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Bmit 321:Marketing December 2010 Question Paper

Bmit 321:Marketing December 2010

Course:Bachelor Of Business Management And Information Technology

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY UNIVERSITY EXAMINATIONS
2010/2011 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF BUSINESS MANAGEMENT
AND INFORMATION TECHNOLOGY
COURSE CODE: BMIT 321

INSTRUCTIONS:
Answer question ONE and any other THREE

QUESTIONS
1.(a) Allan is a successful businessman operating a chain of supermarkets in Nakuru country.
He is currently shopping for a family vehicle; discuss how his choice is likely to be
influenced. (8 marks)
(b) Bitrex manufacturing company dealing with electronics products plans to introduce a new
Product in the Kenyan Market. As a marketing Expert explain how the different categories of
Consumers are likely to adopt the product. (8 marks)
(c) Kick-start a battery manufacturing company wishes to launch a new type of car battery in
Kenyan market, discuss appropriate pricing strategies that the company should use.
(6 marks)
(d) Explain possible methods Kick Start Company could use to promote its products in order
to penetrate the market. (8 marks)

2. (a) Marketing segmentation involves breaking down the total market into relatively
Homogeneous sub-groups of customers. Discuss the psychographic segmentation.
(8 marks)
(b) A radio and TV station intent to launch its new product in the Kenyan market. Discuss the
Possible target strategies they could use. (12 marks)

3. (a) You have been charged with responsibility of selecting a suitable channel for distribution
Of fast moving consumer goods (FMCG), discuss the criteria you will use to select the
most appropriate channel. (12 marks)
(b) Explain the rationale for using market intermediaries used by most manufacturers.

(8 marks)
4. (a) Many companies are taking advantage of East African protocol to do business across
the political boundaries. Discuss the strategies that they could use to enter a foreign
market. (10 marks)

(b) Explain the criteria for deciding which market to enter. (10 marks)
5. (a) As a marketing expert of a company dealing with Fast Moving Consumer Goods (FMCG)
Discuss the product life cycle and the strategies you would use to manage the product in
each stage. (12 marks)
(b) Explain how Marketing environment affects the performance of a product in the market
place.

Bmit 321:Marketing December 2010 Question Paper

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