Nalanda Open University
Annual Exam-2017
Post Graduate Diploma in Marketing Management (PGDMM)
Paper-III (Product Management)

Time: 3.00 Hrs. Full Marks: 80
Answer any Five Questions. All questions carry euqal marks.
1. Explain the concept of Brand Equity and examine various methods of brand valuation.
2. Explain product obsolescence. What are its causes?
3. Describe sales forecasting. How can it be used for economic analysis of a new product?
4. Explain the term 'product-line' and 'product-mix'. What factors affect product-line
decision?
5. What do you mean by product-mix? What factors influence change in product-mix?
6. Explain the concept of product portfolio analysis and throw light on its importance in
decision-making.
7. What are the main objectives of price determination? Describe the methods of pricing.
8. What is product planning? Throw light on the traditional view point about product
planning.
9. What is product life-cycle? Explain what measures can be taken for extending the lifecycle
of a product.
10. Write notes on any two of the following
Advertising strategy
Shopping and speciality
Test marketing