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Bba 201-Principles Of Marketing Question Paper

Bba 201-Principles Of Marketing

Course:Bachelor Of Commerce In Marketing

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 201: PRINCIPLES OF MARKETING
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DATE: TUESDAY 23RD NOVEMBER 2010 TIME: 4.30 P.M. - 6.30 P.M.
INSTRUCTIONS
Answer Question 1 and any other 2.
1. a) As a marketing expert, explain in detail to a layman the role which marketing plays in a society. (10 marks)

b) Identify and discuss the actors and forces within an organization that may facilitate or hinder the ability to develop and maintain successful transactions with its target consumer. (20 marks)

2. It is defined as “the systematic gathering, recording, analyzing and reporting of data about problems relating to the marketing of goods and services”. Identify this process and highlight the problems it encounters. (20 marks)

3. You have been engaged by a leading organization to study the various factors influencing the behaviour of its consumers. Give an account of the factors which you would consider. (20 marks)

4. a) Discuss the benefits which a firm in the mobile phone sector would reap from segmentation of its product or services. (10 marks)

b) What would you consider as the key basis for segmenting business markets in the beverage sector. (10 marks)