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Bmit 321:Marketing December 2008 Question Paper

Bmit 321:Marketing December 2008

Course:Bachelor Of Business Management And Information Technology

Institution: Kabarak University question papers

Exam Year:2008

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

INSTRUCTIONS:
Answer Question ONE and any other FIVE questions.

QUESTION ONE
a) i) Differentiate between internal marketing environment and external marketing
environment. (2 marks)
ii) As a marketer, give three reasons why you think it is important to scan the
marketing environment. (3 marks)
iii) Outline any two ways in which government can promote marketability of a
company’s product (s). (2 marks)
b) What are “publics” in marketing? Using examples describe any four publics in
marketing. (4 marks)
c) Using any four elements of culture show how cultural environment affects the marketing
activities. (4 marks)

QUESTION TWO
Marketing is the process that enables exchanges that lead to satisfaction of needs and wants of
consumers. In light of this view, highlight the importance of marketing:
a) To the society (3 marks)
b) To individual firms that practise it. (4 marks)

QUESTION THREE
a) What is meant by cognitive dissonance? Give three of the post-purchase activities you
would undertake to reduce it. (3 marks)
b) There are many players in a purchase operation who participate in various ways.
Explain such roles in a consumer purchasing process. (4 marks)

QUESTION FOUR
a) Differentiate between marketing intelligence and marketing research (2 marks)
b) Explain five benefits of having a well developed marketing information system (MIS) in
a service organization (5 marks)

QUESTION FIVE
A marketing mix is the blend in which an organization decides to undertake its marketing:
a) Outline three functions of marketing intermediaries (3 marks)
b) Examine four basic functions advertising in marketing ( 2 marks)
c) Using relevant diagrams show the different distribution channels that can be used by
marketers (2 marks)

QUESTION SIX
a) Describe the bases of market segmentation (3 marks)
b With the aid of diagrams, show the options available to marketers in market targeting
(4 marks)

QUESTION SEVEN
a) Describe the stages in product life cycle of a given product (2 marks)
b) Using a diagram show the consumer adoption process (2 marks)
c) Outline the stages in new product development (3 marks)

QUESTION EIGHT
a) Explain the characteristics of services that distinguish them from physical products
(3 marks)
b) Distinguish between local marketing and overseas marketing (2 marks)
c) Using examples, describe any two forms of regional economic grouping in international
marketing. (2 marks)

Bmit 321:Marketing December 2008 Question Paper

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