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MKT534/531 OCTOBER 2007

MKT534/531 OCTOBER 2007

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PRODUCT MANAGEMENT
PRODUCT MANAGEMENT

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CONFIDENTIAL

BM/OCT 2007/MKT534/531

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

: : : :

PRODUCT MANAGEMENT MKT534/531 OCTOBER 2007 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. 4. This question paper consists of six (6) questions. Answer four (4) questions only 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
© Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

Illustrate your answers with relevant examples. in terms of brand equity are Coca-Cola. (25 marks) QUESTION 5 In a recent study. six (6) major market factors would have to be thoroughly studied. (10 marks) b) Discuss the various pricing objectives available to a product manager. Discuss in detail these six (6) factors and provide examples with your explanations. (25 marks) QUESTION 4 In analyzing the attractiveness of a market. how products can achieve competitive advantage over rival products. the world's best brands. Elaborate the components of a marketing plan. Microsoft. IBM and General Electric (GE) respectively. Discuss the relationship between price and perceived quality. with specific examples. (10 marks) b) In your opinion. a) Explain the term "brand equity". (15 marks) QUESTION 3 The development of the annual marketing plan is one of the most important responsibilities of a product manager.CONFIDENTIAL 2 BM/OCT 2007/MKT534/531 QUESTION 1 Explain what is meant by 'competitive advantage' and discuss. what are the factors that make Coca-Cola the number one brand in the world? (15 marks) © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL . (25 marks) QUESTION 2 a) Consumers normally equate price with quality.

Discuss the five (5) roles of these customers. a product manager must analyze who are the actual customers. (15 marks) END OF QUESTION PAPER © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL .CONFIDENTIAL 3 BM/OCT 2007/MKT534/531 QUESTION 6 a) b) Discuss the importance of customer analysis to a company. (10 marks) For a product to be successful in the market.

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