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Mktg 310:Marketing Management March 2010 Question Paper

Mktg 310:Marketing Management March 2010

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR

FOR THE DEGREE OF BACHELOR OF
COMMERCE
COURSE CODE: MKTG 310

INSTRUCTIONS:
1. Answer question ONE and ANY OTHER TWO questions
QUESTION 1
a) Kamau is about to go for an interview for the position of a marketing manager but is not
clear to him what are the functions of a marketing manager. Using your understanding of
marketing management advice Kamau. (6 marks)
b) Assuming that you have just completed the sale of a telephone system to a large
company, explain the post-purchase activities you are likely to undertake. (4 marks)
c) Discuss how Maslow’s hierarchy of needs theory can be used by marketeering to
understand consumers behavior. (6 marks)
d) Evaluate using examples any three negatives effects of marketing on the society.
( 6 marks)
e) Describe any four factors that are considered by marketers in choosing the appropriate
distribution channel. (8 marks)

QUESTION 2
a) Describe briefly the major steps involved in conducting a marketing research. (6 marks)
b) Outline six advantages of conducting marketing research. (6 marks)
c) Identification of market segments that are meaningful should be guided by certain
criteria. Explain. (8 marks)

QUESTION 3
a) Using illustration, elaborate the major roles of players in a decision making unit (DMU).
(6 marks)
b) Describe the steps involved in buying decision process. (8 marks)
c) Explains any three factors that may influence a purchase decision. (6 marks)

QUESTION 4
a) State the meaning of the following concepts in marketing.
(i) Marketing myopia
(ii) Market potential
(iii) Sales potential. (3 marks)
b) Discuss the major marketing management orientations that are used by modern
organizations. (5 marks)
c) What roles does marketing planning play in an organization? (6 marks)
d) Explain the main stages in corporate marketing planning. (6 marks)

Mktg 310:Marketing Management March 2010 Question Paper

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