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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce (Commerce)

Institution: Kabarak University question papers

Exam Year:2010

KABARAK
UNIVERSITY

UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR

FOR THE DEGREE OF BACHELOR OF
COMMERCE
COURSE CODE: MKTG 220
COURSE TITLE: PRINCIPLES OF MARKETING
STREAM:
Y2S2
DAY:

SATURDAY
TIME:

9:00 – 11:00A.M.
DATE:

10/04/2010

INSTRUCTIONS:
Answer question ONE and any other TWO questions

PLEASE TURN OVER
Page 1 of 2

QUESTION 1
(a) You have been assigned the responsibility of making pricing decisions in an organization
where you are newly employed. What factors should you consider in making such
decisions.

(10 marks)
(b) Each element of the promotion mix is useful in marketing. Expound on the promotion
objectives best achieved by each element.

(10 marks)
(c) Explain the value created by marketing Intermediaries as an element of a marketing
distribution system.

(10 marks)

QUESTION 2
(a) How can an organization use the micro environmental forces to gain competitive
advantage in the market?

(10 marks)
(b) Explain the role of advertising and public relations in the promotion of products.
(6 marks)
(c) Differentiate between production and selling philosophies and their application in the
marketing function.

(4 marks)

QUESTION 3
(a) Discuss the key factor that influence buying habits of various consumers. (12 marks)
(b) You are a marketing consultant of international marketing. What advise would you
offer to a firm contemplating to explore foreign market on entry strategies? (8 marks)

QUESTION 4
(a) Illustrate the stages of the product life cycle, depicting the appropriate marketing
strategies at each stage.

(12 marks)
(b) Using relevant examples, discuss the various bases for segmenting
consumer markets.

(8 marks s)

QUESTION 5
(a) How can you use the unique characteristics of services in marketing of services of
your choice?

(10 marks)
(b) Identify a specific shopping product and explain the process you will go through in
purchasing the product.

(10 marks)
Page 2 of 2

Principles Of Marketing Question Paper

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