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Bit 2208 : Marketing Management Question Paper

Bit 2208 : Marketing Management

Course:Bachelor Of Science In Information Technology

Institution: Jomo Kenyatta University Of Agriculture And Technology question papers

Exam Year:2011

JOMO KENYATTA UNIVERSITY
OF
AGRICULTURE AND TECHNOLOGY

University Examinations 2011/2012

END OF SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF SCIENCE IN INFORMATION TECHNOLOGY

BIT 2208 : MARKETING MANAGEMENT

DATE: AUGUST 2011 TIME: 2 HOURS

INSTRUCTIONS: ANSWER QUESTION ONE (COMPULSORY) AND
ANY OTHER TWO QUESTIONS.
______________________________________________________________________

QUESTION ONE (30 MARKS)

(a) (i) Define the term marketing research.

(ii) As the marketing manager of a computer firm you are faced with a challenge of reduced market share. Based on this and with relevant examples, describe nine distinct phases on how you can conduct an inquiry to get to the bottom of this challenge. [20 marks]

(b) With the aid of a diagram, describe the various pricing strategies that guide the pricing of products and services. [5 marks]

(c) List three levels of a product. [3 marks]

QUESTION TWO (20 MARKS)

(a) Marketing managers of Information and Technology firms accomplish their goals by segmenting their markets. Explain any five criteria used for segmenting such markets. [10 marks]

(b) With the aid of diagrams, compare and contrast the Bolton consulting matrix with product market expansion grid as used in strategic marketing. [10 marks]

QUESTION THREE (20 MARKS)

(a) Define the term marketing management. [2 marks]

(b) Mrs. Kamau the marketing manager of a large multinational firm has been facing stiff competition from competitors who seem to be offering products similar to her firm’s. Using relevant examples, explain to Mrs. Kamau the various competitive differentiation strategies her firm can use to win its competitive battles.
[8 marks]

(c) Describe the varous types of consumer laying roles. [10 marks]

QUESTION FOUR (20 MARKS)

(a) Marketers identify their target markets and then adopt various strategies to satisfy these segments. Describe any five such strategies and give appropriate examples in each case.
[10 marks]

(b) Explain the product life cycle concept and relate a marketing strategy to each stage. [10 marks]

QUESTION FIVE (20 MARKS)

(a) Describe any four macro-environmental factors that influence the marketing process of a company. [10 marks]

(b) Describe the roles played by the various elements of the marketing mix. [8 marks]

(c) Discuss the general impact of internet marketing on firms that use it to promote their products to consumers. [2 marks]

Bit 2208 : Marketing Management Question Paper

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