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Marketing Management November 2007 Question Paper
Marketing Management November 2007
Course:Diploma In Management (Management)
Institution: question papers
Exam Year:2007
MARKETING MANAGEMENT
November 2007
Time: 3 hours
DIPLOMA IN SUPPLIES MANAGEMENT PART III
DIPLOMA IN MANAGEMENT PART I
INSTRUCTIONS TO CANDIDATES
1.Answer any FIVE of the SEVEN questions.
2.All questions carry equal marks.
This paper consists of 3 printed pages.
Candidates should check the question paper to ascertain that all the pages are printed as indicated and no questions are missing.
1.(a) Wakulima Enterprises, dealers in a wide range of health care products, intends to subscribe to the internet.
Explain the ways in which this move may enhance the level of consumer patronage.(10 marks)
(b) Forward Ever Ltd, a local manufacturing firm, intends to venture into a foreign market.
Outline the benefits that the firm is likely to derive from this move.(10 marks)
2.(a) Windy Ltd is undertaking a marketing research exercise to determine customer attitude towards its products. It intends to use the observation method in collecting the data.
Explain the likely limitations of this data collection method.(10 marks)
(b) Organizations are increasingly finding it necessary to draw up their marketing plans.
Outline the internal factors that may hinder the effectiveness implementation of such plans.(10 marks)
3.(a) Abisi Ltd is a newly established firm that intends to sell a wide range of products in the local market.
Highlight the demographic environmental factors that are likely to influence the products to be sold.(10 marks)
(b) Describe the features that tend to distinguish relationship marketing as a marketing strategy.(10 marks)
4.Lipsy Ltd, which has been experiencing increased competition, intends to improve its price competitiveness by reducing product costs. It also intends to adopt a variable pricing policy.
(a) Explain the ways in which the organization may attain such reduction on product costs.(10 marks)
(b) Outline the benefits that the organization is likely to derive from adopting the variable pricing policy.(10 marks)
5.(a) Ndizi Nyingi Company Ltd is in the process of training its newly recruited salespersons.
Describe areas in which the salespersons should be trained.(10 marks)
(b) Explain the circumstances under which a manufacturing firm may choose to use retailers directly to distribute its products.(10 marks)
6.(a) There has been increased use of sponsorship by firms as a means of public relations.
Outline the reasons that may account for this trend.(10 marks)
(b) Explain the factors that are likely to determine the stage at which a product is in, in its life cycle.(10 marks)
7.(a) Tafta intends to use simple random sampling method in conducting a market research exercise.
Highlight the benefits that the organization would derive from the use of this sampling method.(10 marks)
(b) Explain the forms of discriminatory pricing strategies that an organization may use.(10 marks)
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