Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 201: PRINCIPLES OF MARKETING

DATE: TUESDAY, 22ND DECEMBER 2009

TIME: 11.00 A.M. - 1.00 P.M.

INSTRUCTIONS: Answer Question One and any other Two.

1.
(a)
Marketing Research is expensive and yet institutions have to invest a

lot in it. Highlight the preliminary steps which a marketer should
consider
in
data
analysis.

(15
marks)

(b)
You have been identified by Kilalani Consultants to do a marketing

research for their services. Clearly state and explain the various problems

you anticipate in this exercise.

(15 marks)

2.
The Managing Director of Kenya Airways has realized that “The Pride of Africa”

Philosophy has not led to growing number of customers. He has, in consultation

with a leading expert instituted a study on the behaviour of her consumers. Discuss

the various reasons which could have prompted him.

(20 marks)

3.
(a)
It is a configuration of strategies that focus on a particular market in

relation to the 4P’s. Identify each P and name at least three variables
considered
in
each.
(10
marks)

(b)
Kenyatta University Management has engaged you in an exercise

to highlight it on the various consumer buying roles/decisions.
Briefly
discuss
those
roles.
(10
marks)

4.
With the help of a well labeled table, prepare a presentation for the various

stages of a product life cycle giving characteristics of each.

(20 marks)

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