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Master
of Business Administration (MBA)/ Master of Business Administration (Online)
MBA(OL) / Master of Business Administration (Banking and Finance) (MBF)/ Master
of Business Administration (Financial Management) (MBAFM)/ Master of Business
Administration (Human Resource Management) (MBAHM)/ Master of Business
Administration (Marketing Management) (MBAMM) / Master of Business
Administration (Operations Management) (MBAOM)/Post Graduate Diploma in
Marketing Management (PGDIMM)/ Post Graduate Diploma in Service Management
(PGDISM)
INDIRA
GANDHI NATIONAL OPEN UNIVERSITY
School
of Management Studies
ASSIGNMENT
For
July
2025 and January 2026 Semesters
Course
Code : MMPC-006
Course
Title : Marketing Management
Assignment
Code : MMPC-006/TMA/JULY/2025
Coverage : All Blocks
Last
date of submission for July 2025 Semester is 31st October, 2025
and
for January 2026 Semester is 30th April, 2026
1.
“Market segmentation is important for target markets and target markets are
important for product positioning.” Select two products one each from FMCG and
consumer durables of your choice and discuss the above statement.
Market
segmentation, targeting and positioning form the strategic backbone of
effective marketing. Segmentation divides a heterogeneous market into smaller,
relatively homogeneous groups based on variables such as demographics,
geography, psychographics, and behaviour. Targeting selects one or more of
these segments to serve, while positioning
2. Do you think that the
Indian marketers are giving the required attention to serve the bottom of the
pyramid and try to develop marketing strategies for people with lesser
purchasing power? Discuss with a suitable example of your choice.
Serving
the Bottom of the Pyramid (BoP) has become an important strategic and social
objective for Indian marketers. While historically mass-market brands focused
on scale and price, over the past two decades many Indian firms and
multinationals have innovated to reach low-income consumers through affordable
products, distribution innovations
3. Identify the basic
factors that prompt a company to brand its products. Select any well-advertised
brand of your choice and define the personality of that brand.
Branding
creates identity, reduces buyer uncertainty, facilitates premium pricing, and
builds long-term equity. Companies decide to brand products for several
reasons: to signal quality and differentiate from competitors, to foster
customer loyalty and repeat purchase, to ease product line extensions, to
command price premiums, and to create intangible assets that support
advertising and licensing. Branding also aids distribution—
4. What makes pricing of
services a challenging task for marketers? Identify any two service offerings
of your choice and propose how to overcome these challenges.
Pricing
services is challenging due to intangible outputs, heterogeneity of service
delivery, simultaneity of production and consumption, and difficulty in
measuring value. Unlike tangible goods, services cannot be inventoried, their
quality often depends on human
5.
Write short notes on following:
(a) Integrated Marketing Communication
(b) Digital Marketing
(c) Factors determining choice of channels of distribution
(d) Marketing Mix at Different Stages of Product Life Cycle (PLC)
a) Integrated Marketing Communication:
Integrated Marketing Communication (IMC) is the strategic coordination of all
promotional tools—advertising, sales promotion, public relations, direct
marketing, and personal selling—to deliver a unified and
b) Digital Marketing:
Digital marketing uses online channels—search engines, social media, email,
mobile apps, and websites—to reach and engage customers. It enables precise
targeting, real-time analytics, two-way communication, and cost-
.
c) Factors determining choice of channels of distribution:
Channel choice depends on product characteristics, market coverage objectives
(intensive, selective, exclusive), cost and control considerations, buyer
behavior, intermediary capabilities, and legal/regulatory
d) Marketing Mix at Different Stages of Product Life Cycle (PLC):
At the introduction stage, focus is on product awareness—marketing emphasizes
promotion, selective distribution, and penetration or skimming pricing
depending on objectives. During growth,
Dear
students, get fully solved assignments online
Do send
your query at:-
Mobile:
08263069601
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