Principles Of Marketing(Buss 218) Question Paper

Principles Of Marketing(Buss 218)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2010

TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE(Compulsory) and any Other TWO Questions

Question 1
a) Explain the following terms:
i) Needs & Wants
ii) Markets
iii) Differentiation
iv) Late Majority
v) Market segmentation
vi) Positioning (12 marks)
b) Differentiate between selling and marketing. (8 marks)
c) Discuss the evolution of the various marketing orientations. (10 marks)

Question 2
a) Discuss the marketing strategies that may be used at the introductory and maturity stages of the product life-cycle. (10 marks)
b) List and explain the factors that affect pricing decisions. (10 marks)

Question 3
a) What is post-purchase behavior? Suggest ways a marketer can control post purchase dissonance. (5 marks)
b) Discuss at least two types of buying-decision behaviors exercised by customers when buying products. (8 marks)
c) Discuss some of the factors a company has to consider when choosing target marketing strategy. (7 marks)

Question 4
a) Briefly explain the external environmental forces that affect the company’s ability to serve its customers. (10 marks)
b) State the various levels of a product and suggest ways in which a firm can add customer value in each level (10marks)

Question 5
a) What do you understand by Personal selling; discuss the advantages and disadvantages of personal marketing? (10 marks)
b) Discuss in detail the various factors influencing the choice of channels of distribution. (10marks)

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