Marketing Seminar Question Paper
Marketing Seminar
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2011
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 625: MARKETING SEMINAR
DATE: WEDNESDAY, 2ND FEBRUARY 2011 TIME: 2.00 P.M. - 5.00 P.M.
INSTRUCTIONS: Attempt Question One and any other Three.
1.
Define the marketing concept in your own words, and then suggest how acceptance of this concept might affect the organization and operation of Kenyatta University (30 marks)
2.
Distinguish clearly between a marketing strategy and a marketing mix. Use an example. (10 marks)
3.
Among the environmental factors that have affected marketing over the last decade or so are high fuel cost, inflation, and the emergence of the computer technology. Give examples of how each has changed or affecting marketing. (15 marks)
4.
How do marketing strategies differ from marketing plans, if at all? How are they related? (10 marks)
5.
Discuss whether Churches practice product differentiation by reviewing the “product offerings” available for Catholics, Protestants and other religions. (10 marks)
6.
What are the meanings of the following terms:
a)
Product attributes
(4 marks)
b)
Product benefits
(3 marks)
c)
Product support system
(3 marks)
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