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Diploma In Business Administration Marketing Management Question Paper

Diploma In Business Administration Marketing Management

Course:Diploma In Marketing Management (Marketing Management)

Institution: Machakos University question papers

Exam Year:2011

Instructions
1. Time: 2 Hours
2. Answer any five questions.

1.(a) Define the following terminologies as used in marketing management
(i) Marketing
(ii)Market
(iii) Demand
(iv) Needs
(v)Product (10 marks)
(b) Explain the elements of marketing mix (10 Marks)

2. (a) State and explain the stages involved in a new product development process. (12 Marks)
(b)Explain four basis of market segmentation. (8 Marks)

3.(a) Illustrate the product lifecycle.(12 Marks)
(b) Explain four methods that an organization can use in determining the prices of its products. (8 Marks)

4.(a) Explain five factors influencing the choice of promotion media in an organization. (10 Marks)
(b)Explain the components of the external environment of a marketing system.(10 Marks)

5. (a) Differentiate marketing from: (8 Marks)
(i) Public relations
(ii) Advertising
(iii) Personal selling
(iv) Sales promotion
(b) Describe the process followed in setting the price of a commodity.(12 Marks)

6. (a) A common framework for grouping a market's consumer buying characteristics and pattern are identified by the five research questions of marketing. Explain the five questions of consumer buying patterns.(10 Marks)
(b) Explain five factors influencing consumer buying decisions.(10 Marks)

7.(a)(i) Define market research (2 Marks)
(ii) Explain the procedure in conducting a market research. (10 Market)
(b) Highlight four sources of new product ideas. (8 Markets)

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