MS-06 Marketing For Managers Previous Paper

MBA - Master of Business Administration

Note : (i) Attempt any three questions from Section A.
(ii) Section B is compulsory

SECTION A

1 a). Discuss the factors that you would take into account in designing marketing organization.

b) As the marketing chief of a highly progressive herbal skin care company, poised to tap and penetrate the south Indian market, what kind of marketing organization you like to evolve?

2. a) Discuss in brief the various pricing strategies use by marketers. Suggest suitable pricing strategy for

i) Standardized software package
ii) Mid-sized passenger car

b) Explain the concept of PLC and its utility for marketers?

3. a) In an environment that's getting increasingly competitive, channel partners are greatly influencing consumer buying decisions.

Do you agree with the above statement? Substantiate your response with suitable examples.

b) Discuss the implications of new product development decision on the business enterprise.

4. a) How do you explain the substantial increase in expenditures for services relative to expenditures for goods in the last few decades?

b) How can market research help the manager of a service organization? List examples for a hotel, airlines and hospital.

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

a) STP strategies
b) Packaging as a pull strategy
c) Elements of promotion mix
d) Methods of sales forecasting
e) Recruitment and selection of a salesmen

SECTION B

Please read the case given and answer the questions that follow:

Hotel holiday Inn spends a large amount of money on a bonus programme for frequent hotel guests, while the hilton corporation, a direct competitor spends hardly a fifth of the amount spent by Holiday inn on it.

Hilton puts most of its marketing resources into nationwide print and television advertisements, while holiday inn does little of either.

Traditionally, demandfor hotel rooms has outpaced supply. But now cities have too many hotels; occupancy rates have come down and the room rates have also come down.

Holiday inn believes that with its bonus programme, they can gather detailed information about the frequent customers and they can be approached through direct main, and also offer incentives like free meals, free stay in hotels particularly where occupancy is low. Yet competitors such as Jilton are of opinion that Holiday Inn is merely rewarding guests who would otherwise also stay at Holiday Inn.

Questions

i) How is marketing a service different from marketing a good?
ii) What techniques Holiday inn should use to fill more rooms?