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Hps2111:Quality Management Question Paper

Hps2111:Quality Management

Course:Bachelor Of Supplies Management

Institution: Meru University Of Science And Technology question papers

Exam Year:2011

QUESTION ONE – 30 MARKS
a. In your own words, briefly outline the meaning of the phrase “Marketing Management” (2 Marks) b. Explain how the following marketing philosophies and concepts have affected the marketing of products services. Use appropriate examples in your explanation. (9 Marks) i. Societal marketing ii. Relationship marketing iii. Integrated marketing c. Discuss five approaches that a marketing researcher can utilize to collect primary data. (10 Marks) d. Highlight how reference groups and the family affects consumer behavior. (6 Marks) e. Explain how the political environment affects marketing activities in Kenya. (3 Marks)
QUESTION TWO – 30 MARKS
a. “Marketers have used price as a weapon to launch and maintain profitable products in the market”. Explain five pricing strategies utilized by firms so as to thrive in the market place. (10 Marks) b. Define the term behavioral segmentation. (2 Marks) c. With the use of appropriate examples, discuss four variables that characterize behavioural segmentation. (8 Marks)
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QUESTION THREE – 20 MARKS a. Using relevant examples, describe four target market strategies exploited by marketers upon segmenting a given market. (8 Marks) b. When planning to carry out a market research, the researcher must to identify the contact methods to use to contact respondents. Explain clearly how the following methods can be exploited by the researcher: (12 Marks) i. Mail questionnaire ii. Telephone interview iii. Personal interview iv. Outline interview
QUESTION FOUR – 20 MARKS
a. Upon production of goods, business firms must clearly outline how they will reach the target market. Discuss the critical distribution decisions that they must arrive at in order to achieve this. (10 Marks) b. With the use of appropriate examples, describe how marketers would use the extended marketing mix for service marketing in order to excellently market an identified service. (10 Marks)
QUESTION FIVE – 20 MARKS
Paul has been working abroad for a while and has decided to settle back in Nairobi. He intends to buy a completed house in any part of the city to live in. Describe in depth, the decision making process that he will undergo before and after the purchase of the house. (20 Marks)

Hps2111:Quality Management Question Paper

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