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Kbt 102:Agricultural Marketing Question Paper

Kbt 102:Agricultural Marketing

Course:Bachelor Of Science In Agribusiness Management

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
AGRIBUSINESS MANAGEMENT AND TRADE
KBT 102: AGRICULTURAL MARKETING

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DATE: FRIDAY 26TH NOVEMBER 2010
TIME: 8.00 A.M. - 10.00 A.M.

INSTRUCTIONS

Answer question ONE and any other TWO questions.

1.
a) Define agricultural marketing and list the 4 Ps of marketing.
(5 marks)

b) Briefly explain the difference between selling and marketing.
(5 marks)

c) Write short concise notes on the following

i) Market positioning

ii) Market targeting

(5 marks)

d) Examine the role of packaging in agribusiness marketing
(5 marks)

e) Discuss various factors a marketing manager in an agribusiness firm should

consider when setting prices for the firm’s products.

(5 marks)

f) Evaluate the role played by middle men in agricultural marketing. (5 marks)

g) A company selling agricultural inputs is keen on running a marketing

campaign on radio. Outline the key factors that the marketing manager should
consider when choosing the specific radio stations to use for the campaign.

(5 marks)

2.
In details, explain the key advantages of branding agricultural products. (15 marks)

3.
Discuss various factors external to an agribusiness enterprise which can affect the

marketing manager’s ability to achieve set marketing objectives.
(15 marks)

4. New K.C.C. Ltd is in the process of developing a new yoghurt brand. Explain how

you would use the 4 Ps of marketing to position it as the most preferred yoghurt for

the young people between 15 and 25 years.

(15 marks)

Kbt 102:Agricultural Marketing Question Paper

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