Marketing Management Question Paper
Marketing Management
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2010
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 504: MARKETING MANAGEMENT
DATE: MONDAY 29TH NOVEMBER 2010
TIME: 9.00 A.M. - 12.00 P.M.
INSTRUCTIONS: Answer Question ONE and any other THREE questions.
1.
Read the case below and answer the questions that follow:
THE READING UNIVERSITY
The Reading University, one of the oldest private universities in Kenya, has been in existence for about fifteen years. For a long time, the university has enjoyed calmness and increased enrolment in its programmes. It attracts both part-time and full time lecturers from other universities. Given its international orientation, the university attracts students from all cultural backgrounds. The university claims to be the best in terms of learning facilities which include a well stocked library, computer facilities, optimal class sizes and is located in a conducive environment for learning. On average, its fees is higher than those of the other universities. The courses offered in the learning university includes Business Administration, International Business Administration, Psychology and Information Technology among others. These course are offered both at undergraduate and postgraduate level. In a recent board meeting, one of the members had the following to say, “We have to do everything possible to increase the students’ enrolment in our MBA programme. We cannot sit back and watch this declining trend while other universities are experiencing the opposite. Why should we assume that we are the best when all is not well? Let us try to change our orientation”. In support of this view, another member of the board said; “It is good that we are now realizing that we are not the best with many universities coming up, and others utilizing the excess capacity that they have. We have to be watchful as these competitors may erode our market share’. Having heard all these sentiments, the chairman wondered where they should start from. He suggested that the board members put their heads together and determine which course of action to take. “Of course we have to start with the Strategic Plan which in the first place is non-existent” Retorted one of the directors.
(i)
In what ways would marketing planning assist the university. (10 marks)
(ii)
When developing a positioning strategy for its MBA programme, what differentiators according to Philip Kotler’s competitive strategies should the university use. (10 marks)
(iii)
Assume that the University management has decided to carry out marketing research, explain ways in which it may benefit from the research. (10 marks)
2.
(a)
Explain the holistic marketing orientation and how it is applied by specific companies in Kenya. (10 Marks)
(b)
Explain five basis of segmenting industrial markets in Kenya. (10 marks)
3.
(a)
You have been appointed as a Marketing Manager by an insurance company in Kenya. Describe in details the process you would adopt for developing new products. (10 marks)
(b)
Explain five characteristics of services that make them different from products, and the strategies marketers use in Kenya. (10 marks)
4.
(a)
Explain four ways to position a product of your choice. (8 marks)
(b)
Identify and explain the intermediaries involved in performing the functions required to avail photocopy papers in a university and indicate clearly the functions performed by each intermediary you have identified. (6 marks)
(c)
Explain for pricing strategies that you would apply to launch a new product in the market. (6 marks)
5.
The telecommunication sector like all other sectors in Kenya is affected by the macro environmental factors, citing specific examples, discuss these factors and show how firms in the sector have responded to them. (20 marks)
6.
Discuss the concept of relationship marketing and its role in marketing. (20 marks)
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