Marketing Management Question Paper
Marketing Management
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2009
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING (IOL)
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
BBA 504: MARKETING MANAGEMENT
DATE: _Wednesday 7th January 2009
TIME: 2.00pm-5.00pm
INSTRUCTIONS
1.
Answer any THREE (3) Questions
2.
Question ONE (1) is Compulsory
1.
a)
Distinguish between the controllable and the uncontrollable marketing variables. How are the two sets of variable related? (10marks)
b)
Identify and explain the different marketing management philosophies as used by the organization for success today. (20marks)
c)
Define diversification strategy and explain it usefulness in organizations today. (10marks)
2.
a)
Explain why the consumers are viewed as decision-makers in organizations (10marks)
b)
“Marketers are greatly concerned about complaints.” Explain this statement. (10marks)
3.
What are differences between concentration strategy and differentiation marketing? Describe the advantages and disadvantages of each. (20marks)
4.
a)
“The concept of a product life cycle does not define what a product is.” Explain. (10marks)
b)
Discuss the practical problems of applying the concept of the produce life cycle in a real world situation. (10marks)
5.
a)
Define personal selling and highlight its contribution to the success of a company. (8marks)
b)
Briefly discuss the major problems and issues that face a marketing executive charged with the responsibility of managing the personal selling functions in an organization. (12marks)
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