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Marketing Management Question Paper

Marketing Management

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2011

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR

FOR THE DEGREE OF BACHELOR OF COMMERCE

MKTG 310 – MARKETING MANAGEMENT
DAY: THURSDAY

DATE: 15/12/2011
TIME: 2.00 P.M– 4.00 P.M.

STREAM: Y3S1

INSTRUCTIONS
Answer question ONE and any other TWO questions
Question one
a) Mrs. Rono, the marketing manager of a multinational firm has been facing stiff competition that
she suspects has affected the level and timing of demand for the firm’s products. Explain the
marketing tasks she is likely to undertake with the view of marketing as demand management.

(7 mks)
b) The aim of marketing is to identify and satisfy consumer needs and wants. How can marketers
use Maslow’s hierarchy to fulfill this task?

(5 mks)
c) The marketing environment poses challenges and opportunities for marketers. Describe social-
cultural factors that influence marketing activities in Kenya

(8 mks)
d) The approach to marketing varies according to management orientations. Explain (10 mks)

Question Two
Marketing managers of modern organizations accomplish their goals by segmenting their markets and
developing market targeting strategies.
a) Explain bases of segmentation and qualities of a good market segment

(10 mks)
b) Describe market targeting strategies that can be adopted by firms

(10 mks)

Question Three
a) As a marketing manager of a growing educational institution you are faced with the problem of
reduced student intake. Based on this explain the main stages that that you are likely to use in
undertaking an inquiry to get to the bottom of this challenge.

(10 mks)
b) Marketing research reports sometimes viewed as useless to a marketing decision maker. Explain
(10 mks)
Question Four
a) There are marketers’ roles in each stage of consumer purchase decision making. Explain (8 mks)
b) Suggest strategies that can reduce cognitive dissonance

(6 mks)
c) Describe the role played by the various elements of the marketing mix

(8 mks)
Question five
Boston consulting Group matrix (BCG) and Product life cycle (PLC) are used as aids to developing
marketing strategies; explain the strategic options for marketers in each case.

(20 mks)

Marketing Management Question Paper

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