Marketing Management July 2017 Past Examination Question Paper – KNEC
This Past Paper examination was examined by the Kenya National Examination Council (KNEC) and it applies to the following courses:
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THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN SALES AND MARKETING
MARKETING MANAGEMENT
July 2017
Time: 3 hours
1. (a) Explain four circumstances under which a marketing firm may opt to sell its products directly to its customers. (8 marks)
(b) Explain sis personal factors which may influence a consumer’s buying decision making process. (12 marks)
2. (a) Metto Limited has realized that its competitor has reduced the prices of its product. Explain five decisions which the firm may make in reaction to this action in order to remain competitive. (10 marks)
(b) outline five roles performed by the sales force of an organization. (10 marks)
3. (a) Pima Oil, a product of Base Limited, is in the decline stage of the product life cycle. Explain six decisions that the firm may take to manage the product. (12 marks)
Describe four forms of segmented pricing which may be used by a marketing firm.
4. a) Explain five challenges which a firm may face due to poor relationship with its customers. (10 marks)
(b) Explain five reasons why firms are increasingly using modem technology in their marketing operations. (10 marks)
5 a) Shine Limited offers cleaning services in Thika town. The firm has been experiencing very high demand for its services. Explain five strategies that the firm may adopt to cope with the demand. (10 marks)
b) Explain five reasons why marketers should understand consumer behaviour. (10 marks)
6. (a) Explain four factors which a firm may consider when choosing market targeting strategies to adopt. (8 marks)
(b) Explain six ways in which a firm may manage the quality of its services. (12 marks)
7. (a) The natural environment is an important component of the marketing environment. Outline four measures which a firm may take to protect it. (8 marks)
(b) Explain six instances when a firm may use informative advertising to promote its products. (12 marks)
