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Marketing Management July 2008 Question Paper

Marketing Management July 2008

Course:Diploma In Business Administration And Management ()

Exam Year:2008

MARKETING MANAGEMENT
INSTRUCTIONS TO CANDIDATES
Answer any FIVE of the SEVEN questions.
All questions carry equal marks.
This paper consists of 3 printed pages.
Candidates should check the question paper to ascertain that all the pages are printed as indicated and no questions are missing.
1.(a) Explain the benefits that an organization may derive from establishing long-term mutually satisfying relationship marketing with its channels members.(10 marks)
(b) Twanga Ltd intends to extend its marketing operations into a foreign country. Explain the economic environmental factors in the foreign market that the organization should consider before commencing operations.(10 marks

2.(a) Takasa Ltd is a newly established manufacturing firm. Highlight the benefits that the firm would derive from formulating good marketing objectives.(10 marks)
(b) Fum Ltd, a manufacturer of fast moving consumer goods (FMCGs), ensures that all its new products are well labelled. Explain the benefits that the firm derives from this practice.(10 marks)

3.(a) Quality leadership is one of the objectives that an organization can pursue through its products policy. Explain how an organization can ensure sustainability of product quality leadership.(10 marks)
(b) Despite the benefits of test marketing to a firm, there are certain limitations to this aspect of new product development. Outline such limitations.(10 marks)

4.(a) Explain the reasons for the increased popularity of the radio as an advertising medium in the recent past.(10 marks)
(b) For a salesperson to be effective in his job he should be able to develop leads. Explain the ways in which a lead can be developed.(10 marks)

5.(a) Explain the benefits that the organization may derive from the user of non-shop non-person retailers in the distribution of its products.(10 marks)
(b) Windy Ltd organizes its sales force on a geographical basis.
Explain the benefits that the organization may derive from organizing its sales force on this basis.(10 marks)

6.(a) Kapu Ltd has adopted the single pricing policy on all its products.
Explain the benefits that the organization is likely to derive from such a move.(10 marks)
(b) Observation as a method of conducting research can only be effective under certain condtions.
Explain these conditions.(10 marks)

7.(a) Topsy Ltd intends to enter a foreign market through franchising.
Explain the likely benefits to the organization from pursuing this mode of foreign market entry.(10 marks)
(b) Organizations find it necessary to develop new products over time.
Explain the reasons for such necessity.(10 marks)

Marketing Management July 2008 Question Paper

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