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Mktg 310:Marketing Management December 2010 Question Paper

Mktg 310:Marketing Management December 2010

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY UNIVERSITY EXAMINATIONS
2010/2011 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 310

INSTRUCTIONS:
Answer question ONE and any other TWO questions

QUESTION ONE
A new company has set up in Kenya, in the course of planning its activities for the first year of
Operations the company is facing problems with developing appropriate marketing strategies
that will enable its success in Kenya and East Africa. It has been unable to secure distribution
channels and outlets. You have been hired as a marketing consultant with the company;
(a) Explain THREE benefits of marketing planning for company (6 marks)
(b) Using BCG model, explain the strategic alternatives available to the company (8 marks)
(c) Describe the factors to be considered in the choice of distribution channels (8 marks)
(d) For Kenyan market, giving advantages describe FOUR outlets the company can use
(8 marks)

QUESTION TWO
(a) Explain the functions of advertising in promotion (8 marks)
(b) Suggest how Kenya government can promote local tourism (12 marks)

QUESTION THREE
(a) State the meaning of the following concepts
(i) Market positioning
(ii) Market segmentation
(iii) Market targeting
(iv) Target markets (8 marks)
(b) Outline the bases that can be used for market segmentation in Kenya (4 marks)
(c) What marketing benefits accrue from segmentation (8 marks)

QUESTION FOUR
Marketers are severely affected by the environment in which they work, the environment also
impacts on marketing decisions. In view of this statement, discuss the overall environmental
factors that impact both positively and negatively on marketing. (20 marks)

QUESTION FIVE
(a) Evaluate the consumer purchase decision process (10 marks)
(b) Explain internal and external factors that may influence consumer behavior (10 marks)

Mktg 310:Marketing Management December 2010 Question Paper

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