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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
What is granular disintegration In dry climates a yet another mechanism operates much like frost action, in this process the ground water is drawn to the surface, which on ev
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Question 1: (a) Critically assess the usefulness of databases for a firm using multi-level direct marketing channels. (b) Describe how a database enables a firm to identi
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Products and Services Marketing Offers-Services, Products and Experiences Companies introduce needs by putting forth a value proposition, a set of benefits that the
Question 1: (a) As a Consultant in direct marketing, how would you convince your corporate customers to use the tools and techniques of direct marketing to grow their busines
Problem: Elasticity, Total Revenue and Marginal Revenue For Each of the following cases, what is the expected impact on the total revenue of the firm? Explain your reasoning
what is the difference between perception and positioning in marketing mix
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