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Dbm 106/Dsm 108: Marketing, Planning And Control Question Paper

Dbm 106/Dsm 108: Marketing, Planning And Control

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2008

UNIVERSITY OF NAIROBI
SECOND SEMESTER EXAMINATIONS

EXAMINATIONS FOR THE DIPLOMA IN BUSINESS MANAGEMENT AND DIPLOMA IN SALES AND MARKETING.

DBM 106/DSM 108: MARKETING, PLANNING AND CONTROL

INSTRUCTIONS
Answer question ONE and any other TWO questions.

QUESTION ONE
a. Define the term marketing planning. (3mks)
b. Marketing plans are as a result of marketing planning. Briefly explain the functions marketing planning aim to achieve. (8mks)
c. Marketing plans tend to depict certain components in their format. Briefly outline the components of a good marketing plan. (12mks)
d. Explain the meaning of strategic planning showing the levels at which it is done within an organization. (7mks)

QUESTION TWO
Pricing is one of the major marketing strategies a marketing firm can employ. With the help of examples, explain the main pricing strategies a firm can use in meeting its set objectives. (20mks)

QUESTION THREE
Product positioning may determine
a. Overall success of a product in the market. Discuss this statement highlighting how a firm can position its products appropriately. (12mks)
b. Discuss the characteristics of an effective market audit. (8mks)

QUESTION FOUR
a. An organization has approached you as a marketer to help them carry out marketing planning. Outline how you would proceed with this exercise. (12mks)
b. Explain the meaning of a market plan highlighting any five key components. (8mks)

QUESTION FIVE
a. Discuss the BCG matrix as a tool of portfolio analysis. (10mks)
b. Explain what is involved in carrying out a SWOT analysis in your organization. (10mks)

Dbm 106/Dsm 108: Marketing, Planning And Control Question Paper

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