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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/DIPLOMA IN PURCHASING AND SUPPLIES MANAGEMENT

Instructions: Answer question ONE and any other TWO questions.

QUESTION ONE
a. Briefly explain the following terminologher as used in a marketing class:
i. Marketing (2mks)
ii. Selling (2mks)
iii. Demand (2mks)
iv. Product (2mks)
v. Market segmentation (2mks

b. Discuss the major marketing macro-environments. (20mks)

QUESTION TWO
a. Identify and discuss the distinguishing characteristics of services. (10mks)
b. Discuss the differences between a product and a service. (10mks)

QUESTION THREE
a. Explain the steps in marketing research process. (7mks)
b. Distinguish between primary and secondary data and identify the sources of each type. (4mks)
c. Identify the major categories of pricing objectives. (4mks)
d. Discuss in details the international marketing environment. (5mks)

QUESTION FOUR
a. Describe the main functions of the channels of distribution used in marketing. (10mks)
b. Explain the factors that need to be considered when undertaking marketing promotional programme. (10mks)

QUESTION FIVE
a. Discuss the major internal and external factors that affect the pricing decisions. (10mks)
b. Discuss the factors that a company needs to consider when designing its marketing channels. (10mks)

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

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