MBAD 871
CHUKA
UNIVERSITY
UNIVERSITY EXAMINATIONS
EXAMINATION FOR THE AWARD OF DEGREE OF
MASTERS IN
MBAD 871: MARKETING MANAGEMENT
STREAMS: TIME: 3 HOURS
DAY/DATE: WEDNESDAY 7/4/2021 2.30 PM – 5.30 PM
INSTRUCTIONS:
Answer Question ONE and any other FOUR questions.
Do not write anything on the question paper.
Question One
a) The natural environment refers to climate, weather and natural resources that affect
human survival and economic activity. Distinguish the trends in the natural
environment that marketers should always be aware of in their decision making.
[10
Marks]
b) Marketing research involves the gathering and analysis of information about the
moving of goods or services from producers to consumers. Distinguish between the
possible methods of contacting a respondent in a marketing research assignment.
[6
Marks]
c) The Product Life Cycle is an important concept in the marketing discipline. What is
the relevance of the concept to management decision making ? [4 Marks]
Question Two
Promotion is any communicative effort by a marketer to inform and persuade buyers to
accept, use, recommend and repurchase the idea, good or service which is being
promoted.
a) With aid of a diagram, differentiate between “ push” and “pull” promotion concepts.
Justify the promotion strategy choice you would recommend for a consumer goods
Page 1 of 3
CHUKA
UNIVERSITY
UNIVERSITY EXAMINATIONS
EXAMINATION FOR THE AWARD OF DEGREE OF
MASTERS IN
MBAD 871: MARKETING MANAGEMENT
STREAMS: TIME: 3 HOURS
DAY/DATE: WEDNESDAY 7/4/2021 2.30 PM – 5.30 PM
INSTRUCTIONS:
Answer Question ONE and any other FOUR questions.
Do not write anything on the question paper.
Question One
a) The natural environment refers to climate, weather and natural resources that affect
human survival and economic activity. Distinguish the trends in the natural
environment that marketers should always be aware of in their decision making.
[10
Marks]
b) Marketing research involves the gathering and analysis of information about the
moving of goods or services from producers to consumers. Distinguish between the
possible methods of contacting a respondent in a marketing research assignment.
[6
Marks]
c) The Product Life Cycle is an important concept in the marketing discipline. What is
the relevance of the concept to management decision making ? [4 Marks]
Question Two
Promotion is any communicative effort by a marketer to inform and persuade buyers to
accept, use, recommend and repurchase the idea, good or service which is being
promoted.
a) With aid of a diagram, differentiate between “ push” and “pull” promotion concepts.
Justify the promotion strategy choice you would recommend for a consumer goods
Page 1 of 3
