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BM/OCT 2009/MKT534/531

UNIVERSITl TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

PRODUCT MANAGEMENT MKT534/531 OCTOBER 2009 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 2009/MKT534/531

QUESTION 1 Discuss and elaborate on the market factors that will influence the attractiveness of a product in the market. Illustrate your answer with examples. (25 marks) QUESTION 2 a) Basically a company has four (4) choices when it comes to brand strategy. As a product manager of breakfast cereals at Nestle, discuss and elaborate on the four (4) brand strategies that you can use to increase the product's market share and diversify the product mix. (15 marks) As a brand manager, what would be the appropriate strategies that you would use to sell 'branded' products during an economic recession? (10 marks)

b)

QUESTION 3 In assessing the underlying attractiveness of a product category, Porter has developed a model based on five (5) factors. Discuss the factors and provide examples with your answer. (25 marks)

QUESTION 4 Explain what is meant by 'competitive advantage' and discuss, with specific examples, how products can achieve competitive advantage over competitors products. (25 marks)

QUESTION 5 a) Briefly explain five (5) strategic reasons for new product development. (10 marks) b) Discuss, with examples, five (5) major reasons for new product failure. (15 marks)

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BM/OCT 2009/MKT534/531

QUESTION 6 Understanding customers is important for companies to generate revenue and to increase profits. Suggest and show, with examples, an approach to systematically analyze customers. (25 marks)

END OF QUESTION PAPER

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