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Marketing Management Continous Assesment Test (Cat) Question Paper

Marketing Management Continous Assesment Test (Cat)

Course:Master Of Business Administration

Institution: University Of Nairobi question papers

Exam Year:2008

FACULTY OF COMMERCE

DMA 501: MARKETING MANAGEMENT

C.A.T

TIME:2.00-3.30PM

INSTRUCTIONS:

Answer Question ONE any ANY other question.

1.Read the case below and answer the questions that follow.

CASE

THE READING UNIVERSITY.

The reading university,one of the oldest private universities in Kenya,has been in existence for about fifteen years.For a long time,the university has enjoyed calmness and increased enrolment in its programmes.It attracts both Part-time and full-time lecturers from other universities.Given its international orientation,the university attracts students from all cultural backgrounds. The university claims to be the best in terms of learning facilities which include a well stocked library,computer facilities,optimal class sizes and is located in a conducive environment for learning.On average,its fees is higher than those of the other university

(i) In what ways would marketing planning assist the university?(10 <Marks)

(ii) When developing a positioning strategy for its MBA Programme,what differentiators,according to Philip Kotler "Competitive strategies should the university use?(10 Marks)

(iv) Assuming that the university management has decided to carry out Marketing research,explain the ways in which may benefit from the research?(10 Marks)

2.Many financial institutions in Kenya are hiring marketing exercutives now more than ever before. Their managements are stating that the institutions must be market drive.

(i)What has caused this greater interest in marketing?(20 Marks)

(ii) What does it mean for a financial institution to be market drive?(20 Marks)

3.(a) Why is it necessary for a marketer to understand

The post-purchase behaviour of its customers?(5 Marks)

(b) Think back over your decision of which university to take your MBA and explain the stages that you went through in decision making process?(15 Marks)

Marketing Management Continous Assesment Test (Cat) Question Paper

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