IMPORTANT QUESTIONS & ANSWERS
IGNOU MCOM
MCO 6 - MARKETING MANAGEMENT
UNIT - 1
1) Define Marketing and explain its implications for an emerging economy like India?
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2) 'Marketing involves satisfaction of Consumer Needs'. Elucidate the Statement.
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3) What are the marketing Concepts? Explain the evolution process of Marketing Management Philosophy.
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4) Explain the difference between selling and marketing for industrial products.
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UNIT -2
1) What is marketing environment? Describe the macro environment and micro environment of marketing.
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2) How do environmental factors affect marketing policies and strategies?
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UNIT -3
1) What are the different types of information that a marketing manager needs for making marketing decisions?
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2) What is marketing information system? What are its major components?
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3) What considerations one should keeping mind while designing a marketing information system for a firm?
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4) What is marketing research? How does it differ from marketing information system?
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UNIT -4
1. What do you mean by buyer behaviour? Why is understanding of buyer behaviour important for marketers?
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2. Describe Maslow's hierarchy of need theory. Discuss its significance for understanding the buyer behaviour.
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3. How do perception and learning influence the buyer behaviour? Elaborate with the help of suitable examples.
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4. Why are social factors important for understanding buyer behaviour? Discuss various social factors which influence the buyer behaviour.
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5. Explain various cultural factors which influence buyer behaviour.
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UNIT -5
1) Describe the distinguishing characteristics of organizational market.
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2) Briefly discuss various types of organizational market.
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3) What is market segmentation? Explain the importance of segmenting markets.
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4) Critically evaluate four important bases for segmenting consumer markets.
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5) Discuss various bases on which an organizational market may be segmented.
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UNIT -6
I. Define market targeting and explain the procedure on how to target different markets.
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2. What is competitive advantage? How can a competitive advantage be created for positioning the product?
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3. How will you evaluate the potential of a target market?
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4. What is value proposition? How managers can increase value proposition in a changing customer market?
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UNIT -7
1) What is a product? Explain the three distinct levels of a product.
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2) Distinguish between consumer goods and industrial goods giving suitable examples.
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3) What do you understand by the term service? How do services differ from products?
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UNIT -8
1 ) What do you understand by the term Product Innovation? Explain the need for companies to go in for new products.
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2) Explain the various stages of Product Development Process giving suitable examples.
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3) Discuss tlie features responsible for failure of new products.
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4) What are the risks associated with test marketing? How can a company guard against the risks?
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5) Discuss the life cycle stretching strategies adopted in the case of any one product when its sales started declining.
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UNIT -9
1) Why should a company brand a product? What advantages the company will get by branding its products? Discuss this issue by taking the toothpaste category in Indian market.
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2) What are the decisions that a brand manager has to take? Discuss giving suitable examples.
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3) What are the distinctions between brand identity, brand image and brand position? Discuss them in the context of developing a branding strategy for the rural market of India.
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4) Product Support Services helps in customer retention. Discuss the statement with the help of 'examples.
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UNIT -10
1) Discuss, in detail, the objectives of pricing.
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2) What are the different methods in price determination? Explain them in detail listing out the advantages and limitations of each method.
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3) Write brief notes on the following:
i) Perceived-value pricing ii) Differential pricing iii) Sealed-bid pricing iv)Price-demand relationship
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UNIT -11
1. Explain the provisions relating to following pricing policies: i) Price discrimination ii) Predatory pricing iii) Deceptive and bargain pricing
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2. Explain the meaning of re-sale price maintenance. Discuss briefly the legal provisions for its regulation in India.
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3. Describe the provisions of the essential Commodities Act in so far as they relate to regulation of price.
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4. Briefly explain the regulatory measures of the Drugs (Control) Act.
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UNIT -13
1. What is distribution channel ? Why is distribution channel important for flow of goods from producer to consumer?
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2. Discuss the various functions performed by distribution channels.
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3. Explain the various steps involved in the channel design decision.
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4. What is channel conflict ? Identify the causes of channel conflict and suggest remedies for them.
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UNIT -14
1. What roles does a intermediaries play in the distribution of products? Can Intermediaries be eliminated.
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2. What do you understand by retailing? What important functions do the retailers perform in the distribution of products ?
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3. What is wholesaling ? How does it differ from retailing ?
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4. Explain briefly about the different types of Middleman.
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UNIT -15
1. What is the significance of marketing logistics in Marketing Management.
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2. Customer service and cost reduction are the two bench marks of an effective system of marketing logistics.
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UNIT -16
1) Describe the importance and the main functions of Marketing Communication.
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2) Explain the various elements of communication process giving suitable examples.
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3) What are the various steps that you should undertake for developing an effective marketing communication?
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4) Discuss the factors that affect the promotion mix of a company.
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5) Explain the different budgeting methods under top-down approach.
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UNIT -17
1. Explain the qualities of a good sales person.
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2. What do you understand by sales promotion. What are the various objectives marketers attempt to achieve through sales promotion.
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UNIT -18
1) What is advertising? How it is different from publicity?
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2) 'No single medium is ideal in all respects'. Discuss.
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3) What is publicity? Explain various tools of publicity.
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4) Explain the advantages and limitations of publicity.
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UNIT -19
1. Write sort notes on relationship marketing
a. Relationship Marketing
b. Social Marketing
c. Green Marketing
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2. What is service ? In What respect it is different from a product.
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3. How Marketing on Internet is different ? State its advantages and dis-advantages of marketing on Internet.
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4. Differentiate between social marketing and consumer marketing. Explain the components of social marketing mix.
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5. Explain the concept of relationship marketing. Explain the main elements of relationship marketing.
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6. Differentiate between green marketing and social marketing. Explain various problems associated with marketing.
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