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Mktg 330: Marketing Management Question Paper

Mktg 330: 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 : MKTG 330
COURSE TITLE : MARKETING MANAGEMENT
TIME : 2 HOURS

INSTRUCTIONS:
• Answer Question ONE and any other TWO Questions

Question 1
(a) Define each of the following concepts:
(i) Market Segmentation (4 marks)
(ii) Market Targeting (4 marks)
(iii) Market Positioning (4 marks)

(b) Explain how each of these concepts are used by the marketing manager to develop an effective marketing strategy. (8 marks)

(c) Describe the five “Marketing Management Philosophies’. (10 marks)

Question 2
The essence of marketing is about developing a true customer orientation. If that is the case, it can be argued that there is little difference between B2B marketing and consumer marketing. Assess the extent to which you would agree with this proposition. (20 marks)

Question 3
Because pricing is such a difficult challenge, many companies examine the policies adopted by their main competitors and use the information obtained to fix their prices. Assess the consequences of such an approach. What advise would you provide to a company selling office furniture about its pricing strategy? (20 marks)

Question 4
(a) Define and describe each of the following distribution strategies:
(i) Intensive distribution (4 marks)
(ii) Exclusive distribution (4 marks)
(iii) Selective distribution (4 marks)

(b) Explain how each distribution strategy is used by the marketing manager as an
integrated part of the overall marketing programme, using examples to illustrate
your answer. (8 marks)

Question 5
(a) Define your understanding of the term “Product Life Cycle’. (2 marks)

(b) Identify and describe the stages of the lifecycle and suggest how the concept
may be used by the marketing manager. (10 marks)

(c) Identify and describe the marketing Research Process’ (8 marks)

Mktg 330: Marketing Management Question Paper

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