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BM/APR 2010/MKT534/531

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

PRODUCT MANAGEMENT MKT534/531 APRIL 2010 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. This question paper consists of six (6) questions. Answer only four (4) questions in the Answer Booklet. 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

3.

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 2010/MKT534/531

QUESTION 1 Disouss the changes that currently affect the way products are managed. Illustrate your answers with examples. (25 marks)

QUESTION 2 According to recent studies, the world's best brands (in terms of brand equity), are CocaCola followed by Microsoft, McDonald's and General Electrics (GE). a) Explain the term "brand equity". (10 marks) b) Discuss the factors that contributed to make Coca-Cola the number one brand in the world. Identify the characteristics that differentiate the brand from its competitors. (15 marks)

QUESTION 3 In analyzing the attractiveness of the market, six (6) major market factors would have to be thoroughly studied. Discuss in detail these six (6) factors and provide examples with your explanations. (25 marks)

QUESTION 4 a) Consumers will normally equate price with quality. Discuss this relationship between price and perceived quality. Illustrate your answers with relevant examples. (10 marks) b) Discuss the various pricing objectives that are available to a product manager. (15 marks)

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BM/APR 2010/MKT534/531

QUESTION 5 a) The development of the annual marketing plan is one of the most important responsibilities of a product manager. Briefly explain five (5) objectives of marketing plan. (10 marks) Elaborate on the components of a marketing plan and provide a brief description of each major component of the plan. (15 marks)

b)

QUESTION 6 a) Identify and briefly explain five (5) reasons for product failure. (10 marks) b) With reference to the Product Life Cycle, discuss the strategies that can be used to manage products that are in the maturity stage of the cycle. (15 marks)

END OF QUESTION PAPER

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