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Marketing Fundamentals(Mktg 022) Question Paper

Marketing Fundamentals(Mktg 022)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME: 2 HOURS
INSTRUCTIONS
Answer question one and any other two questions.
Question One
Read the case below and answer the question below:-
Nairobi is a big city whose proudest moment came about when Delta Airline, an international airline, started services to the city. In the eyes of the community having daily commercial air services was a sign that the town "had arrived". It was therefore a blow to the community’s self esteem when delta airlines cut its service back due to financial woes and unstable political environment. The city leaders found this chronic, since they know from the head of the airport that Delta Airline was running at 80% daily capacity which was profitable for them.
Another person who observed this was D. K. Mutia an experienced aeronautic Engineer and pilot who owned several small Airplanes with capacity of only 100 seats, he wouldn’t have been able to compete with Delta Airline, with its 24 hour reservation line, relationship with other carriers and national advertising, but when Delta Airline dropped its service to and from New York a new opportunity opened to the 100 seaters replacing Delta airlines.
Question One
Analyze the Macro and micro-environment of the two companies and briefly and concisely prepare a SWOT analysis for both Delta and D. K aeroplanes.
(15 Marks)
Does D.K. have any resources that would let him charge at a premium price?
(5 Marks)

Question Two
What are core concepts that underlie the discipline of marketing?
(10 Marks)
What are the basic tasks performed by marketing managers?
(10 Marks)

Question Three
Discuss using clear examples the Maslow’s hierarchy of needs.
(10 Marks)
What are the stages in consumers buying process?
(10 Marks)

Question Four
Products live and die, discuss this statement using clear illustration.
(10 Marks)
Describe five factors that a marketing manager would consider when selecting a pricing method.
(10 Marks)

Question Five
Describe the steps to follow in developing a marketing communication program.
(10 Marks)
Briefly explain for functions of distribution channels.
(10 Marks)

Marketing Fundamentals(Mktg 022) Question Paper

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