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Dbm 106/Dsm 108: Marketing, Planning And Control Question Paper

Dbm 106/Dsm 108: Marketing, Planning And Control

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2009

UNIVERSITY OF NAIROBI
SECOND SEMESTER EXAMINATIONS

EXAMINATIONS FOR THE DIPLOMA IN BUSINESS MANAGEMENT AND DIPLOMA IN SALES AND MARKETING MANAGEMENT

DBM 106/DSM 108: MARKETING, PLANNING AND CONTROL

Instructions:
Answer question one and any other two questions

QUESTION ONE
a.
i. State and explain four product mix pricing strategies. (10mks)
ii. Differentiate between market skimming pricing and market penetration pricing. (5mks)

b. Discuss the following concepts as used in evaluation and control in marketing efforts
i. Profitability control (5mks)
ii. Efficiency control (5mks)
iii. Marketing audit. (5mks)

QUESTION TWO
a.
i. Define a distribution channel. (2mks)
ii. Discuss the factors that influence the choice of distribution channel. (8mks)

b.
i. Describe the distribution channel levels for consumer marketing channels. (4mks)
ii. Explain the various measures marketers can use in resolving conflicts between channel marketers. (6mks)

QUESTION THREE
a. Define the term "marketing control". (2mks)
b. Discuss the various types of marketing control and the approaches used to implement them. (18mks)

QUESTION FOUR
a. Explain briefly the components of a marketing plan. (10mks)
b. Discuss five decisions that a marketing manager should make when developing an advertisement programme. (10mks)

QUESTION FIVE
You have been employed as a marketing manager in a well established company dealing in electronic goods. The company wants to spread its operations to a wider market area. Explain the various market entry strategies that he will adopt. (20mks)

Dbm 106/Dsm 108: Marketing, Planning And Control Question Paper

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