Management Programme
ASSIGNMENT
FIRST SEMESTER
2018
MS - 06: Marketing for Managers
School of Management Studies
INDIRA GANDHI NATIONAL OPEN UNIVERSITY
MAIDAN GARHI, NEW DELHI – 110 068
MS- 06
ASSIGNMENT
Course Code : MS - 06
Course Title : Marketing for Managers
Assignment Code : MS-06 /TMA/SEM - I/2018
Coverage : All Blocks
Note: Attempt all the questions and submit this assignment on or before 30th April, 2018 to the
coordinator of your study centre.
1. (a) Define the term „Marketing‟ with suitable examples. Discuss the scope and significance of
marketing function in a developing and fast emerging economy like India.
(b) What are the various components/ elements of marketing mix in case of products and
services marketing. Discuss with suitable examples of your choice.
2. (a) Explain the concept of Product Life Cycle by taking an example one each from a consumer
durable and any service offering of your choice.
(b) Distinguish the concept of market vs the concept of a segment and their relationship in
marketing, with suitable illustration.
3. (a) Discuss the various steps involved in the marketing research process that help in decision
making process. Briefly discuss a few application areas of marketing research in the current
business environment.
(b) Distinguish a Product from a Brand with suitable examples. Explain packaging as a market
development tool.
4. (a) Why pricing and promotional elements of marketing mix primarily decide the success of
any brand? Explain. Discuss the strategic and tactical decisions that a manager should consider
in pricing and promoting the firms offering. Take one product and one service offering and
discuss their success story.
(b) “Consumer” is the king does this statement still holds good in the era of online/digital
marketing? If yes or no substantiate and justify accordingly.