BIT 3202 MARKETING MANAGEMENT KCA Past Paper

UNIVERSITY EXAMINATIONS: 2012/2013
THIRD YEAR EXAMINATION FOR THE BACHELOR OF
SCIENCE IN INFORMATION TECHNOLOGY
BIT 3202 MARKETING MANAGEMENT
DATE: DECEMBER, 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and any other TWO

QUESTION ONE
a) Write brief notes on the following terms as used in marketing management
i. Customer relationship marketing
ii. Societal marketing philosophy (4 Marks)
b) Information technology has significantly influenced today’s market. Critically
examine five roles of IT in marketing management. (10 Marks)
c) Using a product of your choice, briefly discuss five factors that influence customer
buying behavior. (10 Marks)
d) What is market segmentation? Clearly explain factors you would consider before
segmenting consumer markets. (6 Marks)

QUESTION TWO
a) Use of distribution channels is significant to improving sales to any marketer. Using
appropriate illustrations discuss five factors a marketer must consider before
designing a distribution channel for its products. (10 Marks)

b) Using examples from a company of your choice explain five implication of macro
environmental factors on its marketing efforts today. (10 Marks)
QUESTION THREE
a) Every company seeks to expand its market beyond its national boundaries. Discuss
five challenges faced by organizations which venture into international markets
(10 Marks)
b) Explain the key stages of personal selling and give the this approach benefits to an
organization (10 Marks)
QUESTION FOUR
a) Market research is an integral part of any marketing activity. Discuss five benefits
this undertaking to organizations (10 Marks)
b) Explain five factors you would consider when setting prices for your product and
services (10 Marks)
QUESTION FIVE
a) Customer relationship is a significant aspect in any marketing effort. By giving
appropriate examples discuss five benefits of this relationship to a company of your
choice (12 Marks)
b) Product life cycle is an important concept in marketing. Critically examine
the importance of this concept to a market manager (8 Marks)

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