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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 Management

Institution: University Of Nairobi question papers

Exam Year:2008

UNIVERSITY OF NAIROBI

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

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

Instructions: Answer question ONE and any other TWO questions.

QUESTION ONE
a. Distinguish the following levels:
i. Marketing
ii. Selling. (2mks)

b. Briefly explain the following terms:
i. Needs
ii. Wants
iii. Demands
iv. Marketing offer (4mks)

c. Illustrate five competing marketing concepts under which organizations can choose to conduct their business. (15mks)

d. Outline four core controllable variables used in marketing management. (9mks)

QUESTION TWO
a. Discuss the role of marketing in the following
i. In society
ii. In business organizations

b. Distinguish and illustrate the following concept:
i. Product line
ii. Product life. (20mks)

QUESTION THREE
Describe five steps that a marketing manager would undertake while developing and executing a research plan. (20mks)

QUESTION FOUR
Using appropriate illustrations, discuss the stages of a product life cycle. (20mks)

QUESTION FIVE
a. Discuss the major marketing macro-environments. (10mks)
b. Explain the factors that need to be considered when undertaking any marketing promotional program. (10mks)

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

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