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Bba 202Principles Of Marketing Question Paper

Bba 202Principles Of Marketing

Course:Bachelor Of Education Arts

Institution: Pwani University question papers

Exam Year:2011

INSTRUCTIONS: Answer question One and other Three
Question One
Salin Mohamed, a marketing manager with Kilifi Commercial Products Ltd is in an ethical dilemma while Salim was interviewing several candidates for a marketing position with the company. After interviewing, testing and assessing several candidates, two clearly stood above the rest, that is one male and one female. Although the male was slightly more qualified, Salim suspected that his male customers might enjoy the “looks” of the female and thus be willing to give Kilifi Commercial Product Ltd their business.
a) What are ethics? Define marketing ethics. (9marks)
b) How do you think Salim should sort out the dilemma facing him? (8marks)
c) Does the choice of a right gender affect the marketing or sale success of some commodities? Explain. (8marks)
Question Two
a) TQM is a concept used to continuously improve the business offering. What challenges does an organization face when it decides to pursue this?(8marks)
b) What is a mission statement? Give five elements that shape the mission statement. (7marks)
Question Three
Define the concept of “Market Orientation” how does this concept help an organization to meet and exceed customer expectations? (15marks)
Question Four
Marketing has been embraced by the Government and other NGOs. The public has had many things to say against the government. Show how communication transparently of government policies and actions to the public has helped to improve public rating of government performance. (15marks)
Question Five
Describe customer value and satisfaction and show how some three leading companies in Kenya produce and deliver them. (15marks)
Question Six
Describe the four characteristics of services that marketers must consider when
designing marketing programs. How do the services offered by a dentist differ from those offered by a drug store in regard to the characteristics? (15marks)

Bba 202Principles Of Marketing Question Paper

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