Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
BBA 201: PRINCIPLES OF MARKETING

DATE: THURSDAY, 4TH DECEMBER 2008 TIME: 2.00 P.M. – 4.00 P.M.

INSTRUCTIONS: 1. Answer THREE (3) Questions
2. Question ONE is Compulsory

1. a) What is the relevance of customer-sovereignty to firms in Kenya today? (6 marks)

b)Identify and explain Michael Porter’s five (5) competitive
strategies that may be used for success of organizations in Kenya. (10 marks)

c) Outline the reasons why marketing managers may use market
segmentation strategy to achieve success in their operations. (10 marks)

d) Explain the requirements for effective market segmentation. (4 marks)

2. “Understanding the environmental conditions is very important to the
life of an organization.”

a) Define the marketing environment of a firm. (4 marks)

b)Describe the SWOT analysis as a tool for designing the right marketing programs. (16 marks)

3. Describe the five (5) marketing concepts adopted by marketing managers
showing how they can be used to ensure competitive edge success in
organizations today. (20 marks)

4. a) Define the term “consumer behaviour.” (4 marks)

b)Explain the following as used in marketing suggesting various
strategies that can be used in each case.
i) Complex buying behaviour
ii) Dissonance – reducing buying situation
iii) Variety-seeking buying behaviour
iv) Habitual buying behaviour (16 marks)

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