IGNOU MCO-06 December 2022 Previous Year Question Paper

Q1.Write a note on the Micro and Macro Environment of M arketing. Explain th eir influence on marketing process. 8,

Q2.What is Marketing R esearch ? Explain the steps involved in the marketing research with examples. 5, 15 [ 2 ]

Q3.Explain the Market Targeting P rocess. Discuss the market targeting strategies with examples.

Q4.Discuss the meaning and importance of market segmentation. What bases would you consider s for segmenting market of fast moving consumer goods and why ? 10,

Q5.What steps are involved in New Product Development Process ? Explain th em with examples.

Q6.What decisions will you take as a brand manager for costly durable products ? How is labelling useful in this context ? 12,

Q7.(a) Explain the methods used in pricing a new product with example. 12

(b) Discuss the difference between fixed pricing and flexible pricing.

Q8.(a) What are major distribution channel conflicts in industrial goods ? Explain. 10

(b) How are these conflicts resolved ? Discuss. [ 3 ]

Q9.(a) Discuss the objectives of Advertising. 8

(b) What advertising media will you select for the following products and why ? 12

(i) Passenger car

(ii) Mobile phone

(iii) Body care service

(iv) Taxi service okf.kT; esa LukrdksÙkj mikf/ (,e- dkWe-) l=kkar ijh{kk fnlEcj] 2022 ,e-lh-vks--06 % foi.ku izcU/u le; % 3 ?k.Vs vf/dre vad % 100 uksV % fdUgha ik¡p iz'uksa ds mÙkj nhft,A izR;sd iz'u ds vad mlds lEeq[k fn;s x;s gSaA 1- foi.ku ds O;f"V vkSj lef"V ifjos'k ij laf{kIr fVIi.kh fyf[k,A foi.ku izfØ;k ij buds izHkko dh ppkZ dhft,A 8] 12 2- foi.ku vuqla/ku D;k gS \ foi.ku vuqla/ku esa fufgr pj.kksa dh mnkgj.k lfgr O;k[;k dhft,A 3- cktkj y{; fu/kZj.k izfØ;k dks le>kb;sA cktkj y{; fu/kZj.k dh ;qfDr;ksa ij mnkgj.k lfgr ppkZ dhft,A 4- cktkj [k.Mhdj.k ds vFkZ ,oa e gRo dh O;k[;k dhft,A iQkLV ewfoax daT;welZ xqM~l (FMCGs) ds [kaMhdj.k ds fy;s vki fdu vk/kjksa ij fopkj djsaxs vkSj D;ksa \ 10] 10 5- u;s mRikn ds fodkl dh izfØ;k esa dkSu&ls pj.k 'kkfey gSa \ mnkgj.k lfgr o.kZu dhft,A 20 6- eg¡xs fVdkÅ mRiknksa ds fy;s ,d czk .M izca/d ds :i esa vki D;k fu.kZ; ysaxs \ bl lUnHkZ esa yscy djuk dSls mi;ksxh gS \ 12] 8 7-

(d) u;s mRikn dh dher fu/kZj.k fof/;ksa dh mnkgj.k lfgr O;k[;k dhft,A 12 ([k) fu;r dher fu/kZj.k ,oa yphyh dher fu/kZj.k dh fof/;ksa ds chp vUrj Li"V dhft,A 8 8-

(d) vkS|ksfxd mRiknksa esa izeq[k forj.k ekè;e la?k"kZ D;k gSa \ O;k[;k dhft,A 10 ([k) bu la?k"kks± dks dSls gy fd;k tk ldrk gS \ O;k[;k dhft,A 10 9-

(d) foKkiu ds mís';ksa dh O;k[;k dhft,A 8 ([k) fuEufyf[kr mRiknksa ds fy, vki fdu foKkiu ekè;eksa dk p;u djsaxs vkSj D;ksa \ 12

(i) iSlsatj dkj

(ii) eksckby iQksu

(iii) ckWMh ds;j lsok

(iv) VSDlh lsok