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Marketing Management Seminar Question Paper

Marketing Management Seminar

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
INSTITUTE OF OPEN LEARNING (IOL)
UNIVERSITY EXAMINATIONS 2007/2008
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION

BBA 625:
MARKETING MANAGEMENT SEMINAR

DATE: Wednesday, 9th July, 2008
TIME: 9.00 a.m. – 12.00 noon
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INSTRUCTIONS:
Attempt any FOUR questions.
Q.1
Relationship Marketing is key in ensuring that firms attain their objectives in marketing their product or service offers Discuss. (25 marks)

Q.2
a)
Explain the proactive and reactive reasons that motivate firms to engage in globalization of their business. (10 marks)
b)
Outline the Pros and Cons of each of the following entry and operational strategies in international markets.
i)
Joint ventures (7 marks)
ii)
Licensing (8 marks)

Q.3
a)
Marketing Managers should not ignore the concept of social responsibility in the conduct of their activities. Briefly explain the arguments for and against this concept and how it can impact on Marketing Management decisions. (18 marks)
b)
Explain the role of ethics in Marketing Management Decisions. (7 marks)

Q.4
The Environment is critical in the Marketing Decisions and Planning. Discuss the components form the external environment and how it can impact on Marketing Decisions. (25 marks)

Q.5
Explain how each of the following models can improve Marketing Management Decisions:
i)
The value chain (10 marks)
ii)
The BCE Growth Share Matrix (15 marks)

Marketing Management Seminar Question Paper

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