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Marketing Management Question Paper

Marketing Management

Course:Master Of Business Administration

Institution: University Of Nairobi question papers

Exam Year:2007

FACULTY OF COMMERCE

DMA 501: MARKETING MANAGEMENT

C.A.T

Time:1hr 30 mins

INSTRUCTIONS

Answer question 1 in section A plus ONE other question in section B(section A is compulsory)

SECTION A

1.CASE:WALKERS FANTANSY

In 2001,with 87 rental stores nationwide and a turnover of £38 million.Walkers jewelers could claim a 7 percent share of the jewellery market.They faced severe competition from several multiple jewellery retailers and a large number of independent stores.

The Walkers chain has been built through a series of acquisitions which still operate under their separate identies.

In recent months,the sale of gold jewellery within Walkers has been on the decline and now accounts for 24 percent of sales turnover against a five-year moving average of 33 percent.Diamonds and watches have however retained their sales percentage at 29 and 24 respectively.

The Company operations have been unco-ordinated with the production department relying purely on intuition of managers on new product ideas.Nine months ago,Walkers introduced a high margin,most appealing branded range of co-ordinated gold jewellery called 'Fantacy'.It was meant for the up-market and today,many pieces are distributed nationally.The firm focuses on quality and being a technology leader in jewellery.

Apart from the wide distributions coverage,advertising hitherto is unknown for jewellery items especially gold,and normally point of purchase displays are used.

In your capacity as the newly appointed Marketing Manager,you are requested to give a preliminary assessment of the position by responding to the following.

1.(i) Conduct a SWOT analysis for Ozel Company.(10 Marks)

ii) Was the company practicing the Marketing.Production or product concept?(10 Marks)

iii) If Ozel Company is to remain competitive,suggest the actions that it should take in regard to business orientation/philosophy.(10 Marks)

2.The popular non cola soft drink 7up has been trying to make inroads in the so drink market by increasing market share.Management is trying to bench marl itself against key competitors.

i) Why should management undertake the competitive bench marketing?(6 Marks)

ii) How should management undertake the exercise?(8 Marks)

iii) Should management restrict itself to key competitors only?(6 Marks)

3.Using a specific company example,discuss the impact of demographic environment on the company's marketing operations.(20 Marks)

4.Suggest the ways in which Kenya Breweries may segment its market using behavioral variables. What are the possible reasons for selective specialization strategy that the firm seems to have adopted for some of its brands?(20 Marks)

SECTION B: ANSWER ONLY TWO QUESTIONS

2.When implementing a communication programme,it is imperative for the tool used to capture consumer attention.

(a) Discuss using examples the factors that affect attention.

(b) A marketing communicator must decide on an appropriate communication mix,based on a variety of factors.What are these factors and how do they relate to the communication mix.

3.Using appropriate illustrations discuss the relationship between strategic planning and marketing management.

4.Discuss using examples the recent macro environmental factors impacting on marketing,and how Kenyan businesses have responded.

Marketing Management Question Paper

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