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Marketing Management(Mktg 330) I Question Paper

Marketing Management(Mktg 330) I

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2011

TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE and any Other TWO Questions

Question 1
Many medium-sized business to business companies employ small sales forces, attend trade shows that present their category of products and attract relevant business customers, develop limited advertising. Construct websites, direct mail their sales prospects and use publicity whenever they have anything worth publicising.
a) As a new marketing manager in such a business faced with a limited budget, how would you determine which aspects of the promotional mix should be utilised. (10marks)
b) Product adoption is a major focus of any promotional activity. Identify the five basic communications aims. (10marks)
c) What forms of interpersonal communication in addition to language can be used in personal selling. (10marks)

Question 2
a) Identify five capabilities that a marketer can use to assess competitors strengths and weaknesses. (10marks)
b) Outline and discuss the steps involved in analyzing competitors, so as to identify new opportunities and serve the market well. (10marks)

Question 3
a) Price is one very important factor that marketing managers must consider while formulating strategies to use. Briefly expound on various pricing strategies you can use if you become the marketing manager of a juice manufacturing company. (10marks)
b) Highlight the strategies used at various stages in the Product Life Cycle (PLC). (10marks)
Question 4
a) Define each of the following concepts and explain how each can be used by marketing managers to develop effective marketing plans. (10marks)
i) Market segmentation
ii) Market targeting
iii) Market positioning
b) Define and describe the characteristics of each of the following distribution strategies.
i) Selective distribution
ii) Intensive distribution
iii) Exclusive distribution (10marks)

Question 5
In every market firms will occupy different positions all aimed at creating opportunities for growth and also for gaining competitive advantage. Identify the four positions that an organization can take giving characteristics of each. (20marks)

Marketing Management(Mktg 330) I Question Paper

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