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

Dbm 107/Dsm 103/Ldr 105: Marketing Management

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2010

UNIVERSITY OF NAIROBI

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 105: Marketing Management.

INSTRUCTIONS: Answer Question ONE and any Other TWO questions.

QUESTION ONE
a.
i. With the aid of a diagram describe the four stages of a product life cycle (P.L.C) (8mks)
ii. Give the marketing strategies employed in the third and fourth stages of the P.L.C. (8mks)

b.
i. State the early adapter theory. (4mks)
ii. Define Laggards in marketing management. (2mks)
iii. State and explain the stages in the consumer adoption process. (8mks)

QUESTION TWO
a. Differentiate between market segmentation and market targetting. (4mks)
b. Explain three reasons why it is important for a company to undertake segmentation of its market. (6mks)
c. Describe the cases that can be used in the process of market segmentation. (4mks)
d. Explain the strategies that can be used in market segmentation. (6mks)

QUESTION THREE
Price makes an important role in business transactions:
a. Why do companies prefer to use skimming and discount pricing? (10mks)
b. What other factors are taken into consideration when setting a price? (10mks)

QUESTION FOUR
Explain the four variables of the marketing mix (20mks)

QUESTION FIVE
Discuss the reasons why consumer behaviour are essential for marketers. (20mks)

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

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