MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS
2015/2016 ACADEMIC YEAR
SECOND YEAR SECOND SEMESTER
SCHOOL OF BUSINESS & ECONOMICS
DIPLOMA IN BUSINESS MANAGEMENT
COURSE CODE: DBM 020
COURSE TITLE: INTRODUCTION TO
MARKETING MANAGEMENT
DATE: 10TH MAY 2016 TIME: 8.30AM-10.30AM
INSTRUCTIONS TO CANDIDATES
1. Answer Question ONE and any other THREE questions
2. Do not write on the question paper.
This paper consists of 2 printed pages. Please turn over.
1. a) Marketing management has been shaped by philosophies. Identify them and explain how each has contributed to practice of marketing. (8 marks)
b) One of the ways of analyzing market opportunities is by analyzing the market environment. Identify key environmental factors that can be analyzed by a Kenyan marketer in understanding what opportunities are available. (12marks)
c) Discuss the marketing management cycle. (5 marks)
2 a) Define the term target marketing and explain Coca Cola company’s
different target markets. (9 marks)
b) Identify key placement strategies that are used to distribute company products, and for each strategy use relevant examples. (6 marks)
3 a) What do understand by the term market positioning? (4 marks)
b) Discuss the generic strategies that are used by Procter and Gamble Company while selling its products like Ariel, Safeguard, Always, and many others. (11 marks)
4 a) Assume that you are head of marketing in a company called MAZA limited, and all the company products sales are at the growth stage in terms of sales. Discuss some of the strategies that you will advise the company to adopt in order to manage the products profitably.
(7 marks)
b) Explain the meaning of the term product line, and discuss the different product line management strategies. (8 marks)
5 a) What do understand by the meaning of competitor analysis and explain its key elements. (5 marks)
b) Identify and explain key pricing strategies commonly used by company management (10 marks)
