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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2010/2011
FIRST YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 101: PRINCIPLES OF MARKETING (D+E)
DATE: AUGUST 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
Question One
a) Describe four types of consumer buyer behaviour and clearly identify the role of the marketer under each behaviour. [10 Marks]
b) Bedford is a product in the decline stage of its lifecycle. Explain the strategies at the disposal of management of Bedford. [10 Marks]
c) Companies carry out market segmentation to identify the different needs and motivations for buying its product within the potential market. Upon this exercise there is a deliberate attempt to develop a mechanism for strategic market intervention regarding market targeting. Using appropriate
examples, explain how marketers would use market targeting strategies to gain a competitive
advantage. [10 Marks]
Question Two
Explain the key factors that make up the following categories of the basic marketing environment;
a)The Competitive Environment [10 Marks]
b)The Publics [10 Marks]
Question Three
a) A new product branded Sossi has been introduced in the Kenyan market. Based on Rogers’s theory of innovation, discuss how the Kenyan consumers are likely to adopt this product.
[10 Marks]
b) In specific reference to primary data collection, explain the different methods of primary data collection at the disposal of a researcher.
[10 Marks]
Question Four
Amani Cooking Oil Refineries has invented a new product branded Shiba Margarine and would like to apply rapid penetration strategies in introducing it in the market. You have been approached to give a clear guide in how to aggressively promote this product in the Kenya. Explain the relevant options Amani should adopt.
[20 Marks]
Question Five
a) Who are publics in marketing and how do they influence the marketing effort of an organization?
[6 Marks]
b) Explain the major public relation tools often employed by professionals in this area.
[6 Marks]
c) For a company to be effective in its distribution effort, channel analysis and decision making must be purposeful. Describe the key decisions to be made while designing a channel alternative.
[8 Marks]

Principles Of Marketing Question Paper

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