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BM/OCT 2008/MKT534/531/530

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

: : : :

PRODUCT MANAGEMENT MKT534/531/530 OCTOBER 2008 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. 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

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 2008/MKT534/531/530

QUESTION 1 a) Briefly discuss with examples, the term brand equity. (10 marks) b) Discuss the benefits of having a brand name for products and provide examples with your answer. (15 marks)

QUESTION 2 Explain what is meant by competitive advantage and discuss, with specific examples, how products can achieve competitive advantage over rival products. (25 marks)

QUESTION 3 a) A successful product strategy leads to at least three (3) outcomes. Briefly discuss these outcomes and provide examples with your answer. (15 marks) Explain the characteristics of a good product strategy. (10 marks)

b)

QUESTION 4 Pricing is one of the most important decisions a product manager has to make. What are the factors that must be considered in developing an appropriate pricing strategy? (25 marks)

QUESTION 5 It is critical to understand customers since business enterprises tend to depend on them for revenues. Suggest and show with examples an approach to systematically analyze customers. (25 marks)

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BM/OCT 2008/MKT534/531/530

QUESTION 6

a)

How has global marketing influence the practice of product management? (15 marks)

b)

Product managers need to have certain skills in order to be competent and efficient in their job. Typically, what are the skills required of a effective product manager. (10 marks)

END OF QUESTION PAPER

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