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Marketing Management (C.A.T) Question Paper

Marketing Management (C.A.T)

Course:Master Of Business Administration

Institution: University Of Nairobi question papers

Exam Year:2008

FACULTY OF COMMERCE

DMA 501: MARKETING MANAGEMENT(C.A.T)

TIME:1Hr 30 min

INSTRUCTIONS

Answer questions one and any other question.

1.Read the case below and answer the following questions.

CASE: VILLA DEN PUB (VDP)

The Villa Den Pub was located in a deprived area where incomes were low and unemployment high.It put luncheons every day of week for its customers.The menu offered each day was exactly the same and there was no variation from week to week.It comprised of Tomato soup,eggs,chips,rice and pudding.This made up a three-course meal in the town.

For a couple of years the management of the pub enjoyed a steady income from both its Bar trade and its lunch time meals.Every day the pub was packed full of the locals and the occasional passers-by.Some six months ago a Japanese owned company recruited its assembly workers locally,and many people who were unemployed found themselves with jobs.

In the last six months,business at the VDP has slackened altogether.Not only is there little demand for the cheapest three course-meal in town,but there has been a substantial fall-off in the bar trade at lunch times,evenings and weekends.

(i) What went wrong at VDP?(8 Marks)

(ii) Was management of VDP practicing the product concept,production concept or marketing concept?(12 Marks)

(iii) How would Marketing planning be useful to Pub's Management?(10 Marks)

Marketing Management (C.A.T) Question Paper

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