(a) Explain with example the concept of anatomy of a product.
(b) Differentiate between a brand mark and a brand name.
(c) Draw an appropriate diagram to illustrate the importance of product differentiation and market research in showing why it will pay firms and indeed the same firms to produce an array of brands of the same goods.
(d) List six reasons for companies to go for globalisation strategies.
(e) What are the three value disciplines put forward by Michael Treacy and Fred Wiersema in the context of the positioning of a company?
(f) Explain the concept of BCG matrix by way of a diagram; label the axes and show where the various product categories fit.
(g) Discuss on the fundamental filters for POD's benefits.
(h) Compare and contrast Stealth Positioning and Breakaway Positioning strategies using appropriate examples.
(i) Describe with example the meaning of shadow branding.
(j) What parts of the marketing planning process answer the question :"Where are we now?"