1. POM - Final Exam Revision
May

2. 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)

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

4. Examples
Vinamit new product socola/

5. 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?

6. 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