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Dbm 106/Dsm 108: Marketing, Planning And Control Question Paper

Dbm 106/Dsm 108: Marketing, Planning And Control

Course:Diploma In Business & Management (Business & Management)

Institution: University Of Nairobi question papers

Exam Year:2008

UNIVERSITY OF NAIROBI
SECOND SEMESTER EXAMINATIONS

EXAMINATIONS FOR THE DIPLOMA IN BUSINESS MANAGEMENT AND DIPLOMA IN SALES AND MARKETING

DBM 106/DSM 108: MARKETING, PLANNING AND CONTROL

3RD NOVEMBER 2008

INSTRUCTIONS
Answer question ONE and any other TWO questions.

QUESTION ONE
a. The marketing environment is ever changing and marketers must keep on monitoring the changes. What does marketing environment refer to? (3mks)
b. Explain five main reasons why it is important for a marketing planner to keep monitoring the market environment. (15mks)
c. Explain six reasons why marketing planning is important to the marketer. (12mks)

QUESTION TWO
a. Explain what you understand by the term "Marketing Organization". (5mks)
b. Discuss the three levels of Marketing Organization. (15mks)

QUESTION THREE
a. What do you understand by the term "Marketing Audit?". (4mks)
b. Briefly explain any four classifications of Strategic Business Unit (SBU) under a company's portfolio. (8mks)
c. Using the classifications in part (b) above discuss any four basic strategies that managers use to develop the market. (8mks)

QUESTION FOUR
a. Discuss any five decisions that a marketing manager should make when developing a marketing programme. (10mks)
b. Highlight any five distribution strategies that a firm may adapt. (10mks)

QUESTION FIVE
a. Explain the factors affecting the choice of distribution channel. (8mks)
b. State the process marketing strategy formulation.

Dbm 106/Dsm 108: Marketing, Planning And Control Question Paper

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