Question Description
- Describe the attributes and benefits of the chosen product?
- Define the core, actual, and augmented product benefits.
- Briefly describe the steps in the new product development process.
- Each product will have a life cycle, although its exact shape and length are not known in advance. Briefly explain each step in the PLC.
- Which strategies a company should make regarding its portfolio of current and future products. What are the dimensions upon which a company manages its product portfolio?
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Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
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Student should describe the attributes and benefits of the chosen product. |
Marks: 100 Good description of the attributes (features, functions, uses, product design, brand name, level of quality…) and benefits of the chosen product (product’s utility, what that product does for a customer…) |
Marks: 50 Student describe only few attributes and benefits of the chosen product (poor description). |
Marks: 0 No response or the whole answer is false. |
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Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
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Student should distinguish between various levels of a product. |
Marks: 100 Good definition of the various levels of a product (the core, actual, and augmented product benefits) |
Marks: 50 Student did not provide clear and complete definition of the various levels of a product. |
Marks: 0 No response or the whole answer is false. |
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Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
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Student should describe the various steps in the new product development process. |
Marks: 100 Good and clear definition of the various steps in the new product development process (idea generation, ideas screening, concept development, marketing strategy, business analysis, concept testing and commercialization). |
Marks: 50 Student did not provide clear explanation of the various steps in the new product development process (correct name of the steps but poor description). |
Marks: 0 No response or the whole answer is false. |
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Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
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Student should describe the various stages in the product life cycle. |
Marks: 100 Good and clear definition of the various stages in the product life cycle (Introduction stage, Growth stage, Maturity stage, Decline stage) |
Marks: 50 Student did not provide clear and complete explanation of the various stages in the product life cycle (correct name of the stages but poor description). |
Marks: 0 No response or the whole answer is false. |
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Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
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Student should explain dimensions upon which a company manages its product portfolio. |
Marks: 100 Good and clear explanation of the various dimensions upon which a company manages its product portfolio (product mix width, product mix length and product mix depth). |
Marks: 50 Student did not provide clear and complete explanation of the dimensions (correct name of the dimensions but poor description). |
Marks: 0 No response or the whole answer is false. |
