Marketing Management Question Paper
Marketing Management
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2008
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS
2007/2008
SELF-SPONSORED
PROGRAM - SCHOOL BASED
EXAMINATION
FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 505: MARKETING
MANAGEMENT
DATE: Tuesday 2nd January 2008
TIME: 9.00 am -12.00 noon
INSTRUCTIONS:
Answer Question ONE and any other THREE.
1.
Discuss in detail, the meaning and importance of modern marketing concept. In your
opinion as a local business person, and using appropriate examples, suggest to what
extent this concept can be applicable in Kenya.
(15 marks)
2.
"Every product is aimed at some markets and its marketing success depends
on its "fit" with the market". Critically examine the statement highlighting
the environmental variables that require consideration.
(15 marks)
3.
As a newly recruited Marketing Manager for Kenyatta University, write a
proposal to the University Senate indicating how you would apply the
marketing mix to market the University programs to gain competitive
advantage over other institutions of higher learning.
(15 marks)
4.
"Marketing research plays a crucial role in the effort of a marketer in under-
standing his firm's mission statement." With the use of appropriate examples,
explain how the same would be applicable in an organization of your choice.
(15 marks)
5.
"Marketing communication delivers results only when all elements are integrated
to deliver brand values to the target market". Distinguish the elements and discuss the
factors that influence the marketing communication process.
(15 marks)
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