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Dibm 0127: Principles Of Marketing Question Paper

Dibm 0127: Principles Of Marketing

Course:Diploma In Business Management

Institution: Chuka University question papers

Exam Year:2012

CHUKA UNIVERSITY

COLLEGE

UNIVERSITY EXAMINATIONS

EXAMINATION FOR THE AWARD OF
DIPLOMA IN BUSINESS MANAGEMENT

DIBM 0127: PRINCIPLES OF MARKETING

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

• Answer question 1 and any other two questions.
• Be clear and to the point.
• Do not write anything on the question paper.

Q1. The management of your company is inducting newly recruited Management Trainees. You are called upon to explain to the trainees the following:

(a) The nature of marketing exchanges that result in a lasting relationship where both the marketer and consumer are happy. [2 marks]

(b) The difference between the marketing and selling philosophies that guide organizations in conducting their marketing activities. [5 marks]

(c) The key developments in the marketing thought during the period of conceptualization. [4 marks]

(d) The meaning of a firm’s micro environment and the publics components of the micro environment. [10 marks]

(e) The possible promotion tools the company can use for its brands. [8 marks]

(f) The different classifications of a product. [4 marks]

(g) The external factors considered while setting prices. [6 marks]

Q2. Your newly created County has called for leaders’ seminar. You are asked to explain to the leaders the following:

(a) The benefits of branding to a marketer. [5 marks]

(b) The possible contact methods used for gathering data. [8 marks]

(c) The primary focus of marketing. [2 marks]

Q3. The Meru South Milk Processors Cooperative Society has appointed you as their new sales manager. Explain to their sales team the following:

(a) The meaning of Direct Marketing and the benefits of direct marketing to the company and consumers. [7 marks]

(b) The meaning of an augmented product and some of the items that constitute an augmented product. [8 marks]

Q4. Muringa Fresh Produce Company Ltd request your advice to the senior management on
the following:

(a) What benefits would they get by using the sales force as a promotion tool?
[5 marks]

(b) The factors to consider when making a packaging decision. [5 marks]

(c) The general pricing approaches the company can use to set prices. [5 marks]

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Dibm 0127: Principles Of Marketing Question Paper

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