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Mktg 220: Principles Of Marketing Question Paper

Mktg 220: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2011

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2010/2011 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 220
COURSE TITLE: PRINCIPLES OF MARKETING
STREAM: Y2S2
DAY: THURSDAY
TIME: 4.00 ± 6.00 P.M
DATE: 14/04/2011
INSTRUCTIONS:
Ø Answer question ONE and any other TWO questions

QUESTION ONE
a) Discuss how marketing companies in Kenya have responded to change in the marketing
environment at macro level
(15 marks)
b) ³Successful marketing of goods and services of all kinds should be based on a basic
understanding of the concept of motivation ´. Discuss
(8 marks)
c) You have developed a new product as a measure of expanding your product line. What
factors are likely to influence the pricing of this product
(7 marks)
QUESTION TWO
a) With the help of examples, discuss the various levels of market segmentation, showing
the advantages and shortcoming of each.
(8 marks)
b) Your organization has identified a need in the market, which it seeks to satisfy through a
new product. Discuss the stages that you will follow in developing the new product.
(12 marks)
QUESTION THREE
a) An organization is contemplating to introduce services into its market offerings. What
factors should the organization consider in designing effective marketing strategies for
the services
(12 marks)
b) Explain the psychological factors that influence consumer behavior.
(8 marks)
QUESTION FOUR
a) An enterprise that was once performing very well has declined drastically in the past few
months. You have been called upon to assist in carrying out a market research. Discuss
the procedure you will follow.
(12 marks)
b) Explain the role played by distribution channels in the marketing mix.
(8 marks)

Mktg 220: Principles Of Marketing Question Paper

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