Marketing Seminar Question Paper
Marketing Seminar
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 625: MARKETING SEMINAR
DATE: Monday 29th November, 2010
TIME: 2.00 p.m. – 5.00 p.m.
_______________________________________________________________________________
INSTRUCTIONS
Answer Question ONE (Compulsory) and any other TWO questions.
1.
Many consumer purchasing situations involve complex buying decisions.
a)
Describe a personal situation which illustrates this point and explain how the ‘Five-stage buying process’ model is relevant to this situation. [10 marks]
b)
How would the understanding of this model be of use to a marketer? [10 marks]
2.
An increasing number of companies are basing their prices on the product’s perceived value. Using a practical example, explain how this pricing method has been operationalized. What are its strengths and weaknesses? [15 marks]
3.
Understanding of the marketing environment is important for developing and executing marketing strategy. Explain the elements of socio-cultural factor and how analysis of socio-cultural factor can assist marketers to develop, implement and control a strategy for rural marketing. [15 marks]
4.
Explain the contributions which marketing can make to achievement of Economic and Social Pillars of Kenya Vision 2030. [15 marks]
5.
Discuss the key dimensions of electronic marketing. [15 marks]
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