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Dpba 016: Marketing Management Question Paper

Dpba 016: Marketing Management

Course:Marketing Management

Institution: Kenya Methodist University question papers

Exam Year:2008

KENYA METHODIST UNIVERSITY

END OF SECOND TRIMESTER 2008 EXAMINATIONS

FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTEMENT : BUSINESS ADMINISTRATION
COURSE CODE : DPBA 016
COURSE TITLE : MARKETING MANAGEMENT
TIME : 2 HOURS

INSTRUCTIONS:
• Answer Question ONE (Compulsory) and any other TWO Questions

Question 1
(a) Explain why the following elements are considered the most important of the core marketing concepts.
(i) Product (5 marks)
(ii) Price (5 marks)
(iii) Promotion (5 marks)
(iv) Place (5 marks)

(b) Discuss the various issues that can be considered in each of the above elements
(20 marks)

Question 2
Pricing is a critical element in every marketing plan because it is directly connected to a company’s revenue and profit goals. Explain five pricing methods that a company can use to give a price to its products. (20 marks)

Question 3
Define and state the importance of:
(a) Selling (10 marks)
(b) Sales promotion (10 marks)

Question 4
Using clear examples, explain what you understand by;
(a) Consumer promotional tools (10 marks)
(b) Business promotional tools (10 marks)

Question 5
“Before developing their marketing plans, marketers need to study consumer behavior”
(a) Define buyer behavior and state the main types of buyer behavior (10 marks)
(b) What are the major factors that influence buyer behavior? (10 marks)

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