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Bmit 321:Marketing March 2009 Question Paper

Bmit 321:Marketing March 2009

Course:Bachelor Of Business Management And Information Technology

Institution: Kabarak University question papers

Exam Year:2009

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF BUSINESS
MANAGEMENT & INFORMATION TECHNOLOGY
COURSE CODE: BMIT 321

INSTRUCTIONS:
- Answer question ONE and other FIVE questions.
1. a) K. J Company Ltd intends to enter foreign market with their popular cement
product. Discuss the criteria they would need to use to decide whether it is viable
to enter foreign market or not. (6mks)
b) Pricing is a sensitive yet an important marketing programme which can determine
a company’s success or failure. Discuss sales objective and give relevant
examples of companies that utilize this method. (6mks)
c) You have been appointed as a marketing consultant for a new manufacturing
company dealing with fashion clothes and beauty products in East African. The
company intends to segment its market to effectively meet customers needs.
Explain four possible basis of segmentation that may be used in the consumer
market. (8mks)
d) Test marketing entails introducing a product in a small scale and in a pre-selected
environment. Briefly explain the procedure to be followed to carryout this
important activity. (4mks)
e) Discuss the stages of product-life-cycle and the marketing strategies necessary to
make a product successful. (6mks)

2. Explain how macro-environment can affect marketing of textile industry for both
local and export industry in each case give relevant examples. (6mks)

3. a) Explain product classification of products based on the buying effort expended.
Give relevant examples. (3mks)
b) Discuss the process of information search during the purchasing of a product.
(3mks)

4. a) Services are unique and different from tangible goods. Discuss FOUR distint
characteristics. (4mks)
b) Discuss the strategies used to manage these unique characteristics. (2mks)

5. a) Discuss the rationale for the use of middle middlemen. (4mks)
b) Explain FOUR possible distribution levels of channels. (2mks)

6. a) Explain the purpose for marketers to analyse consumer behaviour (4mks)
b) Explain how reference groups influence a person’s behaviour (2mks)

7. Discuss the promotion mix, that marketers use to develop its promotional
programme (6mks)

Bmit 321:Marketing March 2009 Question Paper

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