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Marketing Seminar Question Paper

Marketing Seminar

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 625: MARKETING SEMINAR

DATE: Monday 29th November, 2010

TIME: 2.00 p.m. – 5.00 p.m.
_______________________________________________________________________________
INSTRUCTIONS
Answer Question ONE (Compulsory) and any other TWO questions.

1.
Many consumer purchasing situations involve complex buying decisions.
a)
Describe a personal situation which illustrates this point and explain how the ‘Five-stage buying process’ model is relevant to this situation. [10 marks]
b)
How would the understanding of this model be of use to a marketer? [10 marks]

2.
An increasing number of companies are basing their prices on the product’s perceived value. Using a practical example, explain how this pricing method has been operationalized. What are its strengths and weaknesses? [15 marks]

3.
Understanding of the marketing environment is important for developing and executing marketing strategy. Explain the elements of socio-cultural factor and how analysis of socio-cultural factor can assist marketers to develop, implement and control a strategy for rural marketing. [15 marks]

4.
Explain the contributions which marketing can make to achievement of Economic and Social Pillars of Kenya Vision 2030. [15 marks]

5.
Discuss the key dimensions of electronic marketing. [15 marks]

Marketing Seminar Question Paper

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