Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
INSTITUTE OF OPEN LEARNING (IOL)
UNIVERSITY EXAMINATIONS 2007/2008
SPECIAL EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE

BBA 201:
PRINCIPLES OF MARKETING

DATE:
Tuesday 7th October 2008

TIME: 3.00pm-5.00pm
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Attempt question ONE and any other THREE.
Q.1
Marketing research is a vital component, in determining a company’s marketing
strategy, identify possible types of marketing research and the type data a
marketer would wish to collect and why.

(25
marks)

Q.2
Like other firms of management, marketing management its has historical
development. What are the stages marketing has gone through upto date.

(15 marks)

Q.3
The communication arm of marketing is promotion. Within the promotion mix,
there are various elements. Identify these elements and discuss each element in
detail.

(15 marks)

Q.4
Players within a distribution channel are critical, in the process of having the
product at the right time, right place, and at the convenience of the customer.
Who are the middlemen you would use to handle your product as a manufacturer,
in order to get that product to the customer at his convenience.

(You can invent details of your choice)

(15 marks)

Q.5
Identify and discuss various pricing strategies that a marketer can apply in a given
marketing segment.

(15 marks)

2

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