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Dma 202 : Principles Of Marketing Question Paper

Dma 202 : Principles Of Marketing

Course:Principles Of Marketing

Institution: University Of Nairobi question papers

Exam Year:2015

Instructions
Attempt question ONE and any two questions
Use relevant examples
Do not write on the question paper
Q1 (a) A marketing manager of WAAB fashions a newly established clothing retail stores would like you to explain marketing management philosophies adopted by various organizations today. (15marks)
(b) Explain to an enterprenuer without marketing background the concept of customer satisfaction and its importance in marketing.
c) Assume that you are marketing specialty goods where you supposedly working. You are required to explain the buyer decision process that consumers are likely to go through in case of specialty goods(10mks)
Q2. A South African based company interested in targeting Kenyan market with its products next year has asked you to explain micro and macro environmental factor that might influence it marketing activities in Kenya. (20marks)
Q3. A Company that has been using mass marketing approach for decades to market its products in Kenya wants to adopt market segmentation, targeting and positioning. Explain the following to the company marketing manager;
(a) Base for market segmentation (11mks)
(b) Requirements for effective segmentation (5mks)
(c) Steps involved in positioning process (4mks)
Q4. (a) Discuss the function performed by middlemen in marketing of goods and services using suitable examples (8mks)
(b) Assume you are in charge of new production unit in a newly established company in Kenya. Explain the new product development process commonly used by organization today (12mks)

Dma 202 : Principles Of Marketing Question Paper

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