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Marketing Management Question Paper

Marketing Management

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2007

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION
BBA 504: MARKETING MANAGEMENT
DATE: 26TH November 2007
TIME: 2.00 - 5.00 pm
INSTRUCTIONS:
Answer any Four Questions.
1.
Discuss the importance of understanding the product life cycle concept and the applicability in as far as marketing strategies are concerned. (25 marks)

2.
Research within an organisation is continuous whether applied or basic. Differentiate between these two types of research and by providing proper examples show all the steps that are involved within the research process. (25 marks)

3.
The development of a marketing program requires the integration of the 4Ps of marketing to serve the identified segment properly. Briefly explain the aspects of each P and state how they should be integrated to help in achieving marketing objectives. (25 marks)

4.
Entering an international market requires major decisions to be made on the following, the entry strategy/adaptation or standardization, and the appropriate structure. Discuss. (25 marks)

5.
Write brief notes on the following aspects of marketing management.
(a)
Positioning (10 marks)
(b)
Product portfolio (5 marks)
(c)
BeG matrix (10 marks)