IGNOU MMPC-006 December 2021 Previous Year Question Paper

Q1.(a) Define marketing environment. When an d why should a firm embark on scanning the environment ? Discuss with an example.

(b) What is mean t by the term "Segmentation" ? Describe four ways that a marketer could use to segment the market.

Q2.(a) What are the objectives of pricing ? Discuss with an example.

(b) For each of the following products, should the seller adopt a market skimming or market penetration pricing strategy ? Give reasons for your decision.

(i) Electric passenger car

(ii) Top end mobile phone

Q3.(a) Explain the unique characteristics of services that make them different from products. Discuss with an example.

(b) What is you r understanding of the term Green Marketing ? Discuss its significance and the factors that drive green marketing initiatives by the firm.

Q4.Write short notes on any three of the following :

(a) Importance of Product Positioning

(b) Line Stretching and Line Filling

(c) Steps in Planning Sales Promotion Programme

(d) Service Delivery System

(e) Challenges in Rural Marketing

Q5.(a) "Consumers buy brands , not products." Discuss with an example, the importance of branding in the light of the above statement.

(b) Describe the psychological factors that affect consumer b uying behaviour. How, as a marketer of frost -free refrigerators, would you apply the concepts of selective exposure and selective distortion in your marketing activities ?