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Cbm 07: Principles Of Marketing Question Paper

Cbm 07: Principles Of Marketing

Course:Certificate In Business Management

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS

EXAMINATION FOR THE AWARD OF
CERTIFICATE IN BUSINESS MANAGEMENT

CBM 07: PRINCIPLES OF MARKETING

STREAMS: CERT (BM) TIME: 2 HOURS

DAY/DATE: THURSDAY 8/8/2013 2.30 PM– 4.30 PM

INSTRUCTIONS:

Answer Question ONE and any Other TWO

QUESTION ONE

(a) What is marketing in your understanding? [2 Marks]

(b) Why should a company be customer oriented rather than production oriented.
[5 Marks]

(c) Marketing environment is either internal or external. Marketing managers cannot control the variables of the marketing environment which are external. Discuss the four major aspects of the external environment. [20 Marks]

(d) Explain what is consumerism. [3 Marks]

QUESTION TWO
(a) Promotion is among 4ps of marketing or what is the marketing mix. Write short notes on the following aspects of promotion. [6 Marks]

(i) Personal selling
(ii) Mass selling
(iii) Sales promotion

(b) A product isn’t much good to a customer it isn’t available when and where it is wanted. With a practical example of your company of choice, illustrate the basic channels of distribution of products. [4 Marks]

(c) The price of a product is the reward the producer gets. When managers set prices for their products, they has several objectives in mind which pricing objectives are common.
[4 Marks]

(d) Explain three methods of pricing a product. [6 Marks]

QUESTION THREE

(a) Explain the two – step process of market segmentation. [4 Marks]

(b) A good market segment must meet some criteria. Discuss the criteria for segmenting a broad – product market. [8 Marks]

(c) Target marketers usually have a choice among many possible target markets. Discuss the three basic ways of developing market – oriented strategies in a broad product – market.
[6 Marks]

(d) From market segmentation approach differentiate combiners and segmenters.
[2 Marks]
QUESTION FOUR

(a) Discuss the basic components of the definition of consumption as process. [2 Marks]

(b) Differentiate an individual consumer and an organizational consumer. [2 Marks]

(c) Consumer behavior results form motives and incentives. Discuss the several types of motives that urge the consumer to behave. [4 Marks]

(d) Consumer behavior consist a set of activities that eventually lead to the purchase decision a consumer takes. Discuss the activities included. [6 Marks]

(e) Using a practical example support this statement “Consumer behavior is a decision that consists of three stages” [6 Marks]
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Cbm 07: Principles Of Marketing Question Paper

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