This document provides instructions for students to submit their semester assignments. It includes details like the course code, title, assignment code and coverage. It contains 4 questions related to marketing concepts like product vs service marketing, marketing organization, market segmentation, and marketing research. Students are asked to answer all questions and submit the assignment by a given deadline to their study center coordinator.

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ASSIGNMENT
Course Code : MS - 06
Course Title : Marketing for Managers
Assignment Code : MS-06/TMA/SEM - II/2015
Coverage : All Blocks
Note : Attempt all the questions and submit this assignment on or before 31st October, 2015 to
the coordinator of your study centre.
Q. 1. (a) “Distinguish between Product Marketing Vs. Services Marketing with suitable
illustrations”. Explain why service marketing is considered as more challenging than product
marketing. Elaborate with suitable examples.
Answer:Marketingproductsandservicescanhave manysimilaritiesaswell as differences. Products
and services benefit from adding trust and name recognition into the marketing materials, but
products can be impulse purchases whereas services need time for delivery. There are several
differencesbetweenmarketingproductsandservices,mostof whichcenteronrelationshipbuilding.
These are the 10 factors which explain why managing a product business and a service business is
vastlydifferent.See if youcanfigure out,for each of these 10 factors, how theywill impactthe cost
structure, the assets, the task of managing,
(b) Marketing involves much more than selling and adverting” Discuss.
Answer:Time:Sellingaservice alsomeansyou're sellingyourtime.Whenyousell aproduct,there is
time invested to create or acquire the product and then it is sold again and again without further
time invested.Servicesbytheirverynature are time-intensive activities because there is no way to
continue providing a service without continuing to invest time performing the service. Time is an
important part of marketing a service because if you

2. Q. 2. (a) What are the major objectives of Sales Promotion initiated by firms? Discuss the role and
responsibilitiesofa SalesManagers in conceiving and executing such sales promotion programs of
any FMCG, company of your choice.
Answer:Sales promotion is a tool used to achieve most of the five major promotional objectives:
 Building Product Awareness – Several sales promotion techniques are highly effective in
exposing customers to products for the first time and can serve as key promotional
components in the early stages of new product introduction. Additionally, as part of the
effort to build product awareness, several sales promotion techniques possess the added
advantage of capturing customer information at the time of exposure to the promotion. In
this way sales promotion can act as an
(b) Discuss the major considerations involved in designing Marketing Organization. Explain taking
one example from the following:
Answer:The marketing organization is an attribute of marketing plans and campaigns. It is part of
the SAP organizational model that enables you to define how your company structures
responsibilitiesinitsmarketingactivities.Youuse the marketing organization to map the marketing
logical enterprise structure to the organizational units in your company.
The marketing organization has the following attributes:
 Product category
 Country
Q. 3. (a) What is Segmentation? Why and when marketers undertake segmentation activity?
Discuss the Segmentation variable you will consider to segment.
i) an FMCG product of your choice
ii) a 650 C.C. motorcycle targeted at Urban India
Answer:Marketsegmentationisamarketingstrategywhichinvolves dividing a broad target market
into subsets of consumers, businesses, or countries who have, or are perceived to have, common
needs, interests, and priorities, and then designing and implementing strategies to target them.
Market segmentation strategies are generally used to identify and further define the target
customers,andprovide supportingdataformarketingplanelements such as positioning to achieve
certainmarketingplanobjectives.Businessesmaydevelop product differentiation strategies, or an
undifferentiated approach, involving specific
(b) What do you understand by the term Marketing Research and discuss its scope and challenges
in the Indian business environment.
Answer:Marketingresearchis"the processor setof processesthat links the consumers, customers,
and end users to the marketer through information — information used to identify and define

3. marketingopportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketingperformance;andimprove understanding of marketing as a process. Marketing research
specifies the information required to address these issues, designs the method for collecting
information, manages and implements the data collection process, analyzes the results, and
communicates the findings and their implications."
It is the systematic gathering, recording, and
Q. 4. (a) As a distribution logistics manager of an e-tailer /on line marketer what are the various
physical distribution tasks that you would consider and why?
Answer:Ata basic level,anycommercialtransactionthatinvolves a direct sale to a consumer at any
point of time may be termed as retailing. It can be the selling of apparel, books, music, footwear,
grocery items or other things. Such a retail trade could take place in a shopping mall, a mom-and-
popstore,a departmentstore,orina friendlyneighborhoodgroceryshop.Mostof such retail trades
that can be done through the brick-and-mortar retailing route can be successfully replicated over
the Internet as well. In the traditional sense, the term Retailing referred to the final transaction
between a business and a customer (B2C).
(b) Discuss the 4 PS of Marketing mix with suitable examples. Discuss the role of packaging as a
tool for market development with suitable illustrations.
Answer:The term "marketing-mix" was first coined by Neil Borden, the president of the American
Marketing Association in 1953. It is still used today to make important decisions that lead to the
execution of a marketing plan. The various approaches that are used have evolved over time,
especially with the increased use of technology.
The marketingmix isa businesstool usedinmarketing andbymarketers.The marketingmix isoften
crucial whendeterminingaproductor brand's offer,andisoften associated with the four P's: price,
product, promotion, and place. In service marketing, however, the four Ps are expanded to the
seven P's or Seven P's to address the different nature of
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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Call us at : 08263069601