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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Certificate In Business Management

Institution: Kenya Institute Of Management (Kim) question papers

Exam Year:2011

INSTRUCTIONS:
1. Write your Index number in the space provided in the answer booklet
2. Answer any five questions.
3. Ad questions carry equal marks.
4. NO. Writing should be done on this question paper.
5. Candidates who break KIM examination Rules and Regulations or commit any malpractice will be DISQUALIFIED.
1.a) Explain how marketing communication might enable a firm 10 succeed in its business operations. (10 marks)
b) Describe the advantages of using Internet services in the marketing process.
(10 marks)
2 .Briefly, describe the development of" marketing from the ancient civilization lo date.
(20 marks)
3. a) Explain why a marketer should always study the marketing environment.
(10 marks)

b) Describe the marketing research process that a marketer should follow when conducting marketing research. (10 marks)
Explain the stages of developing new product for an organization of your choice. ' (20marks)
5. a) Explain the circumstances under which an organization decides to use long channels of distribution. (8 marks)
b) Describe the following concepts in the context of marketing:
i) Promotion mix
ii) Marketing mix
(12 marks)
6. a) Explain the benefits of marketing organization in an organization. (10 marks)
b) Explain how price is regarded as an important aspect of business in an organization. (10 marks)
7. a) Describe the role of marketing information System in the marketing process of the organization. (8 marks)
b) Explain how telemarketing is used as a direct marketing technique to carry out promotional activities. (12 marks)
8. Describe the five philosophies of marketing that marketers use to make operational decisions (20 marks)

Principles Of Marketing Question Paper

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