

and how can they be resolved ? Explain

with an example.
[3] MMPC–006

(b) Discuss the terms push marketing

approach and pull marketing approach in

the content of digital marketing.

Enumerate the advantages and

limitations, if any.

4. Anwar any three from the following :

(a) Selling Concept

(b) Psychographic Segmentation

(c) Functions of Packaging

(d) Role of IMC in Demand Creation

(e) Challenges in Rural Marketing

Section—B

5. Pigeon, a fast growing home appliances brand

has now diversified into a wide range of

electrical part/items such as modular switches

to extension cords and the allied items. The

company’s new product line caters to both the

domestic as well as for industrial applications.

P. T. O.
[4] MMPC–006

The company has now embarked on a new

marketing communication strategy. It has

chosen to advertise on a leading English

business channel and also a couple of regional

channels targeting the southern part of the

country in view of the growth prospects both in

real estate and infrastructure sectors. In

addition, it has also chosen to advertise in a

business magazines to enhance and intensify of

its coverage for optimum reach and exposure to

the target market.

The core message is designed to announce or

convey the new product line to all to whom it is

intended and to communicate that this new line

is from the house of Pigeon, which is recognized

as a hallmark for its quality and price.


[5] MMPC–006

(i) Critically evaluate the marketing

communication strategy of Pigeon. Do you

think that the said strategy will help the

brand for the purpose it has been

designed ? Explain.

(ii) Besides advertising, what other elements

of promotion mix are appropriate for the

new product line and why ?

(iii) What channels of distribution would you

propose ? Give reasons for your choice.

MMPC–006

P. T. O.

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