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MKM711S- MARKETING MANAGEMENT-1ST OPP- JUNE2024 |
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nAm I BI A u n IVE RS ITY
OF SCI En CE Ano TECH n O LOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS AND SPORT MANAGEMENT
QUALIFICATION : BACHELOR OF MARKETING
QUALIFICATION CODE: 07MARB
LEVEL: 7
COURSE CODE: MKM711SS
COURSE NAME: MARKETING MANAGEMENT
DATE: JUNE 2024
PAPER: THEORY
DURATION: 3 HOURS
MARKS: 100
FIRST OPPORTUNITY EXAMINATION PAPER
EXAMINERS
Dr Bianca Tjizumaue
Ms Wilhelmine Feris
MODERATOR Dr Maxwell Chufama
INSTRUCTIONS
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ANSWER ALL QUESTIONS .
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WRITE YOUR NAME, STUDENT NUMBER, LECTURER'S NAME AND MODE OF STUDY ON
YOUR ANSWER SHEET.
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PLEASE ENSURE THAT YOU WRITE YOUR STUDENT NUMBER/SEAT NUMBER ON THE
BOOKLET AND YOU SIGN THE ATTENDANCE EXAMINATION REGISTER.
NB: STUDENTS ARE ADVISED THAT IT IS IN THEIR OWN INTERESTSTO WRITE LEGIBLY AND IN INK.
THIS QUESTION PAPER CONSISTS OF 3 PAGES {Including this front page)
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QUESTION 1
a) Marketing managers face a host of decisions in handling marketing tasks. These range from major
decisions such as what product features to design into a new product, how many salespeople to hire,
or how much to spend on advertising, to minor decisions such as the wording or color for new
packaging. Discussthe eight (8) stages of the New Product Development
(16 Marks)
b) Discuss in details and using examples from companies operating in Namibia, any five types of new
product development.
(10 Marks)
c) Once a product has been introduced in the market the consumer might decide to adopt the product.
The adoption decision is made when a consumer decides to become a regular user of a product.
Discussthe five (5) stages of the adoption process.
(10 Marks)
QUESTION 2
a) SBU'smarket share serves as a measure of the company's strength in the relevant market segment.
The growth-share matrix is divided into four cells, each indicating a different type of business. With
relevant practical examples discuss these four (4) cells.
(12 Marks)
b) Michael Porter proposed three generic strategies that provide a good starting point for strategic
thinking. Discussthese three (3) generic strategies.
(6 Marks)
QUESTION 3
a) The marketing department has to monitor and control marketing activities continuously. Discuss
any three (3) of the type of Marketing control.
(6 Marks)
b) The marketing audit examines seven (7) major components of the company's marketing situation.
Discussany six (6) of the major components.
(12 Marks)
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QUESTION 4
Branding is such a strong force today that hardly anything goes unbranded. Sellers brand their
products, despite the costs, because they gain a number of advantages.
a) Discussany five (5) types of brands.
(10 Marks)
b) Discussany five (5) advantages of strong brands.
(10 Marks)
QUESTION 5
a) A Vertical Marketing System is a distribution channel structure in which producers and
intermediaries agree to act as one to serve their agreed-upon target segments(s).
With a practical example; discuss any two (2) types of Vertical Marketing Systems (VMS).
(8 Marks}
TOTAL MARKS: 100
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