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Agbm 121: Principles Of Marketing Question Paper

Agbm 121: Principles Of Marketing

Course:Bachelor Of Agribusiness Management

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS
EXAMINATIONS FOR THE AWARD OF
BACHELOR OF AGRIBUSINESS MANAGEMENT
AGBM 121: PRINCIPLES OF MARKETING
STREAMS: AGBM TIME: 2 HOURS
DAY/DATE: FRIDAY 26/4/2013 2.30 PM – 4.30 PM
INSTRUCTIONS:

Answer Question ONE and any other TWO Questions.

QUESTION ONE (COMPULSORY)

Using your recently acquired marketing expertise introduce to members of Nairobi City Business Woman Association to the marketing discipline as follows:

(a) Explain the concept of product life cycle. [10 Marks]

(b) Describe the marketing philosophies under which firms conduct their marketing activities. [10 Marks]

(c) Importance of marketing to the society [5 Marks]

(d) Briefly discuss how reference groups influence consumer behavior. [5 Marks]

QUESTION TWO

(a) Marketers have used price as a weapon to launch and maintain profitable products in the market. Explain five pricing strategies utilized by firms so as to thrive in the market place. [10 Marks]
(b) By use of appropriate examples, discuss the variables that characterize demographic segmentation of consumer markets. [10 Marks]

QUESTION THREE

(a) Explain how macroeconomic factors influence marketing activities in Kenya.
[10 Marks]

(b) Discuss the variables that characterize behavioral segmentation. [10 Marks]

QUESTION FOUR

By use of appropriate examples, describe how marketers would use the various promotion elements to excellently market an indentified brand. [20 Marks]

QUESTION FIVE

Paulo Jalang has been working abroad for twenty five years and has decided to settle in Nairobi city. He intends to purchase a complete house in Kileleshwa. Describe in depth the process he will undergo before and after purchasing the house. [20 Marks]

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Agbm 121: Principles Of Marketing Question Paper

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