FACULTY OF BUSINESS ADMINISTRATION AND MANAGEMENT

END OF SEMESTER II EXAMINATION 2019 / 2020

PAPER & CODE : DBA 1206 FUNDAMENTALS OF MARKETING

LEVEL : DIPLOMA

DATE OF SUBMISSION : 14TH AND 15TH DECEMBER 2020

Instructions

1. All questions are compulsory.

2. Every number must start on a fresh page.
3. Clarity and use of relevant examples will earn you credit.
4. Support your answers with appropriate scholarly resources using APA referencing
style.

5. Text format: Type your text in 12 point Times New Roman, 1.5 line spacing, A4 paper
size, normal margins (1 inch top, bottom, left, right).
6. Plagiarism will lead to cancellation of examination.
7. A well-bound hard copy should be submitted to Examinations Office before 5:00
pm (EAT) on Tuesday 15th December 2020.
8. 100% tuition clearance is a requirement for submission.
9. Indicate your name and registration name.

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QUESTION ONE

A global crisis can either paralyze a marketing team or galvanize it to thrive. In

the wake of the COVID-19 pandemic, that’s exactly what we’re seeing: some
companies are cutting back on marketing (in some instances, laying off the
entire marketing team), while others are being more agile and coming up with
interesting ways of engaging their audience during these difficult
times. Entrepreneurs are cutting down completely on marketing activities.
Being conservative feels like the safe choice when there’s uncertainly about
how long the crisis will last. But we have to balance financial responsibility with
the need to keep consumers informed and engaged when things get tough.

As Businesses start to partially reopen some business sectors, the focus is on

safety and promoting public health. Letting customers know that your business
is taking care of keeping people safe, but also returning to some semblance
of normalcy is key. Especially now, there is a lot of unclear information from
brands and authorities about when and how businesses can operate.

a) You have been drafted into the new marketing team for LG Electronics
and have been asked to Produce marketing concepts for expanding
market, analyzing consumer behaviors and attitudes in east Africa.

(20marks)

b) Develop a suitable new promotion mix for the proposed expansion using
an appropriate marketing mix model for this business (15marks)
c) Given the rapid changes in consumer tastes, technology, and
competition, LG must develop a steady stream of new products and
services, advise LG on how to create demand for their new products on
the market. (15marks)

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QUESTION TWO

Sales and profits have declined by 30% in the past three years at Lake
Victoria Serena Golf Resort. It is important in the competitive tourism market
to build relationships with existing customers to encourage repeat business
and loyalty. Write a short report for your senior manager entitled ‘Product life
cycle and building sales’. The report should discuss the following:

a) How the new plans may help stop the decline in sales and develop
business? (15marks)
b) Analyzing the product life cycle of Lake Victoria Serena Golf Resort
and influence of marketing environment on effective performance of
the business. (20marks)
c) Discuss the challenges you will face while building relations with
customers (15marks)

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