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Principles Of Marketing Question Paper
Principles Of Marketing
Course:Bachelor Of Commerce
Institution: Strathmore University question papers
Exam Year:2009
1
STRATHMORE UNIVERSITY
FACULTY OF COMMERCE
Bachelor of Commerce
END OF SEMESTER EXAMINATION
BCM 1204: PRINCIPLES OF MARKETING
1ST YEAR
DATE: 10th March 2009 TIME: 2 Hours
INSTRUCTIONS:
Candidates should attempt THREE questions only.
Answer Question ONE (Compulsory) and any other TWO Questions.
QUESTION ONE
Using the attached case (Kenchic Limited), answer the following questions
a) Organizations today face many challenges as a result of factors in their external and internal
environments. Explain three challenges that were faced by Kenchic in this case, clearly
showing which environmental factors caused those challenges.
( (9 marks)
b) Assume that you had been hired as a Marketing consultant for Kenchic. Using relevant
examples, explain any 4 marketing strategies you would have used to tackle the issues facing
the company. (12 marks)
c) The MD highlights the fact that chicken consumption is very low in Kenya. As a consultant
who has studied marketing, you know that consumer behaviour is affected by various factors.
What would be your advice to the MD in regard to what could be influencing consumer
behaviour in this market? Raise three points, and for each point raised, recommend to the
MD what he should do in order to increase consumption of chicken in this market.
(9 marks)
TOTAL 30 MARKS
2
QUESTION TWO
a) It is argued that every product goes through a product life cycle (PLC). Explain any three
strategies a marketer may employ at the maturity stage of the plc, clearly explaining
what the maturity stage entails. (8 marks)
b) Explain three categories of consumer products, and the distribution coverage strategy you
would use for each of the categories. Ensure that you use relevant examples.
(12 marks)
TOTAL 20 MARKS
QUESTION THREE
Assume that you work for Consumer Insight, a research company in Kenya. The Ministry of
Youth Affairs approaches your company, claiming that there has been an increase in drug use
amongst the youth, and they would like to understand why this is so. The minister says that they
would like to use social marketing strategies to curb this, but in order for them to design any
intervention strategies, they must first understand the situation. You are required to carry out a
study on this issue.
Required:
a) What would be the objective of your study? Using the appropriate wording, come up
with a research objective of this study (2 marks)
b) Explain the research design that you would use for this study. Use relevant examples.
(3 marks)
c) Who would be in your sample, and how would you choose this sample?
(5 marks)
d) Which data collection approach would you use to gather the relevant information?
Ensure that you define the approach, the particular method and instrument you would use
under that approach, and give relevant examples.
(6 marks)
f) Recommend to the minister 2 possible ways of tackling the issue of drug abuse using any
2 marketing appeals of your choice. (4 marks)
TOTAL 20 MARKS
3
QUESTION FOUR
a) Keroche Company has just launched a new brand, ‘Summit’. They are however
experiencing problems with distributors, who prefer to distribute and sell EABL
products. Using examples, give three recommendations to Keroche Managers on what
they can do to encourage their channel members (distributors) to accept to sell their
products more. (9 marks)
b) What is promotion? Using the marketing communication process, design a campaign for
the Summit brand. Use specific examples for each step.
(11 marks)
TOTAL 20 MARKS
QUESTION FIVE
a) Discuss four segmentation variables. As part of your explanation, utilize relevant
examples using companies you know of that have used (or are likely to be using) those
variables to segment their markets. (12 marks)
b) Make brief notes on the following concepts:
– Differentiated marketing (2 marks)
– Doubtful positioning (2 marks)
– Cognitive dissonance (2 marks)
– Captive Product Pricing (2 marks)
TOTAL 20 MARKS
END OF EXAM
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