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Dam 101 Principles Of Marketing Question Paper

Dam 101 Principles Of Marketing

Course:Diploma In Business Management

Institution: Kca University question papers

Exam Year:2014

UNIVERSITY EXAMINATIONS: 2013/2014
STAGE III ORDINARY EXAMINATION FOR THE DIPLOMA IN
BUSINESS MANAGEMENT
DAM 101 PRINCIPLES OF MARKETING
DATE: AUGUST 2014
TIME: 1 1/2 Hours
INSTRUCTION: Answer any THREE questions
QUESTION ONE: (20 MARKS)
a)
Define the following terms:
- (1 Marks)
- Wants (1 Marks)
- Demand (1 Marks)
- Product (1 Marks)
- Market (1 Marks)
- Marketing offer (1 Marks)
- Value and Satisfaction (1 Marks)
- Exchange (1 Marks)
- Transaction (1 Marks)
-
b)
Needs Marketing Management (1 Marks)
As the marketing manager of Unilever Kenya, discuss the stages in the Life Cycle of a
new bar soap you are launching into the market.
(10 Marks)
QUESTION TWO: (20 MARKS)
a) Discuss the philosophies/concepts of marketing (10 Marks)
b) Analyze the Pricing Approaches/Methods a manager may adopt (10 Marks)
1
QUESTION THREE: (20 MARKS)
a)
Using an example, give the new product development process a company may use to
launch a new product Discuss the requirements for effective segmentation (5 Marks)
c) What is the importance of marketing?
b)
(10 Marks)
(5 Marks)
QUESTION FOUR: (20 MARKS)
a) Describe the marketing research process (10 Marks)
b) Discuss channel levels and describe the importance of channel members? (10 Marks)
QUESTION FIVE: (20 MARKS)
a) Describe the Macro environment facing the organization (10 Marks)
b) Discuss the marketing mix an organization is exposed to. (10 Marks)
2

Dam 101 Principles Of Marketing Question Paper

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