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BM/OCT 2010/MKT534/531/530

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

PRODUCT MANAGEMENT MKT534/531/530 OCTOBER 2010 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. This question paper consists of six (6) questions Answer any 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:

4.

i) ii)

the Question Paper an Answer Booklet - provided by the Faculty

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/OCT 2010/MKT534/531/530

QUESTION 1 a) Today, the role of product managers is changing due to challenges from global competition. Discuss three (3) critical skills that an effective product manager must have to overcome those challenges. (12 marks) b) Describe product-focused organization and its advantages and disadvantages. (13 marks) QUESTION 2 a) b) Differentiate between a consumer product and an industrial product. (10 marks) A product manager will normally make products based on three levels of decisions, one of which is the individual product decision. Discuss this decision using a laptop as your example. (15 marks)

QUESTION 3 a) In analyzing the attractiveness of a market, six (6) aggregate market factors would have to be thoroughly studied. Discuss three (3) major market factors and provide examples in each of your explanation. (15 marks) High buyer bargaining power is negatively related to industry attractiveness. In such circumstances, buyers can force down prices and play competitors off against one another. Describe three (3) conditions that take place when buyer bargaining power is high. (10 marks)

b)

QUESTION 4 Pricing is the only marketing mix that could generate revenue, and it is one of the most important decisions a product manager has to make. Discuss the factors that must be considered in developing an appropriate pricing strategy. (25 marks)

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BM/OCT 2010/MKT534/531/530

QUESTION 5 It is vital to target the right customers and understand their needs and wants. Since business enterprises tend to depend on them for revenues, a thorough analysis could help businesses to gain profitable return. Suggest and show with examples an approach to systematically analyze customers. (25 marks)

QUESTION 6 You are required to give a briefing to your subordinates on the importance of concept testing and how to do it. Discuss four (4) purposes of concept testing, and explain to them three (3) major ways of executing a concept testing. (25 marks)

END OF QUESTION PAPER

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