Principles Of Marketing(Buss 218) Question Paper

Principles Of Marketing(Buss 218)

Course:Education

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME : 2 HOURS

Instructions: Answer Question ONE and TWO other Questions. Do not make notes on the question paper.
Question One
Show the role of marketing in:
Business organizations
(3 Marks)
Not-for-profit organizations
(3 Marks)
Governmental agencies
(3 Marks)

Present a summarized structure of a marketing plan.
(11 Marks)
Make a distinction between marketing research and market intelligence.
(3 Marks)
What data would you seek to obtain to design a distribution channel for the product of a start up?.
(7 Marks)

Question Two
Marketing is the process by which companies/organizations create value for customers and build strong customer relationships in order to capture value from customers in return (Kottler & Armstrong 2008). Show how marketing is a process.
(10 Marks)
Discuss the company wide strategic planning model and the role of marketing in it.
(10 Marks)

Question Three
Make a distinction between consumer behavior and business buyer behavior.
(4 Marks)
Describe how the business buying process proceeds.
(8 Marks)
Discuss the factors that influence a consumer behavior.
(8 Marks)

Question Four
Make notes on the following types of products:
Convenience product
2 Marks)
Shopping product
(2 Marks)
Speciality product
(2 Marks)
Unsought product
(2 Marks)
Discuss the importance of the marketing mix elements in marketing.
(12 Marks)

Question Five
Define market segmentation.
(2 Marks)
Explain how you would curve out a market segment.
(8 Marks)
Discuss the ethical concerns that arise in marketing.
(10 Marks)

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