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Mktg 510:Marketing Management August 2010 Question Paper

Mktg 510:Marketing Management August 2010

Course:Master Of Business Administration

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION

COURSE CODE: MKTG 510

INSTRUCTIONS:
ANSWER Q1, 2 AND ANY OTHER TWO QUESTIONS

1. a) Marketing managers are managers like any other. However, marketing managers
perform specialized tasks different from other managers. Discuss these tasks and how
they perform them. (5 marks)

b) “The market place isn’t what it used to be” Discuss this statement and explain the
implications for the practice of marketing management. (5 marks)

c) Differentiate between the traditional and the modern view of the marketing process
(5 marks)

2. a) What is customer delivered value? (5 marks)
b) Explain the determinants of Customer Delivered Value. (5 marks)
c) Discuss how the marketing environment influence a company’s marketing strategy.
(5 marks)

3. a) How would an organization analyze its competitors? (7.5 marks)
b) Explain the process of reaction of existing businesses to the entry of a new competitor
who comes to the market, say, using a low price strategy for similar products. (7.5 marks)

4. a) Discuss the rationale behind market segmentation. (5 marks)
b) State how a manager can ensure that segmentation of the market to be undertaken by the
company is most effective. (5 marks)
c) Explain the different ways of market positioning. (5 marks)

5. a) Explain the “total product” and the three levels of a product. (5 marks)
b) Using a relevant example, explain the relevant marketing strategies applicable in the
different Stages of the Product Life Cycle. (5 marks)
c) A company is contemplating on bringing a new product to the market. Explain the New
Product Development process. (5 marks)

6. a) Explain the factors that shape pricing decisions. (5 marks)
b) Using appropriate diagrams, explain how does price Elasticity of Demand is used to
set the price of a product. (5 marks)
c) State the common pricing tactics used by firms dealing with consumer goods. (5 marks)

7. a) State the critical distribution problem faced by marketers. (5 marks)
b) How would a marketing manager evaluate a company’s distribution strategy. (5 marks)
c) What are the key issues a marketer would need to address while developing a promotion
strategy for a firm? (5 marks)

Mktg 510:Marketing Management August 2010 Question Paper

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