EXECUTIVE MBA PROGRAMME

FINAL EXAMINATION

MM 501: MARKETING MANAGEMENT – INTAKE 12

ARUSHA.

DATE: 5TH MAY, 2006

TIME: 09.00HRS

SPECIAL INSTRUCTIONS

i) Answer any four questions

ii) Start a new question on a new page.
iii) You have two hours to do this examination

QUESTION 1.

Describe Maslow’s hierarchy of needs. Discuss the relevance of Maslow’s hierarchy of

needs to marketing management?
How can marketers use this theory?

QUESTION 2

What are the various approaches to marketing?

Discuss how the Institutional, commodity and functional approaches to marketing will
assist explain the interactions in marketing management.

QUESTION 3

Describe with appropriate examples, the stages in new product development.

What are the challenges faced by organisations in developing new products?

QUESTION 4

Discuss the main differences between market research and market information system.
How has globalisation influenced the flow of market information for marketing decision
making?

QUESTION 5

What is price skimming and price penetration?

Under what conditions can you practice price skimming and price penetration?
What challenges do both pricing strategies pose to organisations using them?

QUESTION 6

Describe the consumer buying process.

What factors will influence consumer behaviour? Discuss with appropriate examples.

END OF EXAMINATION
 EXECUTIVE MBA PROGRAMME

FINAL EXAMINATION

MM 501: MARKETING MANAGEMENT – INTAKE 12

LILONGWE.
TH
DATE: 26 MAY, 2006
TIME: 09.00HRS

SPECIAL INSTRUCTIONS

i) Answer any four questions

ii) Start a new question on a new page.
iii) You have two hours to do this examination

QUESTION 1.

In the current global market, which pricing strategy would suit an organization in a
monopolistic situation?
What would be the implications of such a pricing strategy?

QUESTION 2

Why is it necessary to continually assess market opportunities available to an

organization?
Which factors should be considered in such an assessment?

QUESTION 3

How does product marketing differ from service marketing? Discuss with relevant
illustrations.

QUESTION 4

Discuss the main differences between market research and market information system.
How has globalisation influenced the flow of market information for marketing decision
making?

QUESTION 5

Describe the consumer buying process.

What factors will influence consumer behaviour? Discuss with appropriate examples
 QUESTION 6

What is meant by the following approaches to marketing:-

i) Commodity approach
ii) Institutional approach
iii) Market structural approach.

Explain their interactions in marketing management.

END OF EXAMINATION
 EXECUTIVE MBA PROGRAMME

FINAL EXAMINATION

MM 501: MARKETING MANAGEMENT – INTAKE 12

MBABANE
TH
DATE: 12 MAY, 2006
TIME: 09.00HRS

SPECIAL INSTRUCTIONS

i) Answer any four questions

ii) Start a new question on a new page.
iii) You have two hours to do this examination

QUESTION 1

Describe Maslow’s hierarchy of needs. Discuss the relevance of Maslow’s hierarchy of

needs to marketing management?
How can marketers use this theory?

QUESTION 2.

How does product marketing differ from service marketing? Discuss with relevant
illustrations

QUESTION 3.

Why is it necessary to continually assess market opportunities available to an

organization?
Which factors should be considered in such an assessment?

QUESTION 4.

The marketing environmental analysis is critical in determining price strategies for an

organization.
Discuss the issues that need to be considered in the analysis of the market environment

QUESTION 5.

In marketing promotion, what is meant by:-

a. Advertising
 b. Sales promotion
c. Direct (personal) selling
d. Public relations.
When is it appropriate for an organization to use each of the above?

QUESTION 6.

Describe what is meant by marketing distribution channels. What factors will influence
the channel design? Explain.

END OF EXAMINATION
 EXECUTIVE MBA PROGRAMME

FINAL EXAMINATION

MM 501: MARKETING MANAGEMENT – INTAKE 12

HARARE
ST
DATE: 21 APRIL, 2006
TIME: 14.30HRS

SPECIAL INSTRUCTIONS

iv) Answer any four questions

v) Start a new question on a new page.
vi) You have two hours to do this examination

QUESTION 1

One of the principles of international trade is that it should be based on ‘the law of
comparative advantage”. Discuss the challenges posed by international trade in marketing
management?

QUESTION 2

What are the elements of the marketing mix? How can they be used in marketing
management?

QUESTION 3

What is meant by the following approaches to marketing:-

iv) Commodity approach

v) Institutional approach
vi) Market structural approach.

Explain their interactions in marketing management.

QUESTION 4

Describe the stages in new product/service development. What challenges are likely to be
faced by organizations engaged in new product/service development?
QUESTION 5

What is the difference between market research and market information system? What
are the reasons given by organizations for not using market research to solve marketing
problems?

QUESTION 6

What is market segmentation? Under what conditions can an organization use market
segmentation?

END OF EXAMINATION
 EXECUTIVE MBA PROGRAMME

FINAL EXAMINATION

MM 501: MARKETING MANAGEMENT – INTAKE 12

DAR ES SALAAM
DATE:
TIME:

SPECIAL INSTRUCTIONS

i) Answer any four questions

ii) Start a new question on a new page.
iii) You have two hours to do this examination

QUESTION 1

Is the ‘issue of pricing’ in an organization, a marketing or a financial concern? Discuss

with appropriate examples.

QUESTION 2

One of the criticisms of the so called ‘4 P’ in the marketing framework is that it is centred
on the sellers’ perception of the market. Can you discuss the corresponding ‘4 Ps’ from
the buyers’ perception and explain why it is important to consider their views.

QUESTION 3

What is the difference between market research and market information system? What
are the reasons given by organizations for not using market research to solve marketing
problems?

QUESTION 4

Describe the stages in new product/service development. What challenges are likely to be
faced by organizations engaged in new product/service development?

QUESTION 5

In marketing promotion, what is meant by:-

a) Advertising
 b) Sales promotion
c) Direct (personal) selling
d) Public relations.

When is it appropriate for an organization to use each of the above?

QUESTION 6

Discuss the ‘consumer buying model’. What factors would influence consumer behaviour
in the consumer buying process? Explain with example

END OF EXAMINATION
 EXECUTIVE MBA PROGRAMME

FINAL EXAMINATION

MM 501: MARKETING MANAGEMENT – INTAKE 12

MOMBASA
DATE:
TIME:

SPECIAL INSTRUCTIONS

i) Answer any four questions

ii) Start a new question on a new page.
iii) You have two hours to do this examination

QUESTION 1

Discuss the following pricing strategies:-

a) Psychological pricing
b) Price skimming
c) Price penetration
d) Price discrimination.

Under what conditions can each one be most appropriate?

QUESTION 2

One of the criticisms of the so called ‘4 P’ in the marketing framework is that it is centred
on the sellers’ perception of the market. Can you discuss the corresponding ‘4 Ps’ from
the buyers’ perception and explain why it is important to consider their views.

QUESTION 3

Why is it necessary to continually assess market opportunities available to an

organization?
Which factors should be considered in such an assessment?

QUESTION 4

Describe the consumer buying process.

What factors will influence consumer behaviour? Discuss with appropriate examples.
QUESTION 5

What is meant by the following approaches to marketing:-

vii) Commodity approach

viii) Institutional approach
ix) Market structural approach.

Explain their interactions in marketing management.

QUESTION 6

Describe Maslow’s hierarchy of needs. Discuss the relevance of Maslow’s hierarchy of

needs to marketing management?
How can marketers use this theory?

END OF EXAMINATION