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Mbad 502:Marketing Management Question Paper

Mbad 502:Marketing Management

Course:Master Of Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2013

KENYA METHODIST UNIVERSITY

SCHOOL OF BUSINESS AND MANAGEMENT

END OF SEMESTER EXAMINATION FOR MASTER IN BUSINESS ADMINISTRATION APRIL, 2013
UNIT CODE : MBAD 502
UNIT TITLE : MARKETING MANAGEMENT

TIME: 3 HOURS

Instructions

Attempt question one and any other three questions

Question One

Physical distribution is concerned in the flow of materials, components and finished goods from producers to consumers. Explain the methods you would use to improve customer service standards, quality and satisfaction.

(10 marks)

By conducting systematic environmental scanning, marketers are able to revise and adapt marketing strategies to meet new challenges and opportunities. Explain the effect of macro-economic forces to a business organization of your choice.

(15 marks)

Question Two

You have been assigned the responsibility of making pricing decisions of new products in the organization where you work. Explain how you will use skimming and penetration pricing strategies.

(10 marks)

Explain the major internal and external factors that you will consider before setting prices for the products.

(15 marks)

Question Three
The key to winning and keeping customers is to understand their needs and buying processes better than your competitors and to deliver more value. Explain the various ways that a firm can use to differentiate its offer from those of its competitors. (25 marks)

Question Four

Global competition is becoming intense. As firms become large in size they seek to sell to all major markets in order to spread their growing fixed costs over large scales volumes. Discuss the factors affecting global competition.

(15 marks)

Marketing of services is different from that of products. Discuss the distinguishing characteristics of services and explain the challenges marketers face when marketing services.

(10 marks)

Question Five

Discuss the steps of the new product development process, carefully describing the marketing activities undertaken at each stage of the process.

(16 marks)

Discuss the criticisms of the product life cycle concept.

(9 marks)

Question Six

Explain why companies use marketing channels and discuss the functions these channels perform.

(15 marks)

Discuss the nature and importance of marketing logistics and integrated supply chain management.

(10 marks)

Mbad 502:Marketing Management Question Paper

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