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
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 504:
MARKETING MANAGEMENT
DATE: Wednesday, 21st July, 2010
TIME: 2.00 p.m. – 5.00 p.m.
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INSTRUCTIONS:
Answer question ONE and any other TWO questions.
QUESTION ONE
a)
Describe the defining characteristics of marketing as an area of study and practice. (15 marks)
b)
Discuss the main issues arising from the various marketing philosophies. (15 marks)
QUESTION TWO
Explain the concept of product life cycle and its contribution to Marketing Management Decisions. (15 marks)
QUESTION THREE
Discuss the role of the Marketing Environment in Marketing Management. (15 marks)
QUESTION FOUR
Compare and contrast Consumer Marketing with Business to Business Marketing. (15 marks)
QUESTION FIVE
Discuss the unique nature of services and the strategies used to effectively market them. (15 marks)
QUESTION SIX
Explain the nature of the concept “Integrated Marketing Communication” (15 marks)
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