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BM/APR 2009/MKT534/531

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

PRODUCT MANAGEMENT MKT534/531 APRIL 2009 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. This question paper consists of six (6) questions. Answer only four (4) questions only. Start each answer on a new page. Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) the Question Paper an Answer Booklet - provided by the Faculty

4.

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 3 printed pages
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BM/APR 2009/MKT534/531

QUESTION 1 In doing a competitor analysis, product managers must search for information. With examples, discuss two (2) sources of information. (25 marks)

QUESTION 2 Price is an observable component that results in consumers purchasing a product. a) Briefly discuss five (5) pricing objectives to guide a product manager for more precise pricing decision making. (10 marks) Explain five (5) factors of category or industry conditions that must be considered in making right pricing decision. (15 marks)

b)

QUESTION 3 Marketing planning has become a major activity in most firms. As a product manager of a food and beverages company, provide a sample of the marketing plan outline of your product. You are required to elaborate each major components of the plan. (25 marks)

QUESTION 4 Product is a key element in the market offering. Marketing mix planning begins with formulating an offering that brings value to target customers and satisfies their needs. a) b) Differentiate between product line and product mix. (5 marks) Discuss five (5) elements of the individual product decision by using a cellular phone as an example. (20 marks)

QUESTION 5 In the 21 s t century, the role of product managers is changing due to global competition. Discuss four (4) critical skills required to be an effective product manager. (25 marks)

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BM/APR 2009/MKT534/531

QUESTION 6 a) Discuss five (5) purposes of concept testing. (10 marks) b) What are the various formats that a product manager can use to conduct concept testing? (15 marks)

END OF QUESTION PAPER

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