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Bbam 220: Principles Of Marketing Question Paper

Bbam 220: Principles Of Marketing

Course:Bachelor Of Purchasing And Supplies Management

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS
SECOND YEAR EXAMINATIONS FOR THE AWARD OF DEGREE OF BACHELOR OF PURCHASING AND SUPPLIES MANAGEMENT
BBAM 220: PRINCIPLES OF MARKETING
STREAMS: Y2S1 TIME: 2 HOURS
DAY/DATE: WEDNESDAY24/4/2013 8.30 AM – 10.30 AM
INSTRUCTIONS:

• Answer Question ONE and any other TWO Questions
• Do not write anything on the Question Paper

1. Introduce members of your local constituency development fund to the marketing concept by explaining to them the following:

(a) What a marketer must do to ensure his/her products sell easily. [2 Marks]

(b) Developments which occurred to the marketing thought during the period of integrations. [2 Marks]

(c) The differences between the production and the selling concepts of a product offering. [4 Marks]

(d) The major components of a product offering. [6 Marks]

(e) The categories of consumer products based on frequency of purchase, how they are purchased and where they are purchased. [6 Marks]

(f) The important branding decisions marketers make. [6 Marks]

(g) The elements of a promotion mix [6 Marks]
(h) The advantages of using personal selling. [4 Marks]

(i) The problems associated with secondary data. [4 Marks]

2. Your Marketing Manager has requested you to address newly recruited employees on the following:

(a) The criticism leved against marketing. [8 Marks]

(b) The methods used in setting the total promotion budget. [7 Marks]

3. (a) Using your newly acquired marketing knowledge, explain:-

(i) The meaning of technological environment

(ii) The trends in the technological environment that a marketer should be
aware of. [8 Marks]

(b) The benefits of branding to buyers, sellers, consumers and marketers.
[7 Marks]

4. You are required to contribute to a discussion among members of the Marketing Students Association by explaining the following:

(a) The meaning of direct marketing and the trends that fueled the growth of direct marketing. [6 Marks]

(b) The possible objectives of a marketing research project. [6 Marks]

(c) The decisions marketers make while designing a research sample. [3 Marks]

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Bbam 220: Principles Of Marketing Question Paper

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