Marketing Management Assignment

(a)    Under what circumstances may an entrepreneur carry out   market research?

(b)    What measures can be taken by business entrepreneurs to  ensure quality production.

(c)    Explain reasons for carrying out market research

2. (a) Describe the steps followed when conducting market assessment.

(b)    Why is it necessary for an entrepreneur to carryout market  assessment?

3. (a) What factors are considered when conducting market  assessment.

(b)    Identify the likely challenges faced by entrepreneur when  conducting market assessment.

4. (a) Describe the elements of marketing mix

(b)    Suggest the ways through which market assessment information is collected.

5. (a) Define the term sales promotion.

(b)    what are the methods used by entrepreneurs when conducting  market assessment.

(c)    Why is it necessary to carry out sales promotion?

6. (a) Explain the factors considered by an entrepreneur when   advertising.

(b)    Outline the advantages medium use by entrepreneurs.

7. (a) Why is it necessary to carryout personal selling?

(b)    Analyze the steps followed when conducting personal selling.

8. (a) Outline the qualities of a good sales person.

(b)    Under what circumstances personal selling may be needed?

9. (a) What factors are considered when choosing a channel of  distribution?

(b)    Describe the role of a retailer in the distribution of a product.

10. (a) Outline the different forms of marketing techniques.

(b)    What are the benefits of good customer care in enterprise?

(c)    Explain the manifestations of good customer relations in an  enterprise.

11. (a) Define the term price.

(b)    Explain the ways through which entrepreneurs price their  products.

12. (a) Outline the objective of pricing the products for the   entrepreneur.

(b)    Explain the factors affecting the price decisions in a business   enterprise.

13. (a) What is meant by the term target market as it is used in  entrepreneurship education.

(b)    What are the factors determining the target market   population.

(c)    Examine the challenges faced when identifying the target  market.

14. (a) Distinguish between cash transaction and credit transaction.

(b)    State the advantages and disadvantages of selling goods on   cash basis.

(c)    Suggest the ways of ensuring proper cash management.

15. (a) Why is it necessary to carry out credit selling?

(b)    Under what circumstances may goods be sold on credit.

(c)    Suggest the ways of ensuring proper management of credit    sales.

16. (a) What are the costs and disadvantages of credit selling?

(b)    What are the challenges faced when carrying out credit   selling?

(c)    Explain the factors considered before giving goods on credit.

17. (a) What are the objectives of market segmentation?

(b)    Describe the basis for market segmentation.

(c)    Explain the criteria for selecting segmentation basis.

18. (a) Define the term marketing strategy.

(b)    Explain the tools of marketing strategy used in a business.

19. (a) What are potential customers?

(b)    Outline the characteristics of potential customers

Question 1

Jomaru Ltd deals in the manufacture and distribution of domestic products. Most of its products are laundry type goods including, but not limited to washing powder, toothpaste, mouthwash, toilet soap, detergents and disinfectants.

The company employs over 15,000 people in its various functional areas of production, transportation and marketing, administration, finance and research. For a long time since its establishment, Jomaru Ltd enjoyed a monopoly in production of many of these products since it was government policy to protect and grow its infant industries. Because of that, the name Jomaru Ltd became synonymous with such products as toothpaste, washing powder and toilet soap.

In the recent past though, the effects of globalization forced the government to liberalise trade which saw an influx of various imported products. Some of these products compete favourably with those of Jomaru Ltd because some are packaged in very attractive ways. This has forced the company to devise means of retaining their customers. Information from sales department indicated that the market was tilting in the favour of imported products.

In view of the new challenges, the management of Jomaru Ltd decided to rebrand and promote their products with a new face and image. They designed persuasive information about their products, their quality and their benefits. The company used various media options especially newspapers, television, radios and phones (sms) to advertise aggressively. They designed attractive slogans that many people, young and old could easily recite thereby endearing themselves to the products.

The promotion was rolled out at the most appropriate time. Management crafted a promotion strategy which was appropriately funded, effectively planned and sustainable. Within three months, the marketing department had been able to cover the whole country. To reduce the expenses of the campaign, least cost methods were used, such as face-to-face meetings with actual and potential buyers, free samples, twin-pack bargains, special discounts and bonuses for sales representatives.

Within a short time a drastic increase in sales was realized. This encouraged management to venture into sports sponsorship to increase the visibility of their products. The company decided to sponsor a local football tournament and worked with the organisers to brand the stadium and sports equipment including balls, caps, boots and uniforms with Jomaru Ltd’s logo. Such a move saw a big jump into the popularity of Jomura Ltd’s products on the market.

 Required:

1. Define the term ‘promotion’.
2. Using the scenario above, explain the methods of promotion used by Jomaru Ltd.
3. Explain why there was a need for Jomaru Ltd to carry out a promotion.
4. According to the scenario, explain the factors that should be borne in mind when choosing the media for advertising.