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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
FIRST YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 101: PRINCIPLES OF MARKETING
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) A market segmentation study sponsored by a fast-food hamburger chain identified five
market segments.
i.) Explain how the firm arrived at the five segments.
[8 Marks]
ii.) Management of the firm decided to go after only one segment out of the five
identified. Identify the strategy used. [2 Marks]
b) The managing director of an electronic component has asked you to develop a
feasibility study regarding the introduction of a laser-disk player in the home
entertainment market. Prepare a detailed outline of the demographic factors that you
should asses in your study. [10 Marks]
c) Explain various marketing strategies you would adopt when commercializing moyh
Mkate a new delicious baking product from moyh industries limited. [ 10 Marks ]
QUESTION TWO
a) Marketing Research often calls for the collection of primary data. Describe three basic
primary data collection methods: [6 Marks]
2
b) With the aid of illustrations, explain the first three levels of consumer marketing channels.
[14 Marks]
QUESTION THREE
a) Differentiate between the introductory phase and Growth phase of the product life cycle
[10 Marks]
b) Explain the appropriate marketing strategies to be used at the Growth Phase. [10 Marks]
QUESTION FOUR
a) Explain any six consumer promotion tools used to accomplish sales promotion objectives.
[ 12 Marks]
b) Describe any FOUR Consumer-Goods Classifications. [8 Marks]
QUESTION FIVE
a) By employing behavioral segmentation buyers are divided into groups on the basis of their,
Knowledge, Attitude, Behavior, Use or response to a product. Explain the, behavioral variables
that are used to segment consumer markets.
[8 Marks]

Principles Of Marketing Question Paper

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