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Question 1:
(a) What is brand management? What are your favourite brands and why?
(b) Select two consumer brands of your choice which compete in the same market. Evaluate their relative points of parity and points of difference using the positioning guidelines to support your answer.
(c) Explain the concept of shadow branding.
Question 2:
Critically explain the reasons for failures in New Product Development (NPD) and how would you overcome them?
Question 3:
Write short notes on the following :
(a) BCG Matrix Model (b) Brand Equity (c) How to revitalise an unrecognised brand (d) Concept of selling the brand inside (e) Anatomy of a Product
Advertising and sales promotion Advertising and sales promotion allow for a high level of control over the message, from design to transmission. Interestingly, they afford only
consumermind is a black box - discuss.
Mm - wht is test mktg? Explain various approaches that are followed by FMCG co. in test mktg
.EVOLVING VIEWS OF MARKETING ROLE IN A COMPANY
1. Describe Back to Nature’s target market. [5 marks] 2. Outline Back to Nature’s (business and marketing) objectives. [5 marks] 3. Describe and evaluate the promotional strategies
Communication Differences Having identified need to communicate with several different audiences, it seems appropriate to conclude this opening module by examining differences
Name the main marketing communication disciplines or tools There are five main marketing communication disciplines or tools: advertising, sales promotion, personal selling (see
This comprises the marketing tools and techniques an organization uses to achieve its targets relative to a specific goal market audience.
After their first arrival, the telephone, email, fax, mobile phone and the internet were rapidly accepted in business contacts and for doing business transactions, creating fresh c
WHAT ARE THE CHALLENGES IN MARKETING MANAGEMENT IN SMALL SCALE RESTAURANTS AND TAKEAWAY
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