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Agbm 252: Marketing Management For Agribusiness Question Paper

Agbm 252: Marketing Management For Agribusiness

Course:Bachelor Of Agribusiness Management

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS

SECOND YEAR EXAMINATION FOR THE AWARD OF DEGREE OF
BACHELOR OF AGRIBUSINESS MANAGEMENT

AGBM 252: MARKETING MANAGEMENT FOR AGRIBUSINESS

STREAMS: AGBM Y2S2 TIME: 2 HOURS

DAY/DATE: TUESDAY 13/8/2013 11.30 A.M. – 1.30 P.M.
INSTRUCTIONS:

Answer question one and any other two.

Do not write on the question paper.

Question One

(i) Explain marketing management in reference to agricultural marketing. [3 marks]

(ii) Discuss the stages involved in agricultural marketing. [7 marks]

(iii) Henry Assael distinguished among different types of buying behaviour based on the degree of buyer involvement and the degree of differences among brands. Discuss these types of behaviour. [10 marks]

(iv) Explain the various ways of entering agricultural global markets. [10 marks]

Question Two

Marketing research is a very important aspect in development of various products especially in the food and fiber industry because of many factors both internal and external which influence development, marketing and consumption of these products. In the light of this statement discuss the marketing research process citing a specific agricultural product. [20 marks]

Question Three

(i) Explain the factors which hinder development of new products. [7 marks]

(ii) Assume you are an agricultural based company and that you have identified a new market in a foreign country like Rwanda and that you have decided to expand your business. Discuss the problems you would face and how you would overcome them.
[13 marks]

Question Four

Assume that you have been given a new job as a marketing manager of an agro processing firms and your first assignment is to make sure that you successfully market a new product that the company has developed. Explain giving practical examples the strategies you would pursue to achieve your objectives in this case.
[20 marks]

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Agbm 252: Marketing Management For Agribusiness Question Paper

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