CONFIDENTIAL

BM/APR 2008/MKT534/531

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

: : : :

PRODUCT MANAGEMENT MKT534/531 APRIL 2008 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

CONFIDENTIAL

BM/APR 2008/MKT534/531

QUESTION 1

"Two important components of customer satisfaction is customer service and customer relationship management which occurs only when a purchase is made". Discuss the above statement with special reference to customer relationship management. (25 marks) QUESTION 2 a) Briefly discuss four (4) strategic reasons for new product development. (10 marks) b) Studies have shown that about 80% of new products fail in the market. Discuss five (5) major reasons that contribute to new product failure. Provide examples in your answer. (15 marks)

QUESTION 3 a) Discuss the marketing strategies that can be used in managing products that are in the growth stage of the product life cycle. (15 marks) The product life cycle concept is a useful marketing tool when designing specific marketing strategies. However, this concept has its strengths and weaknesses. Briefly describe the weaknesses of the product life cycle concept. (10 marks)

b)

QUESTION 4 Discuss and elaborate the four (4) branding strategies that product managers can use in their effort to increase the products market share and diversification of their product mix. Illustrate your answer with examples. (25 marks)

Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

CONFIDENTIAL

BM/APR 2008/MKT534/531

QUESTION 5

Organizations today have to face many challenges with the changes in the marketing environment. Discuss with examples, the current marketing environmental phenomena that affect product management. (25 marks)

QUESTION 6 The trend in today's product management approach is to develop a product strategy incorporating strategic alternatives. Elaborate on the choice of strategic alternatives and the related activities available to an organization. Illustrate your answer with examples. (25 marks)

END OF QUESTION PAPER

Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL