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Bba504:Marketing Management Question Paper
Bba504:Marketing Management
Course:Masters In Business Administration
Institution: Kenyatta University question papers
Exam Year:2012
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2011/2012
INSTITUTIONAL BASED PROGRAMME (IBP) – DECEMBER 2011 SESSION
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 504:
MARKETING MANAGEMENT
DATE: Wednesday, 2nd May, 2012
TIME: 2.00 p.m. – 5.00 p.m.
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INSTRUCTIONS:
Answer question ONE and any other TWO questions. Question ONE is answered from
the case below.
The Gardener Design and the Landscape Company
The mid 90s have been tough for businesses of all sizes. Markets have been increasingly
competitive and demand sluggish. Survival has been the goal of many. And the need to
get the best out of all the available resources paramount to that goal of being successfully achieved.
The Garden design and Landscape Company is one such organization. It has survived for over 18 years and has a turnover of some $2.5 million, with about $1 million from house hold contracts, new drives, partios and garden layouts. The balance comes from a mixture of public sector and corporate work. Sales revenue has fallen slightly over the last few years; but has declined in real terms by over 15% since 1992. Average order value has also fallen and so has the operating profits. Having attended a recent seminar in marketing, the managing director has approached you to act as a consultant and undertake an objective review of the current business and to make recommendations for the changes which will be necessary if the company is to
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be ready to meet the challenges from the environment and improve the overall performance of the business. You have completed your initial audit and the following summarizes some of your key findings:
-
The business is operationally product oriented
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There is no real marketing information system
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Planning is ad hoc and its value is not really understood
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The organization is hierarchically structured with no real incentive for theindividual work teams.
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High absenteeism
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Small sales team exist
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The marketing manager is mainly responsible for sales literature and advertising
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There is increased competition and the market is increasingly price sensitive
Question One
a)
Bearing in mind that any available budget for change will be limited, what proposals will you make for the firm to change to a more market-oriented culture?(8 marks)
b)What proposals will you recommend to the firm regarding marketing intelligence system as well as its quality and quantity?(6 marks)
c)How would the firm create barriers to entry into the industry so as to remain competitive(6 marks)
Question Two
The managing director of an electronic component has asked you to develop a feasibility
study regarding the introduction of a laser-disk player in the home entertainment market.
Prepare a detailed outline of the demographic factors that you should assess in your
study.(20 marks)
Question Three
a)Explain how the application of marketing mix may differ along the different
stages of the product life cycle.(10 marks)
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b)Discuss the various strategies that you can use to prolong the Life Cycle of those
product(10 marks)
Question Four
At a Nairobi based manufacturing company, the costs of production have been increasing in the recent years and management wishes to adjust the prices of its products upwards.
a)Discuss way in which this manufacturing company can ‘increase’ prices without increasing price implications of the proposed change in prices(10 marks)
b)Discuss the major factors that influence the pricing of goods and services.(10 marks)
Question Five
a)Discuss the justifications that an organization may have to undertake market
segmentation.(8 marks)
b)Describe the major characteristics of services and the challenge they pose to a
marketer.(12 marks)
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