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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:2010

UNIVERSITY OF NAIROBI

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

a. Define the following terms as used in marketing: (10mks)
i. Needs
ii. Wants
iii. Demand
iv. Product concept
v. Production concept
vi. Selling concepts
vii. Marketing concepts
viii. Societal marketing concept
ix. The macro-environment
x. Micro-environment

b. Marketing of services can pose some challenges to marketers. Identify and briefly explain the four distinctive characteristics of services. What marketing strategies can you employ for each distinctive characteristics? (10mks)
c.
i. What do you understand by segmentation? (2mks)
ii. Explain the basis of segmenting consumer markets. (8mks)

QUESTION TWO
a. Your company has requested you to carry out a research to determine the reason for decreasing sales of its product. What are the essential marketing research characteristics that you will want to employ in order to come up with an appropriate solution. (10mks)
b. Marketing research can be the basis for good marketing strategies. However, use of marketing research often encounters certain barriers. What barriers would you anticipate when carrying out a marketing research and how would you overcome them? (10mks)

QUESTION THREE
a. What do you understand by consumer behaviour? Why would marketers be interested in studying consumers behaviour? (5mks)
b. There are certain characteristics of organizational market that contrast sharply with consumer markets. Identify and explain these contrasting characteristics. (15mks)

QUESTION FOUR
a. Product is a key element in the market offering. What do you understand by a product? (2mks)
b. What are the consumer value hierarchies or levels of products that marketers have to address in order to be seen as benefit providers. (4mks)
ii. What are the characteristics of products and how can they be classified? (14mks)

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

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