MANAGEMENT PROGRAMME
Term-End Examination
June, 2015
MS-6 : MARKETING FOR MANAGERS
 SECTION - A
1. (a) Explain the reasons for the growth of theservice sector.
(b) Explain the unique characteristics ofservices that differentiate them from goods,
giving suitable examples.
2. (a) What do you understand by the term'marketing research'? Briefly outline the
marketing research process.
(b) How do social factors like reference groupsand family affect consumer decision ?
Explain with the help of suitable examples.
MS-6 1 P.T.O.
3. (a) Discuss the advantages and disadvantagesof 'branding'. Suggest a suitable brand name
for a new chocolate cream based biscuittargeted at children. Justify your choice.
(b) What is marginal cost pricing ? What areits advantages and disadvantages ?
4. Write short notes on any three of the following :
(a) Perceptual mapping technique.
(b) Considerations involved in designing the market organisation.
(c) Types of purchase decision behaviour.
(d) Product Life cycle.
(e) Promotion Mix.