THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN BUSINESS MANAGEMENT
MARKETING MANAGEMENT
MODULE II
November 2018
1. (a) Companies strive to enhance customer satisfaction. Explain five ways in which a company may do this. (10 marks)
(b) Explain five internal factors that may influence a firm’s marketing activities. (10 marks)
2. (a) Outline five reasons why an organisation should understand consumer behaviour. (10 marks)
(b) Highlight five benefits that a firm may seek to achieve by adopting differentiated marketing strategy. (10 marks)
3 (a) Explain six objectives that a firm may seek to achieve through its pricing policy. (12 marks)
(b) Outline four categories into which consumer products are classified. (8 marks)
4. (a) Merble Limited is in the process of choosing a channel of distribution for its products.
Explain five factors that may influence the choice to be selected. (10 marks)
(b) Highlight five roles of physical evidence in service marketing. (10 marks)
5. (a) The marketing team at Desco Limited is at the idea screening stage of new product development process. Outline the significance of this stage. (10 marks)
(b) Explain five pricing strategies that an organization may use for it products. (10 marks)
6. (a) Outline five functions that marketing intermediaries perform for manufacturers. (10 marks)
(b) Dinko Limited is organizing a promotion campaign. Explain five factors that may influence the promotional mix the firm will use. (10 marks)
7. (a) Highlight four advantages of adopting modern technology in marketing activities. (8 marks)
(b) Describe the six stages of sales promotion planning process. (12 marks)