MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS
2018/2019 ACADEMIC YEAR
FIRST YEAR SECOND SEMESTER
SCHOOL OF BUSINESS AND ECONOMICS
MASTERS DEGREE IN BUSINESS
ADMINISTRATION
COURSE CODE: ,MBA 8102
COURSE TITLE: MARKETING MANAGEMENT
DATE: 5TH MAY, 2019 TIME: 1430 – 1530HRS
INSTRUCTIONS:
Answer Question ONE and any other THREE questions
This paper consists of 2 printed pages. Please turn over.
MBA 8102: MARKETING MANAGEMENT
Question 1:
a) Define the phrase marketing management and the elements in the
phrase [2 marks]
b) Marketers the world over have borrowed their marketing philosophies
on the marketing evolutionary eras: discuss [6 marks]
c) In marketing segmentation, a marketer must pay keen attention to the
both segmentation criteria used and the basis for segmentation:
Differentiate them [7 marks]
d) Using a relevant example trace the life of a product in the market
carefully advising on the strategies a marketer could use at each stage to
remain afloat [10 marks]
Question 2: Discuss the market dominance strategies and objectives open
for an international marketer in Kenya who deals in telephony
services [15 marks]
Question 3: Evaluate how Michael Porter’s five forces model is used as a
tool for industrial analysis. [15 marks]
Question 4: Tunai has some four SBUs, analyze them using a relevant tool
for SBU analysis and advise on the best strategies for each of
these SBUs. [15 marks]
Question 5:
a) A product offers a lot more than meets the eye; Discuss the concept of
total product [7½ marks]
b) Illustrate briefly the objectives that a marketer seeks to fulfill in pricing.
[7½ marks]
Question 6: Strategic marketing planning is a process: Discuss [15 marks]
