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(a) Explain with example the concept of anatomy of a product.
(b) Differentiate between a brand mark and a brand name.
(c) Draw an appropriate diagram to illustrate the importance of product differentiation and market research in showing why it will pay firms and indeed the same firms to produce an array of brands of the same goods.
(d) List six reasons for companies to go for globalisation strategies.
(e) What are the three value disciplines put forward by Michael Treacy and Fred Wiersema in the context of the positioning of a company?
(f) Explain the concept of BCG matrix by way of a diagram; label the axes and show where the various product categories fit.
(g) Discuss on the fundamental filters for POD's benefits.
(h) Compare and contrast Stealth Positioning and Breakaway Positioning strategies using appropriate examples.
(i) Describe with example the meaning of shadow branding.
(j) What parts of the marketing planning process answer the question :"Where are we now?"
Customer Relationship Management Customer relationship management (CRM) has been described narrowly as a customer database management activity. Customer relationship manage
About 40 years ago, media guru Marshall McLuhan assume that mass communication would turn the world into a global village. Communication satellites, 24-hour global news channels,
What is Negative communications Number of people affected by a dissatisfied consumer, and thus negative marketing communication messages, is limited. Implications of a poor p
which retailers have the strongest image and equity in your mind? Think about the brands they sell. Do they contribute to the equity of the retailer? conversely, how does that reta
Question1 ‘A company requires a Corporate Communication plan to assist guarantee the success of its overall business plan.' In the light of the above how would you go about ela
Explain why 'Supply' has been described as being more significant than 'Purchasing' for an organisation. Purchasing Purchasing deals with the day-to-day buying of goods.
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. How are Indian customers visiting Shoppers’ Stop any different from customers of developed western countries?
Objectives of the personal selling: personal selling has two types of objectives - long termand short term. The long term objectives, which are more or less permanent, are braoder
what are significant factors that have led to the success of shoppers'' stop? at least 200 words
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