THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN BUSINESS MANAGEMENT
MARKETING MANAGEMENT
MODULE II
November 2016
1. (a) Tana Limited, a newly established shoe manufacturing firm, intends to segment its market on demographic bases. Outline the variables that the firm may consider in carrying out this exercise. (10 marks)
(b) Uwezo Limited launched a new product last year but the product has totally failed.
Explain five reasons that may have led to the failure. (10 marks)
2. (a) Explain five reasons why some organisations find it necessary to advertise their products. (10 marks)
(b) Price-adjustment strategies are often used by firms in order to appeal to customers.
Describe five such strategies. (10 marks)
3. (a) Kibo Limited has adopted Information Communication Technology (ICT) in its distribution activities. Explain five benefits that the firm will derive from taking such action. (10 marks)
(b) Explain why customers’ complaints are important to an organisation. (10 marks)
4. (a) Service industry is characterised by differences in service quality. Outline five ways a marketer may use to manage service quality. (10 marks)
(b) Explain how the use of mobile phones enhances marketing activities of an organization. (10 marks)
5. (a) Explain five ways by which a marketer may improve the internal environment to achieve marketing goals of the organisation. (10 marks)
(b) Mr. Membe, a marketing consultant, has been hired to advise an ailing company on how to improve its existing products. Highlight five areas that he may advice them on. (10 marks)
6. (a) Explain five causes of conflicts among channels of distribution. (10 marks)
(b) Omali Limited is a new company in Turkana County. Explain how its marketing activities may contribute to economic development in the county. (10 marks)
(a) Describe the stages of organisational buying process. (12 marks)
(b) Outline four advantages that organisations may get from using FM radio stations to advertise their products. (8 marks)