Hbc2207:Marketing Management Question Paper
Hbc2207:Marketing Management
Course:Bachelor Of Commerce
Institution: Meru University Of Science And Technology question papers
Exam Year:2013
QUESTION ONE – (30 MARKS)
(a) Describe the classification of consumer entities, giving specific buying reasons associated with each class of consumer entities. (10 Marks) (b) Explain how psychological factors can influence a consumer choice of a car. (10 M arks) (c) Mr. Gikaria, the marketing manager of a multinational firm has been facing stiff products. Explain the marketing tasks he is likely to undertake with the view of marketing as demand management. (8 Marks) (d) State the meaning of the following concepts in marketing (i) Marketing myopia (ii) Market potential (2 Marks)
QUESTION TWO – (20 MARKS)
(a) The marketing environment poses challenges and opportunities for marketers. Describe social cultural factors that influence marketing activities in Kenya. (8 Marks) (b) There are marketers roles in each of the consumer purchase decision stages. Explain. (8 Marks) (c) Explain any four factors that may influence a purchase of decision. (4 Marks)
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QUESTION THREE – (20 MARKS)
What is marketing management philosophy? Identify and explain the different marketing management philosophies that can be used by firms for success in the market place. (20 Marks)
QUESTION FOUR – (20 MARKS)
(a) Discuss strategies used by marketers to enter international markets. (10 Marks) (b) Marketers understand their environment by conducting environmental scanning. Discuss macro environmental factors that influence marketing. (10 Marks)
QUESTION FIVE – (20 MARKS)
(a) Distinguish between the following and give an example in each case. (8 Marks) (i) Production and product philosophy (ii) Marketing and selling philosophy (b) Briefly explain the following items: (i) Needs (ii) Wants (iii) Demand (iv) Utility (4 Marks) (c) Briefly describe the characteristics of the environment. (4 Marks) (d) - (4 Marks)
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