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Ccm 100 Introduction To Marketing Question Paper

Ccm 100 Introduction To Marketing

Course:Diploma In Business Management

Institution: Kca University question papers

Exam Year:2014

UNIVERSITY EXAMINATIONS: 2013/2014
STAGE I ORDINARY EXAMINATION FOR THE CERTIFICA IN
BUSINESS MANAGEMENT
CCM 100 INTRODUCTION TO MARKETING
DATE: AUGUST 2014
TIME: 1 1/2 Hours
INSTRUCTION: Answer any THREE questions
QUESTION ONE: (20 MARKS)
(a)
Differentiate between the two broad dimensions of the marketing environment.
[4 Marks]
(b) Describe any THREE major beneficiaries of marketing. [6 Marks]
(c) Explain four major components of the Marketing Information System. [10 Marks]
QUESTION TWO: (20 MARKS)
(a)
Final consumers buy goods and services through the consumer decision making process.
With the aid of an illustration explain the consumer decision making process.
[10 Marks]
(b)
With the aid on a table, discuss the evolution of marketing
[10 Marks]
QUESTION THREE: (20 MARKS)
(a) Describe the major bases used for Market segmentation.
(b) Marketers use various tools to communicate about their offering to the target market.
Describe FOUR tools they could employ to reach their target audience.
1
[12 Marks]
[8 Marks]
QUESTION FOUR: (20 MARKS)
(a) Give an account of the components of the marketing mix. [8 Marks]
(b) By using relevant examples differentiate between the following; [12 Marks]
Needs and Wants
Selling concept and Marketing concept
Product and Marketing Offer
Transactional Marketing and Relationship Marketing
QUESTION FIVE: (20 MARKS)
a)
The managing director of an electronic component has asked you to develop a feasibility
study regarding the introduction of a laser-disk player in the home entertainment market.
Prepare a detailed outline of the demographic factors that you should asses in your study.
[10 Marks]
b)
By use of local examples, discuss any five market philosophies/orientation that a
marketer may use to approach a market.
[10 Marks]
2

Ccm 100 Introduction To Marketing Question Paper

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