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Marketing Management Question Paper

Marketing Management

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 504: MARKETING MANAGEMENT

DATE: WEDNESDAY, 2ND DECEMBER 2009 TIME: 2.00 P.M. - 5.00 P.M.

INSTRUCTIONS:

ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS.

QUESTION ONE

Discuss how marketers employ the Product Life Cycle to manage the existing brands and how this can be used in combination with the BCG Matrix. (20 marks)

QUESTION TWO
(a)
Discuss four reasons as to why marketing channels are important. (8 marks)
(b)
Identify and explain the intermediaries involved in performing the functions required to avail Kiwi shoe polish at your nearest Kiosk. Indicate clearly the functions performed by each intermediary you have identified. (10 marks)

QUESTION THREE
(a)
As a new market entrant, explain how you would apply the Niche marketing strategy to survive the cut throat competition in telecommunications sector in Kenya. (4 marks)
(b)
Explain the bases or marketing segmentation variables that you would employ to segment the following:
i.
Housing in Kenyatta University (4 marks)
ii.
Tertiary education (4 marks)
iii.
Motor vehicle sector (4 marks)
iv.
Soft drink (4 marks)

QUESTION FOUR
(a)
What characteristics would distinguish a truly marketing-oriented organization from a sales-oriented organization? (4 marks)
(b)
You have been appointed as a product development Executive by Cadbury Kenya the manufacturers of chocolates. Describe in details the process you would adopt for developing new products. (10 marks)

Marketing Management Question Paper

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