Punjab Technical University 2007-3rd Sem M.B.A - PRODUCT AND BRAND MANAGEMENT - Question Paper

PRODUCT AND BRAND MANAGEMENT
MBA
MB-546
3RD /4TH 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 (15x2=30)

1. Answer every ques. in 40-60 words

a. What is a brand?
b. What is the width of product mix?
c. What are new product categories?
d. Explain learning curve analysis?
e. What is preference segmentation?
f. Outline new product adoption process.
g. Explain the relevance of packaging.
h. What is product portfolio analysis?
i. What do you understand by product repositioning? provide examples.
j. What is product differentiation?
k. Give classification of consumer goods.
l. What is market expension?
m. Explain product modification and detection.
n. What is market structure analysis?
o. List various techniques of idea generation.


Section B Marks;5 every

2. What is a product? discuss the major decisions taken by the brand manager while branding?
3. What do you understand by market evolution? explain in detail various stages of market evolution.
4. Explain in detail the innovation diffusion and adoption process?
5. What is benefit segmentation? How product positioning is done in this segmentation? discuss with the help of examples.
6. What is meant by brand equity? elaborate the benefits of a strong brand to the owner of the brand and the customer.
7. What do you understand by “New Product”? explain the stages of new product development process.
8. What is product life style? explain the major marketing strategies using suitable examples.
9. Explain GE market attractiveness-business strengths matrix model in detail.
10. What is product planning? discuss in detail the need and relevance of product planning?
11. Explain product mix with suitable examples. What is line stretching?

Earning:   Approval pending.