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Bcom 220: Principles Of Marketing Question Paper

Bcom 220: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Chuka University question papers

Exam Year:2012

CHUKA UNIVERSITY

COLLEGE

UNIVERSITY EXAMINATIONS

(CHUKA & EMBU CAMPUSES)

SECOND YEAR EXAMINATION FOR THE AWARD OF DEGREE OF
BACHELOR OF COMMERCE

BCOM 220: PRINCIPLES OF MARKETING

STREAMS: BCOM Y2S2 TIME: 2 HOURS
DAY/DATE: TUESDAY 11/12/2012 2.30 P.M – 4.30 P.M.
INSTRUCTIONS:

Answer Question ONE and any other TWO Questions.
Do not write on the question paper.

QUESTION ONE: (30 MARKS)

(a) Discuss the importance of marketing activities in the achievement of the objectives of vision 2030. [8 marks]

(b) Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. Explain. [6 marks]

(c) All marketing activities should be carried out under a well thought out philosophy of efficient, effective and socially responsible marketing. Describe the competing concepts under which organizations can choose to conduct their marketing activities.[10 marks]

(d) Explain the significance of carrying out marketing research to a firm. [6 marks]

QUESTION TWO:

The marketing environment consists of forces internal and external to the organization that affects a firm’s ability to develop and maintain successful relationships with its target market. Critically analyze the marketing environment clearly showing the significance and implication of the environment variables in making market decisions. [20 marks]
QUESTION THREE:

(a) Market segmentation is an important aspect of success in marketing; explain the importance of market segmentation to firms. [6 marks]

(b) Discuss the criteria commonly used by business marketers to segment the market with a reference to the Kenyan marketing environment. [8 marks]

(c) Describe the ways in which marketing intermediaries add value to marketing activities.
[6 marks]

QUESTION FOUR:

(a) Discuss the internal (psychological factors) influencing consumer behaviour.
[10 marks]

(b) John, a trader in your locality, has recently decided to buy a laptop to enable him run his business efficiently and effectively. As a marketing consultant, advise John on the buying process he needs to go through to help him make a rational purchase decision.
[10 marks]

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Bcom 220: Principles Of Marketing Question Paper

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