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Marketing Management Question Paper

Marketing Management

Course:Master Of Business Administration

Institution: University Of Nairobi question papers

Exam Year:2008

UNIVERSITY EXAMINATIONS 2007/2008

EXAMINATIONS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION

DMA 501: MARKETING MANAGEMENT

INSTRUCTIONS

1.Section A is Compulsory any other ONE questions from Section B.

SECTION A

1.Doublecopy is a Kenyan company manufacturing a wide range of products consisting of cooking fat,shoe polish,maize meal,and dog food. Recently the management noticed that the dog food business sales have stagnated and profits are starting to fall.

a) Using the product life cycle (PLC) explain the stage you think the dog food is at and distinguish this stage from the other stages of the (PLC).(10 Marks)

b) What strategies can Doublecopy use to reverse the trend in its dog food unit?(10 Marks)

c) Do all products demonstrate the ' S ' shaped life cycle curve? Discuss with examples.(10 Marks)

2.Recently, KBL introduced a non-alcoholic drink called Alvaro and assuming that you have been consulted by the company to provide expert advise on how the brand can be marketed in Kenyan market successfully within the next twelve months following a well developed marketing plan for the brand.

a) Explain the advantages of marketing planning (10 Marks)

b) Describe the contents of a marketing plan(20 Marks)

SECTION B

2.Discuss using examples how the macro environmental factors may affect the development of a marketing strategy.(20 Marks)

3.a) What do you understand by the term branding? (5 Marks)

b) What benefits is a marketer who has branded products likely to enjoy.(15 Marks)

4.Discuss how cocacola as the market leader in soft drink industry in Kenya is defending itself from attacks of the market challengers.(20 Marks)

5.a)Describe five factors considered in selection of intermediaries in distribution system of firm dealing with FCMG.(10 Marks)

b) Explain how a company like Unilever motivates its channel members. (10 Marks)

Marketing Management Question Paper

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