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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 2008/2009
INSTITUTE OF OPEN LEARNING

EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION

BBA 505:
MARKETING MANAGEMENT
=================================================================
DATE: MONDAY 10TH AUGUST 2009 TIME: 2.00 P.M. – 5.00 P.M.

INSTRUCTIONS
Answer Any 4 Questions.

Q.1
Discuss the product features that influence the rate of adoption of a new product in the market. (20 marks)

Q.2
Define marketing research and highlight its importance to organizations today giving relevant examples. (20 marks)

Q.3
What are the differences between concentration strategy and differentiation marketing. Discuss the advantages and disadvantages of each. (20 marks)

Q.4
Define personal selling and highlight its contribution to the success of an organization today. (20 marks)

Q.5
Briefly discuss the major challenges facing marketing executives today. (20 marks)

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