IGNOU MMPM-003 December 2023 Previous Year Question Paper

Q1.(a) Explain the following terms with an example :

(i) Trademark/Logo

(ii) Skimming Pricing Strategy

(iii) Brand Associations

(iv) Brand Asset Valuator

(b) Define what constitutes a new product and explain how the responsibility for New Product Development is assigned at the corporate level. [ 2 ]

Q2.(a) With the help of suitable examples , discuss the possible situations where generation of new products ideas occur both internal as well as external to the firm.

(b) What options of different appeals that a marketer can use to reinforce a strong and positive perception for the purpose of building a strong brand image among its customers ? Explain.

Q3.(a) List the brand building blocks and explain how important these blocks are in the consumer decision-making process.

(b) What is brand hierarchy ? Comment on the different levels of brand hierarchy which are accessible for a marketer.

Q4.Answer any three from the following :

(a) Services Differentiation

(b) Utility of Display Matrices

(c) Generation of New Product Ideas

(d) Advantages of Branding the Commodities

(e) Composite Measure of Brand Equity

Q5.(a) Discuss the important criteria used to screen new product ideas. How would you use product profile rating to a new product idea ? Illustrate.

(b) Comment on the need for brand valuation and the methods available for a marketer.