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Principles Of Marketing(Mktg 218) Question Paper

Principles Of Marketing(Mktg 218)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME: 2 HOURS
INSTRUCTIONS
Answer question one and any other two questions.
Question One
Using relevant examples describe five marketing management philosophies clearly outlining their characteristics.
(12 Marks)

Just like human beings, a product goes through a lifecycle. With the help of a diagram, describe these stages.
(10 Marks)

Define the term "exchange" and state the conditions necessary for an exchange to take place.
(10 Marks)

Distinguish between a need and a want.
(2 Marks)

Question Two
Describe how the economic environment influences marketing activities of a firm.
(10 Marks)

Describe how marketing use psychographic segmentation variable to segment their consumer markets.
(10 Marks)

Question Three
When making a purchase decision, consumers seek information relevant to enable them make informed decisions. Using examples, describe the various sources of information.
(8 Marks)

Describe the new product development process (NPD).
(12 Marks)

Question Four
Describe the factors that a marketer considers when choosing an appropriate advertising media.
(10 Marks)

Distinguish between skimming and penetration pricing strategies and explain conditions under which each is appropriate.
(10 Marks)

Question Five
Marketers are influenced by both micro and macro environment of factors. Using examples, discuss this statement. (20 Marks)

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