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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:2012



TIME: 2 HOURS
Instructions: Answer Question ONE and any other TWO Questions.
Question One
Define marketing management and explain necessary successful tasks of a marketing Manager.
(8 Marks)

Critically explain the marketing planning process.
(7 Marks)

Discuss how marketing managers use the demand states to manage marketing activities. Give examples of each demand state.
(8 Marks)
Explain marketing metrics for measuring market performance. (7Marks)

Question Two
Discuss the components of modern marketing information system.
Why is it necessary to conduct internal marketing.
(6 Marks)
Explain how marketing managers measure customer satisfaction.
(6 Marks)

Question Three
Discuss the following buying situation:
(9 Marks)
Straight Rebug
Modifier Rebug
New Task
Explain why marketers Spencer events.
(6 Marks)

Discuss FIVE M’s of advertising.
(5 Marks)

Question Four
Discuss the role of a fighter brand in brond portfolio.
(6 Marks)
(b)Explain how managers use the following services to benefit the organization.
Self service
Self selection
Limited service
Full service
(10 Marks)
Explain reasons for brand cannibalization
(4 Marks)

Question Five
What is the use of prototype testing.
(5 Marks)
Explain the relationship outputs of Alpha testing and Beta testing uses for marketing managers.
(15 Mark)




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