Question :

(a) Describe with examples the concept of product line and product mix.

(b) Compare and contrast Reverse Positioning and Breakaway Positioning strategies.

(c) Differentiate between portfolio branding and umbrella branding.

(d) Describe with the help of appropriate diagram the concept of gap analysis in the context of marketing objectives.

(e) Describe with examples the difference between convenience products and shopping products.

(f) Directional Policy Matrix is an enhancement of the SWOT analysis. Explain the said concept.

(g) List five of the elements that should constitute an effective marketing plan.

(h) Describe five of the pitfalls of brand positioning.

(i) What is a trademark and how is it different from a company's name?