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Marketing Management Question Paper

Marketing Management 

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2011



UNIVERSITY OF NAIROBI
MARKETING MANAGEMENT

CONTINUOUS ASSESSMENT TEST

Instructions: Answer Both Questions.

QUESTION ONE
a. What is meant by 'marketing'. (1mk)
b. Each business needs to evaluate its internal strengths and weaknesses. Winning companies are said to be those that have achieved internal capabilities. What are the components of the internal environment that an organization needs to evaluate for strengths and weaknesses. (4mks)

QUESTION TWO
a. What do you understand by consumer behaviour? Why would marketers be interested in studying consumer behaviour? (2mks)
b.
i. When is it possible to segment a market? (2mks)
ii. Briefly explain the process of market segmentation. (6mks)




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