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Marketing Management Question Paper

Marketing Management

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2012

KABARAK
UNIVERSITY

UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 310: MARKETING MANAGEMENT
DAY: WEDNESDAY

DATE: 8/08/2012
TIME: 3.00 – 5.00 P.M.

STREAM: Y3S1
INSTRUCTIONS

Instructions: Answer question ONE and any other TWO questions

Time: 2HRS

Question One
a) According to Kotler marketing management is defined as demand management, describe the
marketing management tasks associated with this view.

(7mks)
b) Explain the importance of marketing to the Kenyan society and firms.

(5mks)
c) Why do you think environmental scanning is important for marketing?

(8mks)
d) Organizations in Kenya have different marketing management orientations. Explain
(10mks)

Question Two
An organization can adopt a mass marketing or micro marketing approach;
a) Explain the factors that influence the decision to undertake mass marketing

(6mks)
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b) What are the benefits of market segmentation for small organizations?

(6mks)
c) Describe market targeting strategies that can be adopted by firms

(8mks)
Question Three
A new ultra-modern hospital intends to establish itself in Nakuru town. However, the management has very
little knowledge of this market.
a) Explain the process through which the hospital can undertake a research on Nakuru town (8mks)
b) What are the benefits of setting up a marketing information system for the organization (4mks)
c) Marketing research reports are sometime viewed as useless for decision making. Explain (8mks)

Question Four
The ultimate goal of a marketer is to satisfy consumer needs and wants. This involves consumer surveys and
monitoring. In view of this statement;
a) Explain the objectives and organization of buyers in purchase decision making
(8mks)
b) Describe the role played by the FOUR elements in a marketing mix

(4mks)
c) Explain the Product-market matrix as a tool of developing marketing strategies

(8mks)

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Marketing Management Question Paper

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