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Marketing Management Question Paper

Marketing Management

Course:Bachelor Of Arts In Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2009

Question 1
a) Define each of the following concepts
i. Market segmentation (4marks)
ii. Market targeting (4marks)
iii. Market positioning (4marks)
b) Explain how each of these concepts are used by the marketing manager to develop an effective marketing strategy.(8marks)
c) Use examples to illustrate your answer(5marks)
Question 2

When managing distribution channels, cooperation is an essential part of the process
Why should this be the case? How can such cooperation be achieved?(15marks)
Question 3

The essence of marketing is about developing a true customer orientation .if that is the case it can be argued that there is a little difference between b2b marketing and consumer marketing. Assess the extent to which you would agree with this proposition(15marks)
Question 4
Because pricing is such a difficult challenge many companies examine the policies adopted by their main competitors and use the information obtained to fix their prices. Assess the consequences’ of such an approach. What advice would you provide to a company selling furniture about selling its pricing strategy (15marks)
Question 5
Define, marketing concept and describe the five marketing management philosophies
Use examples to illustrate your answer.(15marks)
Question 6
a) Define and describe each of the following distribution strategies
i. Intensive distribution (2marks)
ii. Exclusive distribution (2marks)
iii. Selective distribution (2marks)

b) Explain how each of the distribution strategy is used by marketing manager as an integrated part of the overall marketing programme ,using examples to illustrate your answer (9marks)
Question 7
a) Define your understanding of the term product life cycle (2marks)
b) Identify and describe the stages of the life cycle and suggest how the concept may be used by the marketing manager (10marks)
c) Illustrate your answer by use of examples (3marks)
Question 8
a) Define your understanding of marketing research (3marks)
b) Identify and describe the marketing research process (7marks)
c) And suggest how internet can be used within the research process (5marks)

Marketing Management Question Paper

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