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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

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

1. Organizations formulate marketing competitive strategies depending on the position they hold in the industry.
a. Explain the Michael Porter's components of competition and clearly show how they affect competition in an industry. (13mks)
b. Illustrate by use of examples how technological advancement affect marketing operations. (10mks)

2. Marketing planning could be viewed as total unit that comprises distinctive stages. Explain and clearly show its relationship with corporate planning. (23mks)

3. Pricing is one of the major marketing strategies a marketing firm can employ. With the help of examples, explain the main pricing strategies a firm can use in meeting its set objectives. (23mks)

4.
a. Describe the circumstances under which a manufacturer can use multiple distribution channels. (8mks)
b. Highlight the factors that affect the choice of distribution channels. (15mks)

5.
a. What is marketing environment? (3mks)
b. Explain the five main reasons why it is important for a marketing planner to scan the environment. (20mks)

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

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