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Mktg 310:Marketing Management December 2008 Question Paper

Mktg 310:Marketing Management December 2008

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2008

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 310

INSTRUCTIONS:
ANSWER THREE QUESTIONS IN ALL.
QUESTION ONE (1) IS COMPULSORY

1. a) Differentiate between “micro marketing” and “macro-marketing” (5 Marks)
b) Explain the importance of marketing to the society, and the organization that
practices it (10 Marks)
c) What is meant by the term “marketing management”? (5 Marks)
d) Marketing intelligence involves the continuous gathering and analysis of
relevant information about the marketing situation. Explain how, through
marketing intelligence marketing managers react to environment changes
(10 Marks)
e) How does Marketing Information System differ from marketing research?
(5 Marks)
f) What are the basic forces that govern competition? (5 Marks)

2. a) Explain the decision making process involved in the purchase of an unfamiliar
product or one that is more expensive (5 Marks)
b) What is “cognitive dissonance” Give an example of a situation in which
cognitive dissonance takes place (10 Marks)
c) State the major methods used in forecasting (2½ Marks)
d) On what basis would you choose a method of forecasting of a company’s sales?
(2½ Marks)

3. a) Differentiate between product differentiation and market segmentation as
marketing strategies (10Marks)
b) Explain when it would be appropriate to use of the two strategies independently
(5 Marks)
4. a) What are the objectives sought to be achieved through advertising (5 Marks)
b) Give the five key issues that may lead to successful advertising and publicity
tactics (5 Marks)
c) Using a relevant example, explain how not-for-profit organizations use
marketing concepts in their work (5 Marks)

Mktg 310:Marketing Management December 2008 Question Paper

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