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Bmit 321:Marketing March 2010 Question Paper

Bmit 321:Marketing March 2010

Course:Bachelor Of Business Management And Information Technology

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF BUSINESS
MANAGEMENT AND INFORMATION
TECHNOLOGY
COURSE CODE: BMIT 321

INSTRUCTIONS:
Answer question ONE and any other TWO questions

QUESTION 1
(a) As marketing Manager of Fast Moving consumer Goods (FMCG) which has majority
market share in Kenya, you have advocated for New Product Development in your firm,
discuss possible reasons for developing a new product. (6 marks)
(b) Products are classified on the basis of the buying effort that customers expended before
buying a product or a service. Discuss the various categories of goods under buying
effort expended. (8 marks)
(c) Distinguish between Industrial and Consumer goods and give relevant examples.
(6 marks)
(d) Test marketing entails introducing the product in a small – scale and in pre – selected
environment. Discuss the procedure entailed in test marketing. (8 marks)
(e) Discuss four methods of pricing that could be used in a product. (12 marks)

QUESTION 2
(a) A company dealing with dollar charged mobile phone wishes to determine its market by
segmentation. Discuss various levels of marketing segmentation. (10 marks)
(b) Political and legal factors are very significant in any marketing initiatives. As a marketing
manager of Agro – Food Processing. Discuss how the political and legal factors are likely
to affect the operation of your company. (10 marks)

QUESTION 3
(a) A service is defined as an actor performance that one can offer to another that is
essentially intangible and does not result in the ownership of anything.
Discuss categories of services. (8 marks)
(b) Explain FOUR Key Unique Characteristics of Services and how a marketer can
overcome these factors. (12 marks)

QUESTION 4
(a) Adoption is the process by which consumers incorporate a new product into their buying
patterns. Discuss the consumer adoption process. (10 marks)
(b) Explain the factors that influence buying Behaviour (10 marks)

QUESTION 5
(a) Your Company Plan to introduce its products in East African Countries, as the Manager
explain entry strategies, the company could use to enter into foreign market. (10 marks)
(b) Discuss the criteria that you would use to rank the various markets the company may
enter. (10 marks)

QUESTION 6
(a) Explain the different Marketing Research designs. (6 marks)
(b) Discuss the Process of Marketing Research. (14 marks)

Bmit 321:Marketing March 2010 Question Paper

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