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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2010/2011
FIRST YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 101: PRINCIPLES OF MARKETING (SATURDAY)
DATE: AUGUST 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
Question one
You are the marketing manager of HAXTER a textile company in Kenya, the company have been
encountering a reduction of sales for the last two years. The management have asked you to find out
the cause and solve the problem,
a) Discuss with the management how the current changes in the external marketing environment
could have been the possible cause of the changes in sales (10 Marks)
b) Discuss how they would go about conducting a marketing research to solve a problem they are
currently faced with. (12 Marks)
c) explain the four possible ways of collecting the primary data (8 Marks)
Question two
Alpha limited an international motor vehicle assembly company is opening a branch in kenya, as one
of its marketing consultants discuss with management
a) How to choose an effective segmentation (10 Marks)
b) How to Choosing a Differentiation and Positioning Strategy (8 Marks)
c) A possible stategy for selecting a market segment (2 Marks)
Question Three
a) A consumer goes through a series of rational steps in the buying decision process. Discuss this
steps and the marketing tactics a marketer should apply at every stage (10 Marks)
b) Discuss the General Characteristics of the Business to Business Markets (10 Marks)
Question four
a) Explain the main steps to be followed in developing new products (12 Marks)
b) Discuss the significance of branding to
i. Customers
ii. Sellers (8 Marks)
Question Five
a) Discuss internal orgarnization factors that influence an orgarnization pricing strategies (12 Marks)
b) Discuss the Steps involved in Developing effective integrated marketing communication (IMC)
(8 Marks)

Principles Of Marketing Question Paper

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