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Marketing Management Question Paper

Marketing Management 

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2010



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 504: MARKETING MANAGEMENT
DATE: MONDAY, 15TH FEBRUARY 2010 TIME: 2.00 P.M. - 5.00 P.M.

INSTRUCTIONS: Respond to Any Three Questions.


1.
What is marketing management philosophy? Identify and explain the different marketing management philosophies that can be used by firms for success in the market place. (20 marks)

2.
(a)
Why is the consumer viewed a decision-maker. (10 marks)
(b)
In what ways does a social class affect an individual’s purchase behaviour. (10 marks)

3.
(a)
Discuss the product features that influence the rate of adoption of a new product in the market. (10 marks)
(b)
Giving examples, discuss the practical problems of applying the concept of the product life cycle in real world situation. (10 marks)

4.
What are the differences between concentration strategy and differentiation marketing. Describe the advantages and disadvantages of each. (20 marks)




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