NPTEL Product and Brand Management Week 3 Assignment Answers 2024

NPTEL Product and Brand Management Week 3 Assignment Answers 2024

1. Generally, the positioning decision consists of four steps. Which of the following is not one of these steps?

• Identify alternative positioning themes by consulting the advertising account team, the product team, and past marketing plans.
• Identify the positioning themes of the competitors.
• Select the position that best satisfies these criteria and can be sold to the marketing organization.
• Implement programs (e.g., advertising) consistent with the product position selected.

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2. Who stated, ‘Positioning is the single largest influence on the buying decision’?

• Geoffrey Moore
• Philip Kotler
• Michael Porter
• Jagdish Sheth

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3. When Aquaguard introduced Aquasure, people believed it was made for the upper class, despite the product being priced at only Rs.1600/-. This is an example of what type of positioning error?

• Under positioning
• Over positioning
• Confused positioning
• Doubtful positioning

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4. Moov’s ‘Aa se Aha Tak’, ‘Move lagakar’ (Apply Moov before you sleep) is an example of what kind of positioning?

• Positioning by attribute
• Positioning by product user
• Positioning by application
• Positioning by product class

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5. Which phenomenon is characterized by a sudden, sustained, and deep drop in new product sales after a period of rapid growth following take-off, followed by a gradual recovery to the former peak?

• Saddle
• Product stagnation
• Lifecycle
• Product Decline

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6. At what stage in the product lifecycle do new competitors enter, profit increase, price stabilize, marketing budgets are slightly raised?

• Introduction
• Growth
• Maturity
• Decline

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7. Which statement is NOT TRUE for products in the maturity stage?

• Profits starts declining.
• Companies always increase their promotion expenditure.
• New competitive forces emerge, and weaker competitors withdraw.
• The rate of sales growth will slow in earliest phase.

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8. ‘CDs, Hard book Encyclopedias, Cable TV Services’ are at what stage of Product Life Cycle?

• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage

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9. Select the option that is NOT an application of perceptual mapping.

• Positioning by attribute
• Positioning by competitors
• Positioning by employees
• Positioning by class

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10. What repositioning strategies can be used to shift a product backward from maturity into growth?
I. Reverse positioning
II. Breakaway positioning
III. Stealth positioning

• I, II, III
• I, II
• I
• II, III

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