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Dbm 107/Dsm 101/Ldr 107/Ldp 105: Marketing Management Question Paper

Dbm 107/Dsm 101/Ldr 107/Ldp 105: Marketing Management

Course:Diploma In Business Langauges

Institution: University Of Nairobi question papers

Exam Year:2011

UNIVERSITY OF NAIROBI
FIRST SEMESTER EXAMINATIONS 2011/2012
EXAMINATIONS FOR THE DIPLOMA IN BUSINESS MANAGEMENT/DIPLOMA IN PUBLIC RELATIONS/DIPLOMA IN SALES AND MARKETING/DIPLOMA IN PURCHASING AND SUPPLIES MANAGEMENT

DBM 107/DSM 101/LDR 107/LDP 105: Marketing Management.

INSTRUCTIONS: Answer Questions ONE and any Other TWO Questions.

QUESTION ONE
a. 'Understanding customer is the key to company success, yet managers don't understand the importance of customers until they are all gone' explain why this is so. (5mks)
b. Explain the roles of sales people in accounting and stress the factors which might affect such a sales person's performance. (15mks)
c. Explain any five ways in which organisations that have adopted the marketing concept would conduct operations. (10mks)

QUESTION TWO
a. Using the Extra Mural Centre of University of Nairobi as an example, explain the levels of a product. (8mks)
b. Studies have shown that using a formal process of a new product development lead to greater success. Explain the sources of idea generation in the first step of the new product developed. (12mks)

QUESTION THREE
a. Explain to a manager without marketing background when to initiate a price increase and cuts. (8mks)
b. Price is a major determinant of profitability in any organization. As a marketing manager discuss the skimming, price reduction and penetration strategies. (12mks)

QUESTION FOUR
a. Explain any four reasons why sales promotion method has tremendously grown in use in Kenya currently. (4mks)
b. Explain any four marketing promotion methods commonly used to communicate product values and features. (16mks)

QUESTION FIVE
a. Explain ways by which marketing organizations can obtain marketing intelligence on regular basis. (15mks)
b. Using appropriate examples explain why most people do not trust road side vendors. (5mks)

Dbm 107/Dsm 101/Ldr 107/Ldp 105: Marketing Management Question Paper

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