CONFIDENTIAL

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
© Hak Cipta Universiti Teknologi MARA CONFIDENTIAL

buyers can force down prices and play competitors off against one another. Discuss three (3) critical skills that an effective product manager must have to overcome those challenges. 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. In such circumstances. and it is one of the most important decisions a product manager has to make. (15 marks) QUESTION 3 a) In analyzing the attractiveness of a market. Discuss three (3) major market factors and provide examples in each of your explanation. the role of product managers is changing due to challenges from global competition. (10 marks) A product manager will normally make products based on three levels of decisions. six (6) aggregate market factors would have to be thoroughly studied. (12 marks) b) Describe product-focused organization and its advantages and disadvantages. Discuss this decision using a laptop as your example. one of which is the individual product decision. (13 marks) QUESTION 2 a) b) Differentiate between a consumer product and an industrial product. (15 marks) High buyer bargaining power is negatively related to industry attractiveness. (25 marks) © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL . Discuss the factors that must be considered in developing an appropriate pricing strategy.CONFIDENTIAL 2 BM/OCT 2010/MKT534/531/530 QUESTION 1 a) Today.

and explain to them three (3) major ways of executing a concept testing. Discuss four (4) purposes of concept testing.CONFIDENTIAL 3 BM/OCT 2010/MKT534/531/530 QUESTION 5 It is vital to target the right customers and understand their needs and wants. (25 marks) END OF QUESTION PAPER © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL . a thorough analysis could help businesses to gain profitable return. Suggest and show with examples an approach to systematically analyze customers. Since business enterprises tend to depend on them for revenues. (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.

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