Mahatma Gandhi University (MGU) 2005 M.B.A Business Administration Product and Brand Management - Question Paper

M.B.A. DEGREE EXAMINATION, MAY/JUNE 2005

Faculty of Management Studies

Semester IV – Elective – PRODUCT AND BRAND MANAGEMENT

(Common for Branches I(a), I(b) and III(b) / Elective VII for I(b) and III(a) and Elective IX for I(a) and III(b))

Time : 3 Hours Maximum {2003 admissions – 75 Marks
{Prior to 2003 Admissions – 100 Marks

part A

ans any 6 ques..

Write short notes on:
1. New Product Development.
2. Institutionalizing Innovation.
3. PLC.
4. Product line.
5. Brand equity.
6. Brand extension.
7. Value Chain Management.
8. Mass customization.
9. Turbo Marketing.
10. e-commerce.

part B

11. (a) discuss the reasons for failures in New Product Development. How would you overcome them?
Or
(b) What is Brand Management? elaborate your favourite brands and why?

12. (a) What is market segmentation? How would you do the targeting and positioning of a product, when the product is in the declining stage?
Or
(b) explain with examples the concept of product line and product mix.

13. (a) Suggest measures to retain brand loyalty and customer loyalty.
Or
(b) discuss the patterns in Product and Brand Management.
(3 X 11 = 33 marks)
(3 X 17 = 51 marks)

part C

14. Identify a fading brand. What suggestions can you offer to revitalize its brand equity? Apply the various approaches and which strategies would seem to work best.
(1 X 24 = 24 marks)
(1 X 31 = 31 marks)

Earning:   Approval pending.