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Hbc2207:Marketing Management Question Paper

Hbc2207:Marketing Management

Course:Bachelor Of Commerce

Institution: Meru University Of Science And Technology question papers

Exam Year:2011

QUESTION ONE – (30 MARKS)
a) Answer all the following: i. Define marketing management (2 marks) ii. Briefly explain the scope of marketing (8 marks) iii. Differentiate between Transfer and a Transaction. (4 marks) b) Explain holistic marketing. (4 marks) c) Define marketing information system (2 marks) d) Explain four sources of marketing information systems (10 marks)
QUESTION TWO (20 MARKS)
Discuss the role of mirco and macro environment in marketing management. (20 marks)
QUESTION THREE (20 MARKS)
a) Discuss the product life cycle concept. (10 marks) b) How can this concept be used as a managerial tool to control onset of maturity phase. (10 marks)
2
QUESTION FOUR (20 MARKS)
a) What do you understand by the term Business definition, in strategic planning process (5 marks) b) Explain three (3) levels at which strategic planning takes place. (15 marks)
QUESTION FIVE (20 MARKS)
a) Explain the role of a marketing plan. (5 marks) b) Discuss five (5) main items of a good marketing plan. (15 marks)

Hbc2207:Marketing Management Question Paper

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