Avoid plagiarism, matching ratio should not exceed 10%
Requirement:
- Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page.
- Students must mention question number clearly in their answer.
- Late submission will NOT be accepted.
- Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.
- All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).
- Submissions without this cover page will NOT be accepted.
CRITICAL WRITING
Today, there is a great multitude and varieties of new products available in stores and online, from which consumers can choose. Think about the new products you’ve seen in the past two or three years, then choose a new product from any category.
Questions (2×5 = 10 Marks)
1. How would you define the attributes and benefits of the chosen product?
2. Define the core, actual, and augmented product benefits.
3. Briefly describe the steps in the new product development process.
4. Each product will have a life cycle, although its exact shape and length are not known in advance. Explain each step in the PLC.
5. What are the dimensions upon which a company manages its product portfolio?
PLEASE CHECK THE ATTACHED RUBRIC FILE…
See below rubric FYI & further reference:
1.Describe the attributes and benefits of the chosen product?
|
Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
|
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. |
2.Define the core, actual, and augmented product benefits.
|
Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
|
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. |
3.Briefly describe the steps in the new product development process.
|
Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
|
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. |
4.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.
|
Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
|
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. |
5.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?
|
Criteria/ achievement levels |
Good mark |
Average Mark |
Low Mark |
|
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. |
