MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS
2018/2019 ACADEMIC YEAR
FIRST YEAR SECOND SEMESTER
SCHOOL OF BUSINESS AND ECONOMICS
DIPLOMA IN BUSINESS MANAGEMENT
COURSE CODE: DBM 07
COURSE TITLE: ESSENTIALS OF MARKETING
DATE: 19TH AUGUST 2019 TIME: 1430 – 1630 HRS
INSTRUCTIONS TO CANDIDATES
Question ONE is compulsory
Answer any other THREE questions
This paper consists of 2 printed pages. Please turn over.
QUESTION ONE
a) Describe the classification of markets on the basis of ;
i) Nature of product (5mks)
ii) Consumption (5mks)
iii) Competition (5mks)
b) There are a number of different philosophies that guide a marketing
effort .Philip kotler categorized them as the major marketing Eras .Describe
them (10mks)
QUESTION TWO
A) Using relevant examples, differentiate between needs, wants and
demands (5mks)
b) Explain the four types of utilities giving an example in each
(10mks)
QUESTION THREE
a) Discuss five functions of marketing (8mks)
b) Explain the word market segmentation and argue the basis for
segmenting consumer markets (7mks)
QUESTION FOUR
a) Define social marketing and describe the concept of social marketing
(10mks)
b) Discuss the criteria for evaluating market segments (5mks)
QUESTION FIVE
a) Discuss five Michael porter’s forces for industry analysis (15mks)
