POM - Final Exam Revision

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Presentation transcript:

POM - Final Exam Revision May - 2017

Exam Format Part A: 20 Multiple Choice Question ~ 2 marks Part B: Case study – 4 questions ~ 8 marks Cover all chapters from 7 – 17 (except for chapter 13)

Part B – Case study A real product in Vietnam Market Require application of theories & common understanding of market & And your logical arguments

Examples Vinamit new product http://vinamit.com.vn/danh-muc/trai-cay-phu- socola/

Questions Who should be Vinamit’s target customers for its new product? How Vinamit can differentiate the new product? Develop a positioning statement for Vinamit Analyse the product using the 3 layers Which stage is Vinamit’s new product in the PLC? What does that mean for the company? What pricing approaches, pricing strategies are suitable?

Question (con’t) What level of intensiveness is suitable for distribution? Design distribution channel What is IMC, what are the tools? What should be communication objectives? What message appeal is suitable? What media is suitable Suggest sale structure Suggest sale promotion activities etc