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Mktg 310:Marketing Management March 2009 Question Paper

Mktg 310:Marketing Management March 2009

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 310

INSTRUCTIONS:
Answer four questions. Question One and Question Two are COMPULSORY

QUESTION ONE
a) “The market place isn’t what it used to be”. Discuss this statement and explain
the implications for the practice of marketing management (5mks)
b) What is meant by the term “total marketing environment”. (5mks)
c) In the light of 1.b) above, what are the tasks performed by marketing
management? (5mks)
d) Compare the traditional and the modern view of the marketing process.
(5mks)

QUESTION TWO
a) Discuss the contents of a marketing plan (5mks)
b) How can a manager measure the performance of a marketing plan? (5mks)
c) Describe ways in which a company can improve the quality of its marketing
intelligence. (5mks)
d) Describe the actions a marketer can take to efficiently relate with customers.
(5mks)
QUESTION THREE
a) Explain the stages of the consumer buying decision process and indicate the roles
of the marketer in each stage. (5mks)
b) Differentiate between marketing segmentation and market targeting.
(5mks)
c) Give the criteria a manager can use to evaluate the effectiveness of market
segmentation. (5mks)

QUESTION FOUR
a) Describe the product life cycle and explain the appropriate marketing strategies
for each stage.
b) Explain the strategic role of pricing for a marketer (5mks)
c) Briefly explain the process of setting the price of a product (5mks)

QUESTION FIVE
In designing a marketing channel system, the marketer must understand the service
output levels desired by target customers. Describe these service outputs. (5mks)

Mktg 310:Marketing Management March 2009 Question Paper

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