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Marketing Management Question Paper

Marketing Management

Course:Master In Business Administration (Business Administration)

Institution: Kabarak University question papers

Exam Year:2010

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2010/2011 ACADEMIC YEAR
FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
COURSE CODE: MKTG 510
COURSE TITLE: MARKETING MANAGEMENT

STREAM:

MBA – S1
DAY:

TUESDAY
TIME:

4:00 – 7:00 P.M.
DATE:

14/12/2010

INSTRUCTIONS:
Answer question ONE and any other THREE questions

PLEASE TURNOVER
Page 1 of 3

QUESTION ONE
a) Explain how a marketer who intends to establish his business in South Africa would
adopt to various macro and macro-environmental factor in this market
(7 marks)

b) What are some of the economic sanctions that the Apartheid government faced from the
governments of many countries of the world?

(3 marks)
c) Consider the case study as representative of South African companies. How do South
African companies differ from Kenyan companies with regard to communication
strategies.

(5 marks)

QUESTION TWO
a) A firm must set a price for the first time when it develops a new product, when it
introduces its regular products into a new distribution channel or geographical area and
when it enters bids on a new contract work. Discuss the five major pricing objectives.

(5 marks)

b) Discuss the 6 price setting methods.

(6 marks)

c) There are several pricing adaptation strategies a firm can use. One of these strategies is
differentiated pricing. Here, the seller can decide to charge different amounts to different
classes of buyers for the same products. Give four examples.

(4 marks)

QUESTION THREE
Write short notes on the following:
(i) Image differentiation
(ii) Selective distribution
(iii)Marketing Tactics
(iv) Marketing niches
(v) Marketing intelligence

(15 marks)

QUESTION FOUR
a) Explain the concept of product life cycle ( PLC)

(5 marks)
b) Assess the implication of the product life cycle (PLC) concept in strategic marketing
planning

(10 marks)

QUESTION FIVE
Page 2 of 3

a) Four competing philosophies influence and organization’s marketing activities. These
philosophies are commonly referred to as production, sales, marketing and societal
orientations. Give a description of each.

(4 marks)
b) Marketers operate in four different market places. Discuss them in details. (4 marks)
c) Discuss the marketing management tasks

(7 marks)

QUESTION SIX
You are the marketing manager for Delivarit, a clearing and forwarding company based at JKIA,
Nairobi. You are a skilled player in the marketing arena and as a result you have been invited to
give an address at a medium enterprises forum taking place at the KICC in Nairobi. You have
been asked to present a talk on marketing channels in an organization. In your presentation,
discuss:-
a) What marketing channels are

(2 marks)
b) Four key functions performed by channel members

(8 marks)
c) Strategies that you may use in motivating channel members

(5 marks)
Page 3 of 3

Marketing Management Question Paper

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