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?
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 (productâ€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.
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.
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.
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.
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.
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