Karnataka State Open University (KSOU) 2010 M.B.A Third Semester - Elective – B : keting (Freshers) – 16 B : Product and Brand Management - Question Paper
Illlllllllllllllllll MB 116 B
Third Semester M.B.A. Examination, July 2010 MANAGEMENT Elective - B : Marketing (Freshers) Course - 16 B : Product and Brand Management
Time : 3 Hours Max. Marks : 75
SECTION - A
1. Answer any five questions. Each question carries two marks : (5x2=10)
a) Define product category.
b) What is Line Pruning ?
c) What is Augmented Product ?
d) What is Generic competition ?
e) What are the secondary sources of information for competitor analysis ?
f) What is sales forecasting ?
g) What is primary packaging ?
SECTION - B
Answer any four questions. Each question carries five marks : (4x5=20)
2. Give an outline of a product focussed organizations.
3. What are aggregate market factors affecting category attractiveness ?
4. What are the methods for assessing market potential ?
5. Why it is important to ascertain the customer life time value ?
6. Explain the merits and demerits of brand extension strategy.
7. Explain why packaging is important in marketing consumer products.
(3x10=30)
8. Describe the role of a product Manager in marketing management.
9. What are the characteristics of consumer product ? Explain the various schemes for classifying the consumer product.
10. Explain the steps in marketing planning process.
11. Give a detailed description of Indian consumer market.
12. What is Brand Equity ? Explain the various methods for building brand equity of a product.
SECTION - D
13. Case (Compulsory) :
(1x15=15)
Amul is planning to introduce a Yoghurt based product in the Delhi market during the current festival period. The product is new to Delhites who are otherwise fond of sweets.
Develop a detailed advertisement for promoting Yoghurt in Delhi.
Illlllllllllllllllll MB 116 B
Third Semester M.B.A. Examination, July 2010 MANAGEMENT Elective - B : Marketing (Freshers) Course - 16 B : Product and Brand Management
Time : 3 Hours Max. Marks : 75
SECTION - A
1. Answer any five questions. Each question carries two marks : (5x2=10)
a) Define product category.
b) What is Line Pruning ?
c) What is Augmented Product ?
d) What is Generic competition ?
e) What are the secondary sources of information for competitor analysis ?
f) What is sales forecasting ?
g) What is primary packaging ?
SECTION - B
Answer any four questions. Each question carries five marks : (4x5=20)
2. Give an outline of a product focussed organizations.
3. What are aggregate market factors affecting category attractiveness ?
4. What are the methods for assessing market potential ?
5. Why it is important to ascertain the customer life time value ?
6. Explain the merits and demerits of brand extension strategy.
7. Explain why packaging is important in marketing consumer products.
(3x10=30)
8. Describe the role of a product Manager in marketing management.
9. What are the characteristics of consumer product ? Explain the various schemes for classifying the consumer product.
10. Explain the steps in marketing planning process.
11. Give a detailed description of Indian consumer market.
12. What is Brand Equity ? Explain the various methods for building brand equity of a product.
SECTION - D
13. Case (Compulsory) :
(1x15=15)
Amul is planning to introduce a Yoghurt based product in the Delhi market during the current festival period. The product is new to Delhites who are otherwise fond of sweets.
Develop a detailed advertisement for promoting Yoghurt in Delhi.
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