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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
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BM/OCT 2007/MKT534/531

QUESTION 1 Explain what is meant by 'competitive advantage' and discuss, with specific examples, how products can achieve competitive advantage over rival products. (25 marks) QUESTION 2 a) Consumers normally equate price with quality. Discuss the relationship between price and perceived quality. Illustrate your answers with relevant examples. (10 marks) b) Discuss the various pricing objectives available to a product manager. (15 marks) QUESTION 3 The development of the annual marketing plan is one of the most important responsibilities of a product manager. Elaborate the components of a marketing plan. (25 marks) QUESTION 4 In analyzing the attractiveness of a market, six (6) major market factors would have to be thoroughly studied. Discuss in detail these six (6) factors and provide examples with your explanations. (25 marks)

QUESTION 5 In a recent study, the world's best brands, in terms of brand equity are Coca-Cola, Microsoft, IBM and General Electric (GE) respectively. a) Explain the term "brand equity". (10 marks) b) In your opinion, what are the factors that make Coca-Cola the number one brand in the world? (15 marks)

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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, a product manager must analyze who are the actual customers. Discuss the five (5) roles of these customers. (15 marks)

END OF QUESTION PAPER

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