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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 the difference between goods marketing and services marketing?
Question: (a) Describe and illustrate with clear examples the concept of the ‘Integrated Communication Mix' (b) Using the AIDA model, explain how both Public Relations and
Question: "If a decade ago, we had had a greater understanding of the business and organizational dynamics of technology, I think we would now have an even greater payback from
Question: a) Wilson Publishing - which publishes a series of textbooks in management by different authors - intends to give a new book on Marketing. Marketing is an area they h
Question: When the customer pays for a product or service, it is assumed that the product will work correctly or that the service received is as promised. Ideally, the customer
Segmentation is an integral part of marketing process and it is common to witness many marketing campaigns fail due to improper segmentation strategies. Lack of knowledge of the de
understand the prospects for growth in global services
What are joint ventures? Joint ventures: Joint ventures can be termed as “an enterprise in that two or more investors share ownership as well as control over property ope
What are affective measures of customer satisfaction? Affective Measures of Customer Satisfaction Measurement: A consumer’s attitude as liking or disliking towards a produ
"consumer mind is a block box"-discuss
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