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Kst 312: Agricultural Marketing. Question Paper

Kst 312: Agricultural Marketing.

Course:Bachelor Of Science In Agribusiness Management

Institution: Kenyatta University question papers

Exam Year:2013

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2012/2013
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF SCIENCE (AGRIBUSINESS MANAGEMENT).
KST 312: AGRICULTURAL MARKETING.
DATE: Thursday, 4th APRIL, 2013
TIME: 8.00 A.M-10.00 P.M
INSTRUCTIONS:
Answer question 1 and any other 2 questions.
Question 1
(a) Define the following.
i. Market segmentation
ii. Product line.
iii. Trade mark.
iv. Shopping products.
v. Differentiated marketing. [5 marks]
(b) Briefly discuss how the following impact on agricultural marketing.
i. High growth of urban areas. [5 marks]
ii. Seasonality of agricultural products. [5 marks]
(c) List functions of agricultural marketing boards. [5 marks]

(d) Explain why an agricultural marketer would encourage or discourage dairy farmers to use new KCC in marketing their milk. [5 marks]
(e) Explain the causes of failure for new products. [5 marks]
(f) Explain why it may be necessary for a marketer to eliminate a product that is in the decline stage of the product life cycle. [5 marks]
(g) Explain the role of market information in development of a marketing strategy. [5 marks]

QUESTION TWO.
Write concise notes on the following. [15 marks]
i. Market regulation.
ii. Commodity exchanges.
iii. Local of assembly markets.
QUESTION THREE. [15 marks]
Explain the challenges of introducing new products into a market and suggest ways of overcoming the challenges.
QUESTION FOUR. [15 marks]
Discuss how agricultural marketing is a tool for rural economic development.

Kst 312: Agricultural Marketing. Question Paper

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