Marketing Management July 2016 Past Examination Question Papers: 202

Marketing Management July 2016 Past Examination Question Papers

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THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN BUSINESS MANAGEMENT
MARKETING MANAGEMENT
July 2016
Time: 3 hours

 

QUESTION ONE
(a) Explain the benefits that an organization may derive from having strong brands. (12 marks)

(b) There are certain techniques that a firm could use to measure customer satisfaction. Describe such techniques. (8 marks)

QUESTION TWO
(a) A certain firm intends to improve the quality of services offered to customers. Explain the ways it could do to. (12 marks)

(b) Ms Atieno intends to buy a mobile phone. Describe the personal factors that could influence the choice of phone to buy. (8 marks)

QUESTION THREE
(a) Describe the characteristics of an attractive niche market. (10 marks)

(b) The sales promotion budgets for many marketers of consumer goods have been increasing rapidly in the recent past. Explain the reasons that may account for this trend. (10 marks)

QUESTION FOUR



(a) There are certain marketing strategies that a firm could adopt during the growth stage of its product. Outline such strategies. (12 marks)

(b)Describe the roles played by a buyer in organization buying decision process. (8 marks)

QUESTION FIVE
(a) Most producers experience challenges in trying to gain the cooperation of their marketing channels. Explain the ways in which a producer could gain the cooperation. (10 marks)

(b) ABC Company Limited, a market-oriented firm has decided to sell its products directly to consumers. Explain the benefits of the move to the firm. (10 marks)

QUESTION SIX
(a) Mr. Kamau has been hired as the marketing manager in a certain firm. Describe the functions that he is expected to perform in overseeing the marketing operations of the firm. (8 marks)

(b) Explain the marketing decisions that a marketer would have to make before establishing a retail store. (12 marks)

QUESTION SEVEN
(a) A certain firm is facing strong customer resistance to a price increas-. on one of its products. Explain the alternative approaches that such a firm could adopt in order to avoid increasing the price. (12 marks)

(b) Describe the range of service mix offerings that a marketer could offer to customers. (8 marks


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