Get premium membership and access revision papers, questions with answers as well as video lessons.

Got a question or eager to learn? Discover limitless learning on WhatsApp now - Start Now!

Cam 101 Principles Of Marketing Question Paper

Cam 101 Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
FIRST YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 101 PRINCIPLES OF MARKETING
DATE: APRIL 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Recently, the ministry of finance critiqued the role and safety of the M-PESA money transfer
service provided by Safaricom Limited. Acting as a consultant, discuss the impacts of forces in
the macro marketing environment in the case above and provide your preferred solutions for
the company.
[10 Marks]
b) An organization can adopt a number of pricing approaches. The pricing approach is based on
the company’s objectives. Highlight any FIVE pricing approaches a company may adopt.
[10 Marks]
c) Differentiate between the following terminologies as used in marketing
i) Needs and Wants
ii) Market and Marketing
iii) Product line and Product Mix
iv) Brand name and Brand equity
v) Advertising and Publicity
[10 Marks]
QUESTION TWO
a) Uniliver Kenya is faced with a problem of declining market share. Elaborate the marketing
research process you would adopt to solve this problem.
[10 Marks]
2
b) There are common individual characteristics that can influence buyer’s decision. Present the
psychological factors that influence consumer behaviour.
[10 Marks]
QUESTION THREE
a) Novida is a new product in the Kenyan Market. Consumers adopt new the products at different
rates. Explain the adoption process of Novida and diagrammatically demonstrate the Rogers
theory of Innovation.
[10 Marks]
b) A new product has a lifecycle synonymous to that of human beings. Discus the product
lifecycle giving specific marketing strategies at the decline stage
[10 Marks]
QUESTION FOUR
a) Marketing managers are faced with a number of product decisions in their day a today
practice. Explain the specific product attribute and product line decisions.
[10 Marks]
b) Product distribution plays a critical function in ensuring customers get the product. Highlight
some of the distribution channels and explain the role played by channel members.
[10 Marks]
QUESTION FIVE
c) Give a brief account of the promotional approaches that affirm can use to create awareness in
the market.
[10 Marks]
d) Using appropriate examples, explain how marketers would use market targeting strategies to
gain a competitive advantage.
[10 Marks]

Cam 101 Principles Of Marketing Question Paper

More Question Papers

Popular Exams