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Dsmk 103: Marketing Management 2 Question Paper

Dsmk 103: Marketing Management 2

Course:Marketing Management Ii

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 : DSMK 103
COURSE TITLE : MARKETING MANAGEMENT 2
TIME : 2 HOURS

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

Question 1
(a) What is marketing management (5 marks)

(b) Outline five objectives of marketing (5 marks)

(c) Discuss the functions of marketing management (10 marks)

Question 2
(a) What is market segmentation? (2 marks)

(b) Briefly discuss the factors influencing consumer purchase decisions (8 marks)

(c) Discuss the criteria you would recommend for effective targeting of market segments.
(10 marks)
Question 3
Write brief notes on:
(a) Product life cycle (5 marks)
(b) Packaging (5 marks)
(c) Brand Loyalty (5 marks)
(d) Product Line (5 marks)

Question 4
(a) What is promotion mix? (2 marks)
(b) Explain the various elements of promotion mix (8 marks)
(c) Briefly discuss the factors that influence consumer buying behaviour. (10 marks)

Question 5
Explain the key internal and external factors that influence a firm’s pricing decision.
(20 marks)

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