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MKM711S- MARKETING MANAGEMENT- 2ND OPP- JULY 2024 |
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nAm I BI A u n IVE RS ITY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERECE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICSAND SPORT MANAGEMENT
QUALIFICATION : BACHELOR OF MARKETING
QUALIFICATION CODE: 07BMARB
LEVEL: 7
COURSE CODE: MKM711SS
COURSE NAME: MARKETING MANAGEMENT
DATE: JULY 2024
PAPER: THEORY
DURATION: 3 HOURS
MARKS: 100
SECOND 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) Companies handle the organizational aspect of new-product development in several ways. Many
assign responsibility to product managers. But product managers are often busy managing existing
lines and may lack the skills and knowledge to develop and critique new products. You have been task
to advice the Product Managers on new product development stages, mention and discuss the eight
{8) stages of new product development.
{16 Marks)
b) You are further task to advice the Product Managers on ways to find great product ideas. Discuss
any five (5) ways to find great product ideas.
(S Marks)
c) Discussthe five (5) adopter categories.
(10 Marks)
QUESTION 2
Marketing management is a process of controlling the marketing aspects, setting the goals of a
company, organizing the plans step by step, taking decisions for the firm, and executing them to get
the maximum turn over by meeting the consumers' demands.
a) Discussany four (4) objectives of Marketing Management.
(8 Marks)
b) The major functions that a manager completes can be categorized into four different functions.
Discussthese four (4) functions.
(10 Marks)
QUESTION 3
a) Macro-Environment Audit includes all the factors outside the firm that influences the marketing
performance. Discussany five (5) components of the PEST/SLEPTanalysis.
(10 Marks)
b) Discussthe six {6) stages of Environmental analysis.
(6 Marks)
c) McKinsey's Elements of Success (7S Framework) is usually used as a tool to evaluate and monitor
changes in the internal situation of an organization. Discuss the four (4) elements known as the
"software".
(8 Marks)
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QUESTION 4
Marketing implementation is critical to the success of any firm because it is responsible for putting
the marketing strategy into action.
a) Discussany five (5) elements of Marketing Implementation.
(10 Marks)
b) One of the approaches that can be used by managers in implementing marketing strategies and
motivating employees to perform implementation activities is the Command approach. Discusstwo
(2) advantages of the Command approach and two (2) disadvantages of the Command approach.
(4 Marks)
QUESTION 5
Branding is a word which covers names, sign, designs, symbols, words, colour combination, sounds,
slogan and packaging to distinguish one product from another and by which it is recognised.
a) Discussany five (5) advantages of strong brands.
(5 Marks)
b) Brand equity is established around four components. Discussthese four (4) components.
(8 Marks)
TOTAL MARKS: 100
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