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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:2010

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR

FOR THE DEGREE OF BACHELOR OF
COMMERCE
COURSE CODE: MKTG 220
COURSE TITLE: PRINCIPLES OF MARKETING
STREAM:
Y2S2
DAY:

TUESDAY
TIME:

4:00 – 6:00P.M.
DATE:

13/04/2010

INSTRUCTIONS:
Answer question ONE and any other TWO questions

QUESTION 1
(a) Commercial, public sector and voluntary organization all need to be marketing oriented.
Your manager has delegated to you to reinforce this message to marketing trainees.
Relating to an organization of your choice, draw on your own understanding of the macro
environmental factors to prepare an outline script for your presentation.(12marks)
(b) Explain how you would effectively manage each of the unique characteristics of services
to ensure competitiveness in the market.(12 marks)
(c) What benefits would an enterprise gain by carefully segmenting its market. (6 marks)

QUESTION 2
(a) Discuss the process that a growth oriented firm operating in a competitive environment
would employ in developing a new product.(12 marks)
(b) Explain the role played by marketing research in commercial firms.(4 marks)
(c) Discuss the concept of classifying goods by considering the effort applied in seeking the
product.(4 marks)

QUESTION 3
(a) Discuss the role of promotion mix in effective marketing of an organization’s product
offerings.(10 marks)
(b) You have been given the task of making pricing decisions in a new consumer goods
organization. How will you perform this assignment?(10 marks)

QUESTION 4
(a) A manufacturing enterprise is experiencing a decline in its market share. You have been
called upon to facilitate a market research. Explain the steps you will follow in
accomplishing this task.(12 marks)
(b) Differentiate between marketing concept and societat marketing concepts. (4 marks)
(c) Explain the commercial circumstances in which “skimming” and “market Penetration”
pricing strategies can be employed.(4 marks)

Mktg 220: Principles Of Marketing Question Paper

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