CONFIDENTIAL & asiaeuniversity FINAL EXAMINATION JANUARY 2014 SEMESTER SUBJECT CODE : MKM607 SUBJECT NAME : MARKETING MANAGEMENT LEVEL : MASTER'S DEGREE TIME / DURATION : 9.00 AM ~ 12,00 NOON (3 HOURS) DATE : 27 APRIL 2014 INSTRUCTIONS TO CANDIDATES 1. Please read the instructions given in the question paper CAREFULLY. 2. This question paper is printed on both sides of the paper. 3. Answer any FIVE (5) questions. 4. Please write your answers on the answer booklet provided. 5. Answer all questions in English. THERE ARE TWO (2) PAGES OF QUESTIONS, EXCLUDING THIS PAGE.INSTRUCTION: Answer FIVE (5) Questions only. Please use the answer sheet provided. (Total: 100 marks) 1.@ 0) 2. (a) (b) 3.(a) ©) Your company has just got a franchise license to market Produa cars. One of your products is Myvi. You have just learnt from the Marketing Policy course the product concept. Explain the core product, augment product, and potential product with respect to your Myvi product. (10 Marks) One of the topics that were discussed under product is the importance of packaging. Explain the objectives of packaging that makes it pertinent in the marketing process of a product. (10 Marks) [Total: 20 marks} Setting a price for a product is not as easy as said. A marketer has to follow through the six steps procedure to derive at a final price. Discuss these Six steps procedure of setting the final price of your product. (10 Marks) In response to the competitive environment, a retailer sells one of his product lines much below his cost of goods. How can he sustain his business if he keeps selling below cost? Explain with examples. (10 Marks) [Total: 20 marks] Discuss the concept of Push and Pull marketing strategies. Why must marketers use either or both of these strategies? (10 Marks) Briefly discuss why would a producer delegate some of the selling job to intermediaries? (10 Marks) [Total: 20 marks} — MKM607_ MARKETING MANAGEMENT JANUARY 2014 Page 14.(a) You plan to set up a refail store to compete with the international convenience store, 7- Eleven. You have learnt that in retailing, location is very important. How do you then decide on the location for your retail store? (10 Marks) (b) When you visit a Tesco, for example, you found that Tesco is selling some products under their House brand, how and why is that so? And do Tesco produce these products themselves? (10 Marks) [Total: 20 marks] 5.(a) “When developing an advertising campaign, there are five major decisions known as “the 5Ms.” Discuss this statement. (10 Marks) (b) Your business is just a retail store. Why must you spend money on sales promotion? (10 Marks) (Total: 20 marks] 6. We have discussed in length the concept between Reach and Frequency. As marketer, under what circumstances is Frequency important and what are the outcomes of increase frequency? (20 marks) 7. One of your products is in the end part of the Maturity stage of the product life cycle. ‘What marketing strategies should you employ for this product? (20 marks) ND OF QUESTION ‘MKM607_MARKETING MANAGEMENT JANUARY 2014 Page 2