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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce(Bcom) ()

Institution: Kabarak University question papers

Exam Year:2012

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF BUSINESS
EDUCATION
MKTG 220: PRINCIPLES OF MARKETING
DAY: TUESDAY

DATE: 14/08/2012
TIME: 2.00 – 4.00 P.M.

STREAM: Y2S2
INSTRUCTIONS:
? Answer Question one and any other two questions.
Question One
a) Discuss the relevance of any four marketing management philosophies (10 mks)
b) A company is shifting from marketing of products to that of services. Discuss the factors
that the firm should consider in order to successfully market the services (10 mks)
c) Using relevant examples, discuss how the elements of micro environment can influence
the ability of marketing managers to achieve their marketing objectives (10 mks)
Question Two
a) Evaluate the reasons for segmenting markets and the requirements for its effective
implementation (10 mks)
b) Discuss the application of Maslow’s Hierarchy of Needs Theory in marketing (10 mks)
Question Three
a) Discuss the major factors that influence the distribution channels adopted by companies
(10 mks)
Page 1 of 2

b) Distinguish between market skimming and market penetration pricing strategies, citing
factors which that favor each of these approaches (4 mks)
c) Using relevant examples, discuss the reasons for increased importance of promotion mix
in the marketing function (6 mks)

Question Four
a) You have been contracted as an International Marketing Consultant by a company
considering expanding its operations to other countries. Advice this company on the
entry strategies (10 mks)
b) How can marketers utilize product levels in effective marketing of the products and
services? (10 mks)
Page 2 of 2

Principles Of Marketing Question Paper

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