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Bac413:Marketing Of Financial Services Question Paper

Bac413:Marketing Of Financial Services

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2016

KENYATTA UNIVERSITY
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BAC413: MARKETING OF FINANCIAL SERVICES
DATE: TUESDAY, 29THMARCH, 2016 TIME: 8.00 A.M.-10.00 A.M.
INSTRUCTIONS:
Answer ALL questions
Question One
Dents Limited Group a US based conglomerate planning to penetrate the Kenyan Market with a keen interest in Banking Insurance and other financial services. Your consultancy firm has been engaged to conduct a research on the market environment in Kenya and come up with a report to be submitted to the group Board of directors during their familiarization trip to Kenya. The Group CEO requested you to address the following issue on the Kenyan financial markets.

a) Four challenges of market penetration in Kenya financial markets. (4 marks)
b) The distinctive characteristics on Kenyan financial services. (4 marks)
c) Suggest methods of overcoming challenges caused by the distinctive characteristics of financial services. (8 marks)

Question Two
a) Explain the different pricing strategies an organization can use to price financial services. (10 marks)
b) Importance of consumer post buying behaviour to a financial services market services. (10 marks)
Question three
a) Explain the consumer buying process in financial services. (10 marks)
b) Explain five basis of segmentation in the marketing of financial markets in Kenya.

Question Four
a) Discuss the importance of understanding the financial markets environment to a financial services marketer. (6 marks)
b) Giving example differentiate the different types of marketing services environment.
(8 marks)
Question Five
a) Information technology plays pivotal role in marketing financial services. Discuss.
(10 marks)

Bac413:Marketing Of Financial Services Question Paper

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