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Mktg 510: Marketing Management Question Paper
Mktg 510: Marketing Management
Course:Master Of Business Administration (Mba)
Institution: Kabarak University question papers
Exam Year:2012
KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR MASTERS OF BUSINESS ADMINISTRATION
MKTG 510: MARKETING MANAGEMENT
DAY: WEDNESDAY DATE: 18/04/2012
TIME: 3.00 – 6.00 P.M. STREAM: SEM 2
INSTRUCTIONS: Answer Question 1, and any other Three
Q1. HONEYWELL INC, OPTOELECTRONICS DIVISION
After several years of developing fiber optic technology for department of Deference projects,
executives in the Optoelectronics Division of Honeywell Inc., decided to pursue commercial
applications for their products and technology. The task would not be easy because fiber optics was a new technology that many firms would find unfamiliar. Fibers optic is the technology of
transmitting light through long, thin, flexible fibers of glass, plastic, or other transparent materials. When it is used in a commercial application, light source emits infrared light flashes corresponding data. A light sensor at the other end of the fiber “reads” the data transmitted. It is estimated that sales of fiber optic technology could exceed 2 billion in 1992. Almost half the dollar sales volume would come from telecommunications, about 25% from government of military purchases, and about 25% from commercial application in computer, robotic, cable T.V., and other products. Interest in adopting fiber optics technology and products for commercial applications had prompted Honeywell executives to carefully review buying behavior associated with the adaption of a new technology. The buying process appeared to contain about six phases:
a) Need recognition of available products
b) Identification of available products
c) Comparison with existing technology
d) Vendor or seller evaluation
e) The decision itself
f) Follow-up on technology performance
Moreover, there appeared to be several people within the buying organization who would play a role
in adaptation of a new technology. For example, top management (Such as the president and
executive vice presidents) would certainly be involved. Engineering and operations management
(E.g. Vice presidents if engineering and manufacturing) and design engineers (E.g. Persons who
might be favorably or unfavorably disposed to the technology depending on whether they knew how
to use it. Top management personnel would participate in any final decisions to use fiber optics and could generate interest in the technology if stimulated to do so.
This review of buying behavior led to questions about how to penetrate a company’s buying
organization and have fiber optics used in the company’s products. Although Honeywell was large,
well-known company with annual sales exceeding $5 billion, its fiber optic technology capability
was much less familiar. Therefore the executives thought it was necessary to establish Honeywell’s
credibility in fiber optics. This was done, in part through an advertising image campaign that
featured Honeywell Optoelectronics as a leader in fiber optics.
QUESTIONS
a) What type of buying situation is involved in the purchase of fiber optics, and what will be
important buying criteria used by companies considering using fiber optics in their products?
5marks
b) Describe the purchase decision process for adopting fiber optics, and state how members in
the baying centre for this technology might play a part in this process. 10 marks
c) What effect will perceived risk have on a company’s decision of whether to use fiber optics
in its products? 5 marks
d) Differentiate between the traditional and the modern view of the marketing process 5 marks
2. a) You are invited by Kongoni Ltd., an agribusiness firm in Nakuru to assist the company
understand its competitors. Explain a clear methodology on how you would analyze the
company’s competitors 8 marks
b) Explain the process of reaction of existing businesses to the entry of a new competitor who
comes to the market, say, using a low price strategy for similar products 7 marks
3. a) Discuss the rationale behind market segmentation 5 marks
b) State how a manager can ensure that segmentation of the market to be undertaken by the
company is most effective 5 marks
c) Explain the different market positioning strategies open to an agribusiness firm trying to
establish itself in Nairobi 5 marks
4. a) Explain the concept of the ‘product life cycle’ 5 marks
b) Using a relevant example, explain the relevant marketing strategies applicable in the different
Stages of the Product Life Cycle 5 marks
c) Kakuzi Ltd, a local agribusiness company is contemplating on bringing a new product to the
market. Explain the standard New Product Development process the company is likely to
follow 5 marks
5 a) State the critical distribution problem faced by a firm 5 marks
b) How would a marketing manager evaluate a company’s distribution strategy? 5 marks
c) What are the key issues a marketer would need to address while developing a promotion
strategy for a firm? 5 marks
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