BIT 3202  MARKETING MANAGEMENT KCA Past Paper

UNIVERSITY EXAMINATIONS: 2010/2011
THIRD YEAR STAGE EXAMINATION FOR THE DEGREE OF BACHELOR
OF SCIENCE IN INFORMATION TECHNOLOGY
BIT 3202: MARKETING MANAGEMENT
DATE: JUNE 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions

Question One
a) Explain the basic principles of customer relationship marketing (CRM) (6 Marks)
b) Clearly distinguish between Product Life Cycle and Customer Life Cycle (4 Marks)
c) Discuss four aspects of promotions-mix used by marketers to deliver unique campaigns for their
products (4 Marks)
d) Internet can be used as a source of primary data. Determine its advantages and disadvantages.
(6 Marks)
e) Critically analyze stages in the loyalty ladder (5 Marks)
f) Using appropriate examples explain five strategies used by marketers to segment consumer
markets (5 Marks)
Question Two
a) Distinguish between the following and give an example in each case (12 Marks)
i) production and product philosophy
ii) marketing and selling philosophy
iii) transactional and relationship marketing
b) Discuss in details four macro- environmental factors that pose a threat to the organization.
(8 Marks)
Question Three
a) Explain the main stages of product Life Cycle by giving the characteristics of each stage
(10 Marks)
b) Critically determine reasons why marketers need to understand the dynamics of the marketingmix (10 Marks)
Question Four
a) Discuss the main steps of International Market Entry Evaluation process (10 Marks)
b) By use of practical examples critically determine the significance of research in marketing
(10 Marks)
Question Five
a) Distribution channels are significant to marketers. Evaluate the role of a wholesaler as a
channel of intermediary to marketers (10 Marks)
b) Discuss the adoption process for a new product (10 Marks)

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