IGNOU MMPC-006 June 2026 Previous Year Question Paper

Q1.(a) Explain the stages of the organizational buying process. How can a marketer effectively engage with a buying center at each step ?

(b) Discuss the role of social factors, such as reference groups and family, in shaping an individual’s purchasing behavior. [ 3 ]

Q2.(a) Discuss the various strategic options available to a firm when its product enters the decline stage. When would a company choose to harvest a product versus dropping it ?

(b) Discuss the advantages and disadvantages of branding from both the company ’s and the consumer’s perspective.

Q3.(a) Explain the key differences between Traditional and Digital marketing in terms of audience targeting.

(b) Explain how the four main characteristics of services—intangibility, inseparability, variability, and perishability—create unique marketing [ 4 ] MMPC–006 challenges. Using a specific example, illustrate how a company can adapt its marketing mix to address these challenges.

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

(a) Challenges of rural marketing

(b) Micro and Mac ro marketing environments analyses

(c) Market repositioning

(d) Psychological pricing strategies

(e) Measuring advertising effectiveness

Q5.Suppose you are the Marketing Manager for a newly launched brand, ‘Prakriti Spices’, [ 5 ] MMPC–006 which offers organic and ethically sourced spices from different regions of India. ‘Prakriti Spices’ offers a curated range of single-origin, certified organic spices, directly sourced from farmer cooperatives. The brand’s core message is ‘Taste the Purity’. You have been task ed with developing a complete Integrated Marketing Communications (IMC) strategy for the brand’s initial launch. Questions :

(a) What promotional mix elements would you use for IMC and why ? [ 6 ] MMPC–006

(b) Discuss the IMC planning process you would follow, including how you would set the budget.

(c) Analyze the role of social media in your campaign and how you would leverage it for demand creation. [ 7 ] MMPC–006 ekLVj vkWQ fctusl ,MfefuLVªs'ku@ekLVj vkWQ fctusl ,MfefuLVªs'ku (cSafdax vkSj foÙk)@ekLVj vkWQ fctusl ,MfefuLVªs'ku bu gsYFk ds;j ,.M gkWLihVy eSustesaV@ekLVj vkWQ fctusl ,MfefuLVªs'ku (ykWftfLVd ,.M lIykbZ pSu eSustesaV)@ekLVj vkWQ fctusl ,MfefuLVªs'ku (dUlVªD'ku eSustesaV) (,e-ch-,-@,e-ch-,Q-@ ,e-ch-,-lh-,u-) l=kar ijh{kk twu] 2026 ,e-,e-ih-lh-&006 % foi.ku izcU/ku le; % 3 ?k.Vs vf/kdre vad % 100 (Hkkfjrk % 70%) [ 8 ] MMPC–006 uksV %

(i) [k.M ^d* ls fdUgha rhu ç'uksa ds mÙkj nhft,A

(ii) [k.M ^[k* vfuok;Z gSA

(iii) lHkh ç'uksa ds vad leku gSaA [kaMµd 1-

(v) laxBukRed [ kjhn çfØ;k ds pj.kksa dh O;k[;k dhft,A ,d ekdZsVj gj dne ij [kjhn dsaæ (buying center) ds lkFk çHkkoh <ax ls dSls tqM+ ldrk gS \

(c) fdlh O;fä ds [kjhn O;ogkj dks vkdkj nsus esa lkekftd dkjdksa] tSls fd lanHkZ lewg (reference groups) vkSj ifjokj] dh Hkwfed k ij ppkZ dhft,A 2-

(v) tc fdlh QeZ dk mRikn fxjkoV ds pj.k (decline stage) esa ços'k djrk gS] rks mlds ikl [ 9 ] MMPC–006 miyCèk fofHkU u j.kuhfrd fodYiksa ij ppkZ dhft,A dksbZ daiuh fdlh mRikn dks iwjh rjg ls can djus ds ctk; mls ^gkoZsLV* (harvest) djuk dc pqusxh \

(c) daiuh vkSj miHkksäk] nksuksa ds n`f"Vdks.k ls czkafMax ds Qk;ns vkSj uqdlku ij ppkZ dhft,A 3-

(v) n'kZdksa dks yf{kr djus (audience targeting ) ds lanHkZ esa ikjaifjd vkSj fMftVy ekdZsfVax ds chp eq[; varjksa dh O;k[;k dhft,A

(c) crkb, fd lsokvksa dh pkj e q[; fo'ks"krk,¡µvewrZrk] vfoHkkT;rk] ifjorZu'khyrk vkSj u 'ojrkµfdl çdkj vf}rh; ekdZsfVax pqukSfr;k¡ iSnk djrh gSaA ,d fof'k"V mnkgj.k dk mi;ksx djrs gq,] le>k b, fd dksbZ daiuh bu pqukSfr;ksa ls fuiVus ds fy, vius ekdZsfVax feJ.k (marketing mi x) dks dSls vu qdwfyr dj ldrh gSA [ 10 ] MMPC–006 4- fuEufyf[kr esa ls fdUgha rhu ij laf{kIr fVIif.k;k¡ fyf[k, %

(v) xzkeh.k ekdZsfVax dh pqukSfr;k¡

(c) lw{e vkSj O;kid ekdZsfVax okrkoj.k dk fo'ys"k.k (l) cktkj iquLFkkZiu (n) euksoSKkfud ewY; fuèkkZj.k j.kuhfr;k¡ (;) foKkiu dh çHkko'khyrk dk ekiu [k.Mµ[k 5- eku yhft, fd vki ^çÏfr Likblsl * uked ,d u, ykWUp fd, x, czkaM ds ekdZsfVax eSustj gSa] tks Hkkjr ds fofHkUu {ks=ksa ls çkIr tSfod vkSj uSfrd :i ls lzksfrr elkys is'k djrk gSA ^çÏfr Likblsl * ,dy&lzksr] çekf.kr tSfod elkyksa dh ,d pqfuank Ük`a[kyk is'k djrk [ 11 ] MMPC–006 gS] ftUgsa lhèks fdlku lgdkjh lfefr;ksa ls çkIr fd;k tkrk gSA czkaM dk eq[; lans'k gS µ^'kq¼rk dk Lokn ysa *A vkidks czkaM ds 'kq#vkrh y kWUp ds fy, ,d laiw.kZ ,dhÏr ekdZsfVax lapkj (IMC) j.kuhfr fodflr djus dk dk;Z lkSaik x;k gSA ç'u %

(v) vki IMC ds fy, fdu çpkj feJ.k rRoksa (promotional mi x elements) dk mi;ksx djsaxs vkSj D;ksa \

(c) ml IMC fu;kstu çfØ;k ij ppkZ d hft, ftldk vki ikyu djsaxs] ftlesa ;g Hkh 'kkfey gks fd vki ctV dSls fuèkkZfjr djsaxsA [ 12 ] MMPC–006 (l) vius vfHk;ku esa lks'ky ehfM;k dh Hkwfedk dk fo'ys"k.k d hft, vkSj crk b, fd vki ek ¡x l`tu (demand creation ) ds fy, bldk ykHk dSls mBk,¡xsA