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BM/APR 2007/MKT534/531/530

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

: : : :

PRODUCT MANAGEMENT MKT534/531/530 APRIL 2007 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. 4. 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/APR 2007/MKT534/531/530

QUESTION 1

Customers are the ultimate source of operating income for an organization. As such, customer analysis becomes an important part of a brand manager's job. Discuss the importance of customer analysis to a brand manager with emphasis on what they need to know about current and potential customers. Illustrate your answer with examples. (25 marks)

QUESTION 2 a) Differentiate between a consumer product and an industrial product. (8 marks) b) A product manager will normally make products based on three levels of decisions, one of which is the individual product decision. Discuss this decision by taking a cellular phone as the example. (17 marks)

QUESTION 3 Discuss and elaborate on the brand strategies that product managers can use in their desire to increase the product's market share and diversify their product mix. (25 marks) QUESTION 4 a) Preparing a marketing plan is one of the functions of a product manager. Explain the objectives of preparing the marketing plan. (10 marks) In conducting the market attractiveness analysis, a product manager has to analyze the environmental factors. Discuss five (5) elements of the environmental factors. (15 marks)

b)

QUESTION 5 In developing the product mix pricing strategies, a product manager has various options to use. Discuss with examples the five (5) options. (25 marks)

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BM/APR 2007/MKT534/531/530

QUESTION 6 Product managers today face many challenges in adapting to changes in the marketing environment. Discuss the main changes that are currently affecting product management. (25 marks)

END OF QUESTION PAPER

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