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Bcom 220/Bbam 220: Principles Of Marketing Question Paper

Bcom 220/Bbam 220: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS
SECOND YEAR EXAMINATION FOR THE AWARD OF
DEGREE OF BACHELOR OF COMMERCE & BACHELOR OF ENTEREPRENURSHIP AND SMALL BUSINESS MANAGEMENT

BCOM 220/BBAM 220: PRINCIPLES OF MARKETING

STREAMS: BCOM/BBAM Y2S2 TIME: 2 HOURS

DAY/DATE: TUESDAY 6/8/2013 11.30AM – 1.30 PM

INSTRUCTIONS:

1. This paper consists of two sections
2. Section A is compulsory
3. Section B answer any two questions
4. Do not write on the question paper
5. Use relevant examples
6. Use legible handwriting

SECTION A: COMPULSORY

QUESTION ONE (30 MARKS)

(a) As a consultant with a marketing consultancy firm, prepare a presentation on factors influencing consumer behavior. [10 Marks]

(b) Construct an advertising creative brief informing or briefing an advertising agency of the clients expectations for proposed advertising campaign. [10 Marks]

(c) Explain how a brand manager may position his/her brands in the market. [10 Marks]

SECTION B: ANSWER ANY TWO QUESTIONS

QUESTION TWO

(a) As a Marketing Manager in Kenya Tourism Board, prepare a marketing plan to increase both domestic and International Tourism in Kenya. [10 Marks]
(b) Explain the factors you would consider in choosing a transportation method for your company’s products. [10 Marks]

QUESTION THREE

(a) As the Business Development Manager in a state parastatal, discuss the new product development process. [10 Marks]

(b) Marketing department is affected by many factors. Discuss the external environment affecting its performance. [10 Marks]

QUESTION FOUR

(a) Explain how you will set the price for Unilever products to have many customers.
[10 Marks]

(b) Why does Business Innovation and Research department need to conduct market research. [10Marks]

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Bcom 220/Bbam 220: Principles Of Marketing Question Paper

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