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Cam 101: Principles Of Marketing (Weekend Question Paper

Cam 101: Principles Of Marketing (Weekend

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
FIRST YEAR STAGE II EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 101: PRINCIPLES OF MARKETING (WEEKEND)
DATE: APRIL 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Distribution channels exist so that products can be moved from production to consumption. In
addition to these, there exist other roles played by the middleman. Highlight FIVE functions of
the middleman. (10 Marks)
b) Marketers have distinguished five roles that people might play in a buying decision. Using
examples, describe these Roles. (10 Marks)
c) Write brief notes on the Micromarketing Environment. (10 Marks)
QUESTION TWO
a) Marketers say that “branding is the art and cornerstone of marketing”. Define ‘Brand’ and give
six levels of meanings it conveys. ( 8 Marks)
b) ‘A product mix has got definite dimensions’. Discuss. ( 12 Marks)
2
QUESTION THREE
a) Define Market Segmentation. ( 2 Marks)
b) Market segmentation reveals the market segment opportunities facing the firm. The firm
therefore has to evaluate the various segments and decide on how many and which one to
serve. What Factors should the firm consider in evaluating market segments. ( 8 Marks)
c) Define Positioning and elaborate on FOUR major positioning errors that firms MUST avoid.
(10 Marks)
QUESTION FOUR
a) Distinguish between Market research and Marketing Research. ( 4 Marks)
b) Discuss the Marketing research process. ( 16 Marks)
QUESTION FIVE
c) There are a number of competing concepts under which an organization may conduct its
marketing activities. Explore these marketing concepts making reference to practical
application of the same by companies in Kenya ( 10 Marks)
d) There are common individual characteristics that can influence buyer’s decision. Present the
psychological factors that influence consumer behaviour. ( 10 Marks)

Cam 101: Principles Of Marketing (Weekend Question Paper

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