Punjab Technical University 2006-3rd Sem M.B.A - PRODUCT AND BRAND MANAGEMENT - Question Paper

1413
PRODUCT AND BRAND MANAGEMENT
M.B.A
MB-509
IIIrd /IVth Semester (2096)

Time: three Hours Max Marks:75

Note: Part A is compulsory and have 15 short ans ques. of two marks every. Part B is consists of 12 long ans ques. of five marks each,out of which you have to attempt 9 ques..


PART A
1.
a. Define a Product.
b. What are purposes of market potential analysis?
c. Define Product Differentiation.
d. What do you mean by benefit segmentation.
e. What do you mean by conjoint analysis?
f. What is meaning of brand personality?
g. Highlight the meaning of brand positioning.
h. What are the purposes of conducting product testing.
i. What do you mean by licensing?
j. What is franchising?
k. What are the different sources for new product ideas.
l. What are the reasons for failure of new products?
m. What is meant by perceptual mapping?
n. Define brand equity.
o. Outline the meaning of brand identity.

Part B

2. Write a note on Product classification, with suitable illustrations.
3. Explain salient feature of various methods of demand forecasting for a product.
4. Highlight different strategies to be followed at various stages of product Life Cycle, by citing examples.
5. Write a note on the process involved in the development of a new product.
6. Why it is important to conduct Test Marketing? What factor should be kept in mind while conducting test marketing?
7. Outline different pricing strategies a company can persue..
8. What are the characteristics of a good brand name? provide suitable examples in support of your ans
9. Elaborate the brand bulding process, with suitable illustrations.
10. Outline the functions of packaginf , with examples.
11. Write a note on price elasticity of demand, with suitable illustrations.
12. What are the option positioning strategies? Illustrate with examples.
13. Outline the functions and features of a good product tag.

Earning:   Approval pending.