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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING

EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE

BBA 201: PRINCIPLES OF MARKETING
=================================================================
DATE: MONDAY 10TH AUGUST 2009
TIME: 11.00 A.M. – 1.00 P.M.

INSTRUCTIONS:

Answer Question ONE and any TWO other Questions.

QUESTION ONE

a)
Buying decisions in an organization involve various kinds of individuals. Discuss

any five roles that people can play in the buying decision.
(10 marks)
b)
Using examples, discuss any five factors influencing pricing in the transport sector.

(10 marks)
c)
Segmentation is the process of dividing the market into distinctive subsets of

consumers with similar needs. How can the market for hotels be segmented.

(10 marks)

QUESTION TWO
a)
The selection of the channels of communication is an important decision in the

promotion function. Identify five factors that a marketing manager should consider
when

selecting
media. (10
marks)
b)
Discuss the four characteristics of services and show how they influence the
marketing
managers
decisions.

(10
marks)

Page 1 of 2
QUESTION THREE
a)
Consumer behaviour is greatly influenced by personal factors. Using examples,

discuss five personal factors influencing consumer behaviour.
(10 marks)
b)
Distinguish between consumer buying and organizational buying. (10 marks)

QUESTION FOUR
a)
Discuss any five macro-environmental factors and how they influence the marketing
manager’s
decisions.
(10
marks)
b)
With the help of a diagram discuss the various adopter categories. (10 marks)

QUESTION FIVE
a) Distinguish
between
the
selling concept and marketing concept. (10 marks)
b)
Using a diagram, describe the Product Life Cycle and state one strategy that can be
applied
at
each
stage.
(10
marks)

Page 2 of 2

Principles Of Marketing Question Paper

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