Marketing Management Question Paper
Marketing Management
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2010
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
TRIMESTER EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 504: MARKETING MANAGEMENT
DATE: FRIDAY, 20TH AUGUST 2010
TIME: 5.30 P.M. - 8.30 P.M.
________________________________________________________________________
INSTRUCTIONS:
ANSWER ALL QUESTIONS IN SECTION A, AND TWO QUESTIONS IN SECTION B.
SECTION A:
Read the Case Study below and Answer Question One.
Rainbow Company (RC) manufactures industrial component products to a very high standard in the industry. The quality of Rainbow products is reflected in them being engineered to tighter specifications. Whereas competitors maintain product specification to tolerances within a few hundredths of a centimeter, the Company works to tolerances, which demand accuracy within a few thousandths of a centimeter. This increased accuracy, however, is obtained with the aid of costly plant machinery that demands expensive maintenance. In addition, quality control standards have to be very high and scrapping costs are known to be higher than competitors. Working to such high engineering specifications means the costs of production are substantially higher than those of the competitors and the price charged to customers is correspondingly higher. Many companies are prepared to pay higher price because the precision is engineered product gives more durable services and customers experience fewer problems with the products in use that those produced by competing firms at lower prices. Recently, however, the effects of precision have been felt by all the Rainbow’s customers and cost saving exercises has been implemented by all of them. Nearly all Rainbows’ customers have indicated that unless Rainbow’s can reduce its prices to the level of those of the other potential suppliers, they will be forced to take customers to Rainbow’s competitors. The message clearly indicates that Rainbow’s customers gain sufficient benefits from their more precisely engineered products to warrant paying the premium price.
QUESTION ONE
i)
Which marketing management philosophy does Rainbow Company (RC) pursue? (5 marks)
ii)
What are the dangers of pursuing the philosophy indicated above? (5 marks)
iii)
What actions would you recommend the management of RC to take to address RC’s problems? (5 marks)
iv)
Highlight any five benefits that would accrue to RC Company if it adopted marketing planning. (5 marks)
QUESTION TWO
You were recently engaged in a heated argument with your boss who felt that marketing research is a waste of time and the firm need not spend the money and effort on it. He also felt that you are simply trying to fool him around by introducing new terms such as marketing Intelligence system, Internal Records system and marketing decision support system: to describe the same thing, i.e. marketing research:
i)
Explain to the boss the concepts identified. (12 marks)
ii)
Write a memo to your boss convincing him that marketing research is not a waste and the firm stands to benefit in several ways. (8 marks)
SECTION B:
QUESTION THREE
Zawadi Company Limited has recently decided to introduce a new product in the market.
i)
Discuss any four reasons that would have prompted the company to introduce the new product. (8 marks)
ii)
Discus the process the company will go through before the new product is finally launched to the product. (12 marks)
QUESTION FOUR
i)
Why is it necessary for a marketer to understand the post purchase behaviour of its customers? (5 marks)
ii)
Mr. Moses, the administrator of a local university had decided to purchase a computer. Discuss the process he will go through before he acquires the computer. (15 marks)
QUESTION FIVE
Using examples, discuss the recent Macro environmental factors impacting on marketing and how Kenyan Businesses have responded. (20 marks)
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