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Cmk 221: Marketing Management Question Paper

Cmk 221: Marketing Management

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 221: MARKETING MANAGEMENT
Duration 2 hrs
Instructions: Answer Questions ONE and any other TWO questions.
Q1.
a) Explain how the consumer buying process differs in the business and consumer markets. (10 marks)
b) What is the importance of branding to a marketer? (10 marks)
c) Examine the various product differentiation strategies a marketer can pursue. (10 marks)
Q2. Discuss the factors that have contributed to the growth of direct marketing. (20 marks)
Q3. Analyze factors that cause companies to enter international business and identify at least three different methods of doing so. (20 marks)
Q4. Identify different strategies pursued by leaders, challengers, followers and nichers, their advantages or disadvantages. (20 marks)
*END*

Cmk 221: Marketing Management Question Paper

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