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Marketing Management Question Paper

Marketing Management

Course:Master In Business Administration (Business Administration)

Institution: Kabarak University question papers

Exam Year:2010

KABARAK
UNIVERSITY

UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
COURSE CODE: MKTG 510
COURSE TITLE: MARKETING MANAGEMENT

STREAM:

MBA
DAY:

FRIDAY
TIME:

5:30 – 8:30P.M.
DATE:

05/02/2010

INSTRUCTIONS:
Answer question ONE and any other THREE questions.

PLEASE TURNOVER
Page 1 of 2

QUESTION ONE
(a) “The market place isn’t what it used to be” Discuss this statement and explain the implications
for the practice of marketing management.

(5 marks)
(b) Differentiate between a marketing orientation from a selling orientation.

(2 marks)
(c) What is meant by the term “total marketing environment”?

(3 marks)
(d) In the light of 1c) above, discuss the tasks performed by marketing management.
(5 marks)

QUESTION TWO
(a) Explain the process of Value Creation and Delivery in marketing.

(5 marks)
(b) Suppose you were appointed the Marketing Manager for Kabarak University; prepare a marketing
plan that would lead to the University becoming the most competitive.

(5 marks)
(c) Explain how you would measure the performance of your Marketing plan.
(5 marks)

QUESTION THREE
(a) Market intelligence is important if an organization is to build its competitiveness. How would a
marketing manager improve on the quality of an existing Marketing Intelligence system?

(5 marks)
(b) How would an organization analyze its competitors?

(6 marks)
(c) Explain at least two competitive strategies a marketer would employ in case of
i) Expanding the total market

(2 marks)
ii) Defending the market share

(2 marks)

QUESTION FOUR
“A University provides educational services at a fee. This service is perishable.”
(a) Explain the marketing implication of the service being perishable.

(5 marks)
(b) What strategies would you propose to produce the best match between demand and supply in
service business?

(5 Marks)
(c) How should an organization respond to a competitor’s price changes?

(5 Marks)

QUESTION FIVE
(a) Briefly discuss the key decisions that pertain to distribution

(5 marks)
(b) Explain the concept of “channel power”

(5 Marks)
(c) If distributors of a manufacturing company were not cooperative, what kinds of power can the
manufacturer draw on to elicit cooperation from the distributors?

(5 Marks)

Page 2 of 2

Marketing Management Question Paper

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