Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 201: PRINCIPLES OF MARKETING
DATE: Monday 7th January 2008 TIME: 10.30 a.m. – 12.30 p.m.

INSTRUCTIONS:

1. Answer THREE (3) Questions
2. Question ONE is Compulsory

Q1
a) Define marketing as used in organizations today and show its importance to firms.
(8 Marks)

b) Identify and explain the major factors affecting consumer behaviour in the purchase of
consumer products.

(12 Marks)
c) Define the marketing mix elements highlighting their importance in modern marketing.

(10 Marks)

Q2.
Describe the five (5) marketing concepts as used by marketing managers to ensure

success in organizations.

(20 Marks

Q3.
Explain to the manager of XYZ Co. the steps to be followed in conducting marketing
research for a fast moving consumer product that is currently facing sales decline. Give an
example of your choice.

(20 Marks)

Q4. a) Define consumer behaviour and describe its determinants. (10 Marks)

b) Using examples, explain to the marketing manager of XYZ Co. Ltd the stages through
which he/she needs to develop in a complex buying situation. (10 Marks)

Q5.
“Understanding the environmental conditions is very important to modern organizations.”
a) Distinguish between micro and macro environments of a firm. (4 Marks)

b) Explain the concept of a SWOT analysis as used in organizations for success today. (16
Marks)

1

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