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Bust 122: Principles Of Marketing Question Paper

Bust 122: Principles Of Marketing

Course:Bachelor Degree In Purchasing And Supplies Management

Institution: Chuka University question papers

Exam Year:2013

CHUKA
UNIVERSITY

UNIVERSITY EXAMINATIONS
FIRST YEAR EXAMINATION FOR THE AWARD OF
BACHELOR DEGREE OF ENTREPRENEURSHIP
PURCHASING AND SUPPLIES

BUST 122: PRINCIPLES OF MARKETING

STREAM: BUST (Y1S2) TIME: 2 HOURS

DAY/DATE: THURSDAY 15/8/2013 8.30 A.M. – 10.30 A.M.
INSTRUCTIONS:
ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS
DO NOT WRITE ANYTHING ON THE QUESTION PAPER

1. Introduce members of your Constituency Development Fund to the marketing concept by explaining the following:
(a) The nature of an exchange that results in a lasting relationship between the marketer and the customer. [2 marks]

(b) The branding strategies a supplier can adopt. [8 marks]

(c) The meaning of an augmented product and the items that can be considered part of an augmented product. [6 marks]

(d) The difference between the sales and societal marketing concepts of the marketing philosophies that a marketer can adopt. [4 marks]

(e) Reasons why labeling decisions are important for consumer products. [6 marks]

(f) The key functions of a distribution channel. [8 marks]

(g) The possible objectives of a marketing research project. [6 marks]

2. Muringa Producers Ltd has requested you to help them improve their marketing efforts by explaining the following:

(a) The different types of publics a company has to deal with as an element of the micro-environment. [6 marks]

(b) The key developments which occurred to the marketing thought during the period of reconceptualization. [4 marks]
(c) The different types of wholesalers. [5 marks]

3. Using your newly acquired marketing skills, help induct newly recruited employees in your department by explaining to them the following:
(a) The possible sources of new product ideas for the company. [5 marks]

(b) The meaning of brand Equity [2 marks]
(c) Product classifications based on types of users/consumers. [3 marks]
(d) The factors that affect the setting of a promotion mix. [5 marks]

4. Ndagani Industries Ltd requires your assistance to explain to their marketing team the following:
(a) The difference between the “Push” and “Pull” promotion strategies. [6 marks]

(b) The problems associated with secondary data. [4 marks]
(c) The research approaches a marketing researcher can adopt. [4 marks]
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Bust 122: Principles Of Marketing Question Paper

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