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MKM711S - MARKETING MANAGEMENT - 1ST OPP - JUNE 2025 |
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nAm I BI A u n IVE RSITV
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS AND SPORT MANAGEMENT
QUALIFICATION : BACHELOR OF MARKETING
QUALIFICATION CODE: 07MARB
LEVEL: 7
COURSE CODE: MKM711S
COURSE NAME: MARKETING MANAGEMENT
SESSION: MAY/JUNE 2025
PAPER: THEORY
DURATION: 3 HOURS
MARKS: 100
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER
PROFM. CHUFAMA(FM), MS R.SHIKONGO(PT&DI)
MODERATOR:
MR STEWARTLUWIZHI
INSTRUCTIONS
1. This question paper has FIVE (5) questions.
2. Answer ANY FOUR (4) questions.
3. Always start a question on a new page.
4. Each question carries TWENTY-FIVE {25) marks.
5. Marks for each question are indicated at the end of each question.
6. Read all the questions carefully before answering.
7. Be guided by the mark allocation on what and how much to write.
8. Number the answers clearly.
THIS QUESTION PAPER CONSISTS OF 2 PAGES (Including this front page)
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QUESTION 1
(25 marks)
You are appointed as a Marketing Executive, what are the main activities you will be carrying
out in your new position?
QUESTION 2
(25 marks)
With the aid of examples, describe the unique characteristics of services and their management
strategies.
QUESTION 3
(25 marks)
Discuss with relevant and practical examples, Michael Porter's Generic strategies and how firms
can use these strategies in various business situations.
QUESTION4
Discussthe following marketing orientations, showing which product(s) suits the orientation,
(a) Production orientation
(5 marks)
(b) Selling orientation
(5 marks)
(c) Product orientation
(5 marks)
(d) Market orientation
{5 marks)
(e) Societal-marketing orientation
(5 marks)
QUESTION 5
{25 marks)
With the aid of relevant examples, explain the stages involved in the Innovation Diffusion
process/ the Adopter categories.
END OF FIRST OPPORTUNITY EXAMINATION PAPER
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