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Dbm 106/Dsm 106/Ldr: Marketing Management Question Paper

Dbm 106/Dsm 106/Ldr: Marketing Management 

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2008



UNIVERSITY OF NAIROBI
CAT FOR DIPLOMA IN BUSINESS MANAGEMENT, SALES AND MARKETING AND PUBLIC RELATIONS

DBM 106/DSM 106/LDR: Marketing Management

Instructions: Answer any two questions.

QUESTION ONE
There are five marketing principles.
a. Briefly discuss each of them. (5mks)
b. Compare and contrast the selling concept and the marketing concept. (10mks)

QUESTION TWO
a. What is the difference between market segmentation and market targetting. (3mks)
b. Behavioural segmentation is one of the bases for market segmentation. Discuss for behavioural segmentation variables. (8mks)
c. State four requirements for effective segmentation. (4mks)

QUESTION THREE
a. Distinguish between micro-environment and macro-environment. (5mks)
b. Discuss the five stages of the consumer buying decision process. (10mks)




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