UNIVERSITY EXAMINATIONS: 2011/2012
THIRD YEAR EXAMINATION FOR THE BACHELOR OF
SCIENCE IN INFORMATION TECHNOLOGY
BIT 3202 MARKETING MANAGEMENT
DATE: AUGUST, 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and any other TWO
QUESTION ONE
a) Write brief notes on the following
i. Customer relationship marketing (CRM) (3 Marks)
ii. Physical evidence as marketing-mix (2 Marks)
b) Explain five methods used by marketers to promote sales for their products
(5 Marks)
c) Explore the importance of personal selling as an effective tool of marketing
(8 Marks)
d) Using appropriate examples explain four challenges for marketers in the
next millennium (8 Marks)
e) Explain the role played by loyal customers in any given market (4 Marks)
QUESTION TWO
a) Every marketer must understand the importance of product life cycle. What is the
role PLC to the marketers. (10 Marks)
b) Marketing research is a critical undertaking for serious organizations. Using
examples determine the importance of marketing research to a company
(10 Marks)
QUESTION THREE
a) Companies carry out market segmentation to identify the different needs and
motivation for buying its products in the potential market. Using appropriate
examples explain five strategies used by marketers to segment consumer markets.
(10 Marks)
b) Discuss five factors to consider before venturing in an international market.
(10 Marks)
QUESTION FOUR
a) Organizations often face challenges when setting prices for their products.
Explain five pricing strategies used by marketers today. (12 Marks)
b) Explain the role of corporate social responsibility as a marketing philosophy
(8 Marks)
QUESTION FIVE
a) Discuss the implication of five micro-environmental factors on marketing
activities. (10 Marks)
b) Critically examine the importance of customer relationship in marketing
management.
(10 Marks)
