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

Dbm 107/Dsm 101/Ldr 107: Marketing Management

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2008

UNIVERSITY OF NAIROBI

EXAMINATIONS FOR THE DIPLOMA IN BUSINESS MANAGEMENT, DIPLOMA IN PUBLIC RELATIONS AND DIPLOMA IN SALES AND MARKETING.

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

INSTRUCTIONS;
Answer any three questions.
All questions carry equal marks.

QUESTION ONE
a. Explain what you understand by the term "marketing". (5mks)
b. Identify and clearly discuss the marketing philosophy. (18mks)

QUESTION TWO
a. Identify and discuss four major factors that affect consumer buying behaviour. (8mks)
b. Explain briefly the five stages of buying decision process. (15mks)

QUESTION THREE
a. By the use of a diagram, explain the product life cycle concepts. (8mks)
b. Explain the stages in the new product development process. (15mks)

QUESTION FOUR
Demographic segmentation is a major method of segmenting markets.
a. Give five examples of how demographic variables have been used to segment markets. (15mks)
b. Explain briefly five requirements for effective segmentation. (8mks)

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

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