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BM/APR 2008/MKT534/531

UNIVERSITI TEKNOLOGI MARA

FINAL EXAMINATION

COURSE

PRODUCT MANAGEMENT

COURSE CODE

MKT534/531

EXAMINATION

APRIL 2008

TIME

3 HOURS

INSTRUCTIONS TO CANDIDATES
1.

This question paper consists of six (6) questions.

2.

Answer four (4) questions only in the Answer Booklet. Start each answer on a new page.

3.

Do not bring any material into the examination room unless permission is given by the
invigilator.

4.

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 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)

b)

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)

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)

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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

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