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No. of Printed Pages : 4 MCO-06MASTER OF COMMERCE

Term-End ExaminationJune, 2010

c x 1MC0-06 : MARKETING MANAGEMENT

Time : 3 hoursaximum Marks : 100Note : Answer any five questions. All questions carry equal

marks.

Compare and contrast marketing concept with 20societal concept. How do you ensure, as marketingmanager, application of societal concept ofmarketing in rural India ?How can you develop a sound marketing 20information system ? How is it useful inunderstanding market behaviour in general ?

What are the bases for market segmentation ? 20Compare and contrast personality segmentationwith value segmentation.(a) Taking any organisation you are familiar

with as an example, explain the terms,product item, product line, and product mix.10+10

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(b) Explain the concept of expanded marketingmix for services and state its components.

What are the distinctions between brand equity, 20brand image and brand position ? Discuss theirrelevance to pricing decisions.

What do you mean by re-sale price maintenance ? 20How is it regulated in India ?

What is channel conflict ? How can you convert 20channel conflict into business opportunities ?

Can intermediaries be eliminated ? How dointermediariestrengthenarketingcommunication ?

9.No single medium is ideal in all respects".Discuss the statement in the context of ongoingadvertising practices in India.

20

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