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Marketing Management (Mktg 330) Question Paper

Marketing Management (Mktg 330)

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
Failure to develop new products exposes a company to risk. Explain.

(15 Marks)
Outline the reasons why packaging has greatly developed in the recent past.
(15 Marks)

Question Two
A new energy drink has recently been introduced in the market. You have been appointed by the company to advise on how the brand can be marketed in the Kenyan market successfully in the next 12 months following a well developed marketing plan for the brand.
Explain the importance of planning to an organization.
(8 Marks)

Describe the contents of a marketing plan.
(12 Marks)

Question Three
The key to winning and keeping customers is to understand their needs and buying processes better than your competitors, and to deliver more value. Explain the various ways that a firm can differentiate its offer from those of its competitors. (20 Marks)

Question Four
Suggest strategies that a marketing manager can use to motivate and maintain the members in the channel of distribution.
(10 Marks)

Discuss the case of government involvement in marketing activities.

(10 Marks)

Question Five
Discuss the factors that affect promotion mix ingredients used by an organization and the intensity with which an organization uses them.
(12 Marks)
Describe the way marketing research is used in the new product development process.
(8 Marks)

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