Punjab Technical University 2005 M.B.A Business Administration PRODUCT AND BRAND MANAGEMENT (N2) MB 509 - Question Paper

PRODUCT AND BRAND MANAGEMENT (N2) MB 509 3rd/4th Sem May 2k5

Max marks 60
Note: part A is compulsory. Attempt any 4 ques. from part B.

Section A Marks two every
1.
(a) Highlight the benefits of product testing.
(b) What is portfolio analysis?
(c) What is the meaning of licensing?
(d) What is differentiation?
(e) What is conjoint analysis?
(f) What is brand identity?
(g) Highlight the importance of labeling.
(h) What do you mean by price elasticity of demand?
(i) What are the functions of packaging?
(j) What are the objectives of test marketing?

part B Marks 10 every

2. Highlight the benefits of New Product Development to an organization. elaborate the steps involved in the process of New Product Development.

3. discuss the different stages of the Product Life Cycle. Outline the different marketing strategies to be pursued at different stages of the Product Life Cycle.

4. (a) discuss the option pricing strategies for the New Product.

(b) Outline the characteristic features of a good brand name.

5. (a) elaborate the steps involved in the brand building process?
(b) discuss the benefits and drawbacks of franchising.

6. Highlight the concept of brand positioning. What is the meaning of brand equity?

7. Write notes on:
(a) Benefit segmentation.
(b) Product Classification.

Earning:   Approval pending.