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Bpm 312/ Bse 312: Strategic Marketing In Project Management Question Paper

Bpm 312/ Bse 312: Strategic Marketing In Project Management

Course:Bachelor Of Science In Entrepreneurship Studies |Bachelor Of Science In Project Management

Institution: Moi University question papers

Exam Year:2018

BPM 312/ BSE 312: STRATEGIC MARKETING IN PROJECT MANAGEMENT
INSTRUCTIONS: Answer Question ONE and any other THREE questions
QUESTION ONE(28MARKS)
a) Define the term marketing (2marks)
b)Explain the concept of marketing as an exchange relationship. ( 5 marks)
c) What is customer market driven strategy? (3 marks)
d) Explain the five different marketing management orientation. ( 5 marks)
e)Explain the concept of marketing myopia as used in marketing. ( 5 marks)
f)Enumerate the 4ps of marketing (8 marks)
QUESTION TWO (24MARKS)
a) Explain the role of marketing in strategic planning . (6 marks)
b) Explain how marketing works with partners to create and deliver value (6marks)
c)Identity and explain the major channel alternativs open to project organizations in the distribution of their product. (12 marks)
QUESTION THREE ( 24 MARKS)
a)Outline the environmental forces that affect a business's ability to serve its
customers (12 marks)
b)Define marketing information system and discuss its components (12 marks)
QUESTION FOUR (24 MARKS)
a)Explain how business units analyse and use information. ( 12 marks)
b)Explain how project organizations can react to different environmental situations (12 marks)
QUESTION FIVE (24 MARKS)
a)Discuss the rationale behind using marketing channels and its functions. ( 12 marks)
b) Describe the elements of a customer driven marketing strategy and the mix as well as the forces that influence the strategy.

Bpm 312/ Bse 312: Strategic Marketing In Project Management Question Paper

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