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MARKETING MANAGEMENT

MASTER OF COMMERCE


Term-End Examination


June 2010


MCO-06: MARKETING MANAGEMENT


Time: 3 hours                                                                                               Maximum Marks 100


 Note : Attempt any five questions. All questions carry equal marks.

  1. Compare and contrast marketing concept with societal concept. How do you ensure, as marketing manager, application of societal concept of marketing in rural India ?                                     20



  1. How can you develop a sound marketing information system? How is it useful in understanding market behaviour in general?                                                                                              20



  1. What are the bases for market segmentation? Compare and contrast personality segmentation with value segmentation.                                                                                                    20



  1. (a) Taking any organisation you are familiar with as an example, explain the terms, product item, product line, and product mix.                                                                                      10+10


(b) Explain the concept of expanded marketing mix for services and state its components.

  1. What are the distinctions between brand equity, brand image and brand position? Discuss their relevance to pricing decisions.                                                                                             20



  1. What do you mean by resale price maintenance? How is it regulated in India ?                        20



  1. What is channel conflict? How can you convert channel conflict into business opportunities ?     20



  1. Can intermediaries be eliminated? How do intermediaries strengthen marketing communication?                                                                                                                                         20



  1. "No single medium is ideal in all respects". Discuss the statement in the context of ongoing advertising practices India.                                                                                                 20


 

 

 
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