MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS
2018/2019 ACADEMIC YEAR
FOURTH YEAR SECOND SEMESTER
SCHOOL OF BUSINESS AND ECONOMICS
BACHELOR OF SCIENCE IN INFORMATION SCIENCE
COURSE CODE: INS 406
COURSE TITLE: MARKETING MANAGEMENT
DATE: 23RD APRIL 2019 TIME: 1100 – 1300HRS
INSTRUCTIONS TO CANDIDATES
Answer Question ONE and any other THREE questions
This paper consists of TWO printed pages. Please turn over.
1. (a) List and explain the importance of marketing in the society
(8 marks)
(b) Identify and discuss four marketing management philosophies
(8 marks)
(c) Briefly discuss the impact of political, economic and demographic
environments on marketing practices in your country (9 marks).
2. (a) What is marketing environment? (3 marks)
(b) Discuss the micro-environmental factors affecting the performance
of an organization (12 marks)
3. A company wants to develop a new product in the market. As a
marketing consultant which steps would you advise them to follow in
the development of their new product? (15 marks)
4. Distinguish between surveys, experiment and observational methods of
data collection in a marketing research (15 marks)
5. (a) What is market segmentation? (3 marks)
