MS 63 IGNOU MBA Assignments Jan-June 2015

1. Explain the concept of ‘product line’ and ‘product mix’ giving suitable examples. Discuss the factors influencing the product line decisions.

2. What do you understand by the term ‘product positioning’? What are the key considerations in designing a positioning strategy for a product? Describe the alternative basis of positioning that you can apply for a packaged fruit juice.

3. Taking the example of wrist watches, discuss how you can generate new product ideas using
a) Attribute analysis
b) Focus groups

4. What are the objectives of test marketing? How would you go about test marketing a new flavor of instant noodles?

5. What do you understand by the terms ‘convenience products’ and ‘speciality products’? How does the buying behavior for the two differ? Explain its implications for marketers.

6. With the help of examples explain how a company’s marketing mix strategies may vary depending on different stages of product life cycle.

7. Explain the factors that can he responsible for the failure of a new product, giving suitable examples.

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