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Dma 202: Principles Of Marketing Question Paper

Dma 202: Principles Of Marketing

Course:Principles Of Marketing

Institution: University Of Nairobi question papers

Exam Year:2013

UNIVERSITY OF NAIROBI
MODULE II DEGREE PROGRAMME-2012/2013
(NAIROBI- DAY)

SECOND YEAR EXAMINATIONS FOR THE DEGREE OF BACHELOR OF
COMMERCE

DMA 202: PRINCIPLES OF MARKETING

DATE: JANUARY 10, 2013 TIME: 2.00 P.M.- 4.00 P.M.

INSTRUCTIONS:
- Attempt question ONE and any other THREE questions.
- Use relevant examples.
- Use legible handwriting.
- Do not write on the Question paper. All rough work should be done on the answer booklet and then crossed.

QUESTION ONE

a) Define societal marketing philosophy and explain factors that have contributed to its adoption globally. What specific actions show that companies in
Kenya have adopted the philosophy? (14 marks)

b) Compare and contrast the buyer decision process that a consumer will undertake when buying low involvement product such as an automobile using relevant
examples. (14 marks)

QUESTION TWO

Marketing Environment forces are critical to the success of marketing efforts. In light of this statement explain opportunities and threats presented by each macro environmental factor t the marketing department. (14 marks)

QUESTION THREE

a) Using suitable examples variables organisations used to segment the mass market. (8 marks)

b) Explain to a entrepreneur without marketing background criteria used to evaluate market segments before target selection decision is made.
(6 marks)

QUESTION FOUR

Using suitable illustrations discuss new product development process and explain why new product fail in the market. (14 marks)

QUESTION FIVE

a) You have been approached by a manufacturer of packaged milk and another manufacturer of office cabinets. Advice each appropriate promotion method for
each product and justify your answer. (8 marks)

b) Some managers especially in micro and small scale sector argue that promotion is a waste of finances. Do you agree with their argument ? If yes, why? If
no, why? (6 marks)

QUESTION SIX

a) Explain the functions performed by middlemen in marketing and advise a newly established organization on situations when direct channel may be
appropriate. (10 marks)

b) Using suitable examples distinguish between product mix and promotion mix. (4 marks)

-THE END-

Dma 202: Principles Of Marketing Question Paper

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