Unformatted text preview: 2009 – INDIRA GANDHI NATIONAL OPEN UNIVERSITY
M.B.A MODEL PAPER
MARKETING FOR MANAGERS
Time: 3hrs Answer Any Three Questions Part A. Part B is compulsory. Part – A [30 Marks]
1 a). Discuss the role of 4Ps in formulating marketing strategies in the following situations?
i) Water purifier
ii) Small sized car prized at Rs. 2.00 lacs
b) Ho would you apply your knowledge of segmentation, targeting, and positioning (STP) for
i) Promoting Pulse polio immunization?
ii) Soft drinks
2. a) Secondary data is available in abundance yet, primary data is often collected for marketing decision making.
b) Explain the major objectives of advertising and publicity. Discuss with the help of suitable examples.
3. a) Consumers buy brands not products. Discuss the importance of branding in the light of the above statement
with suitable examples of your choice.
b) Sales promotion are conceived with a purpose. What distinct advantages do firms as well as the consumers
derive from suvh activities.
4. Write short notes on any three of the following:
a) Product Life Cycle (PLC)
b) Motivating Sales Personnel
c) Decision making process- stages in the buyer decision process
d) Strong brands vs weak brands
e) Determinants of pricing Part-B [40 Marks]
Please read the case given and answer the questions that follow:
For many years McDonald's enjoyed worldwide success built on a few well-known, highly standard conditions.
The company with the Golden Arches served a simple menu - hamburgers, french fries, and milkshakes orsoft
drinks. The food was priced low, its quality was consistent, and it was served speedily from establishments that
all looked alike and were extremely clean.
In recent years, however, McDonald's has seen its growth rate slow down and its dominant market position slip. Why? The changes been occuring in the company's external environment.
We will start with the population picture. Foir many years McDonals's main customer group was young couples
with several kids. Today, people are marrying at a much later age and families have fewer children, so Mc
Donald's traditional customer base is eroding. Then there are the cultural changes. Also consumers have become
more health conscious. let's face it - burgers, fries, and shakes are not exactly at the top of dietitians menu
Consumers want convenience. in the past they hopped in the car and drove to McDonald's. Today they can pop
something into the microwave oven or phone domino's to have a pizza delivered. Another challenge came as
consumers became more concerned about physical environment. McDonald's polystyrene hamburger packaging
was attacked by people who demand the sue of recycled and or/ biodegradable products. Paralleling all these
challenges were the growing number and effectiveness of competitors. Questions
i) Identify and discuss the major environmental changes being faced by McDonald's.
ii) What course of action should the company CEO pursue to regain its dominant market position?
b) What king od distribution channel would you recommend for the following products and why ?
i) Personal computers
ii) Industrial lubricant ...
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