IGNOU MCO-06 December 2015 Previous Year Question Paper

Q1.(a) Explain the philosophies (concepts) of marketing management. 10, 10

(b) "The applications of marketing are wide and inter - disciplinary". Discuss with examples.

Q2.Define Product Mix. Indicate reasons why companies usually consider it necessary to change their product - mix from time - to - time. 5,

Q3.What is "Test Marketing" ? Discuss the activities involved in developing a test marketing plan for a ,branded consumer product. 5,

Q4.(a) What are characteristics of Services ? What are the unique challenges involved in Marketing of Services ? 10, 10

(b) Explain in brief Marketing Mix for Services. What is positioning ? Discuss the various 14, 6 types of positioning strategies. Explain the concept of repositioning. What is 'advertising' ? Trace the historical perspectives of advertising. 10, 10 "The success of advertising campaign depends on the proper selection of the media." Discuss. What are the criteria's used for evaluating channel alternatives ? 5x4=20 What are the functions of a wholesaler ? Prepare a marketing plan for any popular Brand. What are the benefits of online marketing for marketer ?

Q5.Describe how to establish the initial "approximate 20 price level" using demand oriented, cost - oriented, profit - oriented and competition oriented approaches.

Q6.Write short notes on any two of the following : 10, 10

(a) Market segmentation

(b) Consumer behaviour

(c) Pricing objectives

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Q14.(a) facer 1:frez174 -51311f4ff crA aue Ndct, Wt.? 5x4=20

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