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Marketing Management Question Paper

Marketing Management

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTERS IN
BUSINESS ADMINISTRATION
BBA 504: MARKETING MANAGEMENT
DATE: Tuesday 11th MARCH 2008 TIME: 2.00 P.M.– 5.00 P.M.
INSTRUCTIONS:
Question number ONE is compulsory. Attempt any other two.
1.
Discuss in detail why it is important to students inspiring to take managerial positions to have a general understanding of what marketing management is all about. In doing so indicate how it contributes in the achievement of the strategic business objectives of the company. (30 marks)

2.
Using appropriate examples and illustrations, explain how the marketing research process is used to solve problems of either applied or basic research you must consider the relevant steps that are involved. (15 marks)

3.
The business environment in Kenya has been affected by rules, which are either mega a task. With this in mind identify, how businesses have responded in the last decade to these forces within the Kenyan context. (15 marks)

4.
Discuss consumer behaviour model in respect to:
(a)
High involvement products
(b)
Low involvement products
(provide appropriate examples).
(15 marks)

5.
Write brief notes on the following:
(a)
Product life cycle strategies
(b)
Ansofts growth matrix
(c)
BCG matrix
(15 marks)