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Kbt514 Marketing Strategies Question Paper

Kbt514 Marketing Strategies

Course:Master Of Science In Agribusiness Management And Trade

Institution: Kenyatta University question papers

Exam Year:2012

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2011/2012
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF
SCIENCE (AGRIBUSINESS MANAGEMENT AND TRADE)
KBT 514:
MARKETING STRATEGIES
=================================================================
DATE: WEDNESDAY 28TH MARCH 2012
TIME: 2.00 P.M. – 5.00 P.M.

INSTRUCTIONS
Answer question ONE and any other Three
1.
a)
Agri-marketing managers are managers like any other. However, agri-
marketing managers perform specialized tasks different from other managers.
Discuss these tasks and how they are performed.

(5 marks)

b)
“The agri-market place isn?t what it used to be” Discuss this statement and
explain the implications for the practice of agri-marketing management.

(5 marks)
c)
Differentiate between the traditional and the modern view of the marketing
process.

(5 marks)

d)
Assume that you are the key strategist in an agribusiness firm. Explain the
determinants of value delivered to your customers.

(5 marks)

e)
Discuss how the marketing environment influences an agribusiness
company?s marketing.

(5 marks)

2.
a)
You are invited by Kongoni Ltd., an agribusiness firm in Thika to assist the
company understand its competitors. Explain a clear methodology on how
you would analyze the company?s competitors.

(8 marks)

Page 1 of 2

b)
Explain the process of reaction of existing business to the entry of a new
competitor who comes to the market, say, using a low price strategy for
similar products.

(7 marks)

3.
a)
Discuss the rationale behind market segmentation.

(5 marks)
b)
State how a manager can ensure that segmentation of the market to be
undertaken by the company is most effective.

(5 marks)

c)
Explain the different market positioning strategies open to an agribusiness
firm trying to establish itself in Nairobi.

(5 marks)

4.
a)
Explain the concept of the „product life cycle?

(5 marks)

b)
Using a relevant example, explain the relevant marketing strategies applicable
in the different stages of the product Life Cycle.

(5 marks)

c)
Kakuzi Ltd, a local agribusiness company is contemplating on bringing a
new product to the market. Explain the standard New Product Development
process the company is likely to follow.

(5 marks)

5.
a)
State the critical distribution problem faced by agri-marketers.
(5 marks)

b)
How would a mar

Kbt514 Marketing Strategies Question Paper

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