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Marketing Management(Mktg 330) Question Paper

Marketing Management(Mktg 330)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2010

TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE (compulsory) and any Other TWO Questions

Question 1
a) Define the term ‘Marketing Management? In the context of a developing country, explain while justifying your assertions on how you would segment the market in light of the firm being a fast moving consumer goods company (FMCG). (15marks)
b) Discuss the influencing factors determining market segmentation and provide challenges thereof. (15marks)

Question 2
Define the term ‘Pricing’? How is pricing influenced in Kenya especially given the high unemployment rates. (20marks)

Question 3
a) “Merchandising encompasses product and service activities”. Elaborate. (10marks) b) With the help of a diagram, explain the process of new product planning and development. (10marks)

Question 4 “An advertising copy is the single most important ingredient for ensuring a successful marketing campaign”. Discuss. (20marks)

Question 5
Define Marketing Organization? Expound on the various classifications of markets (20marks)

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