MS-06

Management Programme

ASSIGNMENT
SECOND SEMESTER
2016

MS-06: Marketing for Managers

School of Management Studies

INDIRA GANDHI NATIONAL OPEN UNIVERSITY
MAIDAN GARHI, NEW DELHI 110 068
 ASSIGNMENT

Course Code : MS - 06
Course Title : Marketing for Managers
Assignment Code : MS-06/TMA/SEM - II/2016
Coverage : All Blocks

Note : Attempt all the questions and submit this assignment on or before 31st October, 2016 to
the coordinator of your study centre.

1. (a) What do you understand by the term Marketing? Discuss the scope and importance of
marketing function in the current Indian Business Environment.
(b) Effective Marketing is the result of proper blending of marketing mix elements.
Elaborate the above statement with two suitable examples by taking one each from an
FMCG and a consumer durable product/Brand of your choice.

2. (a) What are the major reason that marketers undertake segmenting their markets
periodically? Explain with suitable example of your choice.
(b) Explain briefly the concept of Product Life Cycle (PLC). To what extent monitoring
PLC helps enable in accomplishing the marketing objectives of the firm in the
following situations:
i) Mobile Hand Set .
ii) Fresh fruit juice.

3. (a) As a Manager, briefly discuss the various considerations involved in the design of
marketing organization in the following scenario:
i) Large scale cement manufacturing company
ii) North based woolen garments manufacturer.
(b) Discuss the key steps involved in the selling process. Explain with a suitable example.

4. (a) What is Marketing Research? How do the outcome/results of research help in decision
making process? Elaborate by taking an example.
(b) Briefly explain how marketing research helps in New Product Development
process/strategy. Discuss the key steps that you would consider in such a development
process for the brand extension of a premium toilet soap.