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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: FRIDAY

DATE: 20/04/2012
TIME: 3.00 – 5.00 P.M.

STREAM Y3S1

INSTRUCTIONS:
ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS

QUESTION ONE

Firm A has established a strong sales team headed by a qualified sales manager. On the hand firm B has
instead invested in a qualified marketing manager. The two firms are strong competitors in the
marketplace and produce substitute products. Using this statement answer the following questions;
a) Identify and explain the management orientation associated with firm A and B (4mks)
b) In your opinion, what are the relative advantages that firm A may have over B
(8mks)
c) Compare the functions of a marketing manager with those of a sales manager (8mks)
d) What benefits are likely to accrue to firm B in its marketing approach?

(10mks)
QUESTION TWO

The marketing environment poses opportunities and threats to marketing effort. An analysis of the
environment and continuous scanning is essential for marketers;
a) Discuss the benefits of scanning the marketing environment(8mks)
b) How can a marketing information system enable you to fulfill the task in (a)?
(4mks)
c) Describe the elements of culture that would be of interest to marketers(8mks)

QUESTION THREE
A marketing manager is expected to develop marketing strategies that will enable the firm to achieve its
marketing objectives. There are tools that can assist in developing such strategies;
a) Explain the strategic options suggested by Boston Consulting Group (BCG) matrix (10mks)
b) Discuss the suitability of Product Life cycle (PLC) in developing marketing strategies (10mks)
QUESTION FOUR

The aim of marketing is to satisfy consumer needs and wants at the same time achieve organizational
objectives;
a) Consumer purchase decision process is influenced by objectives of the consumer, operations and
organization of consumer buying, Explain

(10mks)
b) How can analysis of consumer behavior assist marketers in market targeting?
(4mks)
c) Explain the exogenous factors influencing consumer behavior

(6mks)
QUESTION FIVE

The final stage of a marketing effort is the development of a marketing mix for the selected target
market(s);
a) Discuss how the levels of a product can be used for promotional messages
(6mks)
b) Explain the criterion that can be used for selecting marketing intermediaries
(6mks)
c) Examine the factors influencing the choice of pricing strategies used by marketers (8mks)

Marketing Management Question Paper

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