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Dbm 107/Dsm 103/Ldr 107/Ldp 105: Marketing Management Question Paper

Dbm 107/Dsm 103/Ldr 107/Ldp 105: Marketing Management

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2009

UNIVERSITY OF NAIROBI
FIRST SEMESTER EXAMINATIONS 2008/2009

EXAMINATIONS FOR THE DIPLOMA IN BUSINESS MANAGEMENT, DIPLOMA IN PUBLIC RELATIONS AND DIPLOMA IN SALES AND MARKETING/DIPLOMA IN PURCHASING AND SUPPLIES MANAGEMENT

DBM 107/DSM 103/LDR 107/LDP 105: Marketing Management.

INSTRUCTIONS:
Answer Question ONE and any Other TWO Questions.

QUESTION ONE
a. Explain the following terms as used in marketing management.
i. Value (2mks)
ii. Want (2mks)
iii. Product. (2mks)
iv. Marketing management (2mks)
v. Marketing segmentation. (2mks)

b. Discuss five marketing management philosophies. (20mks)

QUESTION TWO
a. Differentiate between micro and macro marketing environments. (4mks)
b. Discuss the major marketing macro-environments. (16mks)

QUESTION THREE
Outline the steps in marketing research process. (20mks)

QUESTION FOUR
a. Describe the main functions of the channels of distribution used in marketing. (10mks)
b. Discuss four main factors that a marketer should consider in distribution channel selection. (10mks)

QUESTION FIVE
a. What is service marketing. (2mks)
b. Explain the main characteristics of services in marketing. (10mks)
c. Discuss the strategic alternatives available for resolving conflicts betwen chanel members. (8mks)

Dbm 107/Dsm 103/Ldr 107/Ldp 105: Marketing Management Question Paper

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