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Marketing Management Question Paper

Marketing Management

Course:Bachelor Of Science In Information Technology

Institution: Kca University question papers

Exam Year:2009

UNIVERSITY EXAMINATIONS: 2008/2009
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
SCIENCE IN INFORMATION TECHNOLOGY
BIT 3202: MARKETING MANAGEMENT
DATE: AUGUST 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE (COMPULSORY)
a. Using an illustration, explain the five stages that a consumer goes through in the buying process.
[5 Marks]
b. Consumer behavior studies how individuals, groups and organizations select, buy, use and dispose
of Goods, services, ideas or experiences to satisfy their needs and wants. Explain the importance of
a through understanding of consumer behavior to the marketer. [10 Marks]
c. Using a product of your choice, explain five factors that a firm should consider while setting prices
[5 Marks]
d. Write short notes on the following
(i) Undifferentiated marketing
(ii) Differentiated marketing
(iii) Concentrated marketing [10 Marks]
QUESTION TWO
a. Briefly explain the importance of a clear and in-depth understanding of an organizations marketing
environment to a marketer. [10 Marks]
2
b. With the aid of examples, explain the following buying behaviors
i) Dissonance reducing buying behavior
ii) Habitual buying behavior
[10 Marks]
QUESTION THREE
a. In response to the prevailing water shortage in Nairobi, a group of youth’s from your neighborhood
have teamed up established a laundry shop. They have approached you to advice on how they can
segment their potential market. With reference to their particular service, explain three basis of
segmentation that they can use. [12Marks]
b. Identify and briefly explain four tools that a marketer may use to collect research data. [8 Marks]
QUESTION FOUR
a) Differentiate between product positioning and product repositioning. Give an example in each case.
[6 Marks]
b) Explain the importance of an in-depth understanding of product life cycle to a marketer.
[12 Marks]
QUESTION FIVE
a. Identify and briefly explain five ways in which Information Technology can assist in the
enhancement of marketing activities. [10 Marks]
b. Promotional strategies are used by marketers to communicate the market offering to the potential
and existing consumers. Briefly describe any five promotional tools. [10 Marks]

Marketing Management Question Paper

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