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Mktg 330:Marketing Management Question Paper

Mktg 330:Marketing Management

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2013

KENYA METHODIST UNIVERSITY

END OF 3''RD ''TRIMESTER 2013 (PT) EXAMINATION
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 330
UNIT TITLE : MARKETING MANAGEMENT

TIME: 2 HOURS

Instructions:

Answer question one and any other two questions.

Question One

Stemer Holdings has been running a successful business selling a popular brand in the recent past. However, you heard the manager commenting that the sales growth is very low and absolute sales have actually stabilized; that some of the distribution outlets he has been using are becoming too expensive to service; some competitors are even leaving the market; and that there is fierce price competition while the costs of gaining/adding customers is too high, actually higher that the resulting revenues.

Describe clearly to the manager the concept of product life cycle and identify for him the stage his product is in.

(10 marks)

Advice him on the appropriate marketing strategies to employ at this stage.

(10 marks)

"The product life cycle is a good theory but it is of little use in the practical marketing world." Discuss this statement.

(10 marks)

Question Two

Using an illustration, elaborate on the major roles of players in a decision making unit.

(6 marks)

Discuss the steps involved in buying decision process.

(8 marks)

Discuss the role of the marketer in each stage of the consumer decision making process.

(6 marks)

Question Three

Pricing is one of the important elements of marketing mix
What is price?

Discuss the importance of understanding customer value perceptions when setting prices.

(10 marks)

Identify and define important external and internal factors affecting a firm’s pricing decisions.

(10 marks)

Question Four

Through the knowledge of consumer behaviour, marketers can learn to manipulate the consumer to buy their products. Present a case for this statement in respect of a marketer and the market he wants to serve.

(20 marks)

Question Five

Discuss the importance of planning as a pre-requisite to the success of a business.

(8 marks)

Explain the elements of the promotion mix and discuss factors that must be considered in shaping the overall promotion mix.

(12 marks)

Mktg 330:Marketing Management Question Paper

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