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Marketing Management Question Paper

Marketing Management

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 504:
MARKETING MANAGEMENT

DATE: Wednesday, 2nd February, 2011

TIME: 2.00 p.m. – 5.00 p.m.
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INSTRUCTIONS:
Answer question ONE and any other THREE questions.
1.
a)
Unilever Company has recently decided to introduce a new product targeted at the mentally retarded. Discuss the method that the company can use to collect data giving its advantages and disadvantages (10 marks)
b)
Research indicates that most of the new products introduced in the market are likely to fail. Discuss any five reasons why new products are likely to fail. (10 marks)
c)
Zawadi Clothing Company has recently over head that you are a specialist in market segmentation. They have invited you to help them segment the market for their clothes. Discuss the variables you would consider when segmenting this market. (10 marks)

2.
Discuss the Macro Environment and show how it affects marketers in the education sector. (20 marks)

3.
a)
Using a diagram, discuss the concept of the product life cycle and show how it affects a marketers decisions. (15 marks)
b)
Highlight any five importances of conducting marketing research. (5 marks)

4.
a)
Amos, has recently decided to buy a laptop. Discuss the process that he will go through before purchasing the laptop. (10 marks)
b)
Discuss any three pricing strategies an organization can use. (6 marks)
c)
Highlight any two challenges of the product marketing management philosophy (4 marks)

5.
a)
Discuss the extended marketing mix and show how this influences the marketing of services. (10 marks)
b)
Using examples, discuss any five factors influencing the choice of advertising media. (10 marks)

6.
Highlight the contents of a marketing plan and briefly discuss each of the content. (20 marks)

Marketing Management Question Paper

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