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Mktg 333: Product Development &Amp; Management Question Paper

Mktg 333: Product Development &Amp; Management

Course:Product Development & Management

Institution: Kenya Methodist University question papers

Exam Year:2008

KENYA METHODIST UNIVERSITY

END OF FIRST TRIMESTER 2008 EXAMINATION

FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTMENT : BUSINESS ADMINISTRATION
COURSE CODE : MKTG 333
COURSE TITLE : PRODUCT DEVELOPMENT & MANAGEMENT
TIME : 3 HOURS

INSTRUCTIONS
• Answer Question ONE and any other THREE Questions

Question 1
Uniliver is contemplating introducing a new brand of body lotion for the up market Kenyan consumer. You have been hired as a marketing consultant to execute the process.

Write a proposal detailing the steps that you would prepare to follow in the new product development process and indicate the importance of each stage to the marketer.
(25marks)

Question 2
Diffusion if innovation is primarily concerned with two closely related processes namely, the diffusion and adoption processes. As the marketing manager, Toyota Kenya, you have been assigned the work of ensuring that the new saloon car is successfully introduced and sold in Kenya.

a) Discuss how the two processes can be used in the effort. (20marks)

b) What product characteristics would influence the diffusion of this new product?
(5marks)

Question 3
In essence, though the core product must deliver, the actual, augmented expected and potential product becomes important. Discuss this statement with the Kenyan Hotel Industry in mind. (25marks)

Question 4
Most strong brands start by capturing the home market. They then start their global journeys through tourists, travelers and then the diaspora. Discuss efforts you would apply in branding the Kenyan coffee both at home and abroad. (25marks)

Question 5
As a marketing manager you are asked to present a seminar paper on how the knowledge of change in the PLC can be useful to the firm in a competitive market. (25marks)

Question 6
Using real products as examples, explain how classification of consumer goods helps the marketer design the right marketing mix. (25marks)

Mktg 333: Product Development &Amp; Management Question Paper

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