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Cam 101 Principles Of Marketing Question Paper

Cam 101 Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2012

1
UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 1 EXAMINATION FOR THE BACHELOR OF COMMERCE
CAM 101 PRINCIPLES OF MARKETING (DAY+EVENING)
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions
QUESTION ONE
a) Buyer’s personal characteristic has profound influence on their buying behaviour. Explain the
personal factors that marketers must be weary of. [10 MARKS]
b) Describe the introductory stage of a product, clearly articulating the relevant marketing
strategies that can be applied at this stage. [10 MARKS]
c) Explain any “FIVE” product characteristics that influence the speed of adoption[10 MARKS]
QUESTION TWO
a) Describe the Internal factors likely to influence a firms pricing strategy. [10 MARKS]
b) Members of a marketing channel play a critical role in bridging the gap between producers and
consumer. Explain these roles [10 MARKS]
QUESTION THREE
a) Describe the classification of consumer products giving specific buying behaviour associated with
each class of consumer goods. [10 MARKS]
b) The sellers pricing freedom is heavily dependent on the market demand and the market structure.
2
Describe the influence of the two on a firm’s pricing strategy. [10 MARKS]
QUESTION FOUR
a) Customer driven firms use targeting as a winning strategy. Describe the targeting strategies
used by such firms. [10 MARKS]
b) Company XYZ seeks to do business in Kenya. Their marketing manager has noted that their
success in this market depends on adoption of competitive distribution strategy. Explain the key
decisions to be made while designing a channel alternative. [10 MARKS]
QUESTION FIVE
The design of an effective advertising strategy is a key determinant of a firm’s performance. Discuss
the important decisions marketers make when developing an advertisement strategies.
[20 MARKS]

Cam 101 Principles Of Marketing Question Paper

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