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Bbm 202: Pprinciples Of Marketing Question Paper

Bbm 202: Pprinciples Of Marketing

Course:Bachelor Of Business Management

Institution: Masinde Muliro University Of Science And Technology question papers

Exam Year:2007

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MASINDE MULIRO UNIVERSITY OF SCIENCE AND TECHNOLOGY (MMUST)
UNIVERSITY EXAMINATIONS
2007/2008 ACADEMIC YEAR
SECOND YEAR FIRST SEMESTER EXAMINATIONS
FOR THE DEGREE OF BACHELOR OF BUSINESS MANAGEMENT
COURSE CODE: BBM 202
COURSE TITLE: PRINCIPLES OF MARKETING
DATE: 18th December, 2007 TIME: 9.00 a.m.-12.00 a.m.

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INSTRUCTIONS TO CANDIDATES
Answer QUESTION ONE and any other THREE questions

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Question 1 - Compulsory
A prospective employer has advertised for the post of a Promotion Manager. You are one of the qualified candidates that have been short listed for the interview. As part of the selection process, you are required to:-
a) Describe the key elements of a promotional mix. (8mks)
b) Discuss the importance of promotion in today's competitive marketing environment. (5mks)
c) Discuss critical decisions that must be made while developing a promotional plan.(12mks)

Question 2
a) Describe the types of conflicts that exist in marketing channels and explain the various methods that are used to manage such conflicts. (12mks)
b) Using the diffusion of innovation concept, describe the adopter categories of new products in terms of the unique characteristics of each. (13mks)

Question 3
a) Competitive intelligence gathering has grown dramatically as more and more companies need to know what their competitors are doing. Discuss the various marketing intelligence techniques used by marketers today and comment on ethical issues being raised concerning some of these techniques. (10mks)
b) Distinguish between a firm's micro and macro environments and demonstrate how the macro environmental factors influence the firm's marketing strategies. ( 15mks)

Question 4
a) You have been assigned the responsibility of making pricing decisions in an organization where you are newly employed. What factors will you consider before making such decisions. (15mks)
b) Produce a balanced argument for presentation to your marketing manager that gives reasons for and against competing on the basis of price alone. (10mks)

Question 5
a) Explain what is meant by the heterogeneity challenge in services marketing and demonstrate how you would effectively address these issues. (10mks)
b) You have been engaged as a Marketing Consultant by a multinational bank to help it formulate a five-year strategic marketing plan. Describe the key components of the strategic marketing plan that you would formulate. (15mks)

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Question 6
Write brief notes that outline the key aspects of the following marketing issues:-
a) Cognitive dissonance (5mks)
b) Packaging strategies (5mks)
c) Positioning of products and brands (5mks)
d) Brand awareness (5mks)
e) Types of organizational purchases (5mks)

Bbm 202: Pprinciples Of Marketing Question Paper

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