Get premium membership and access revision papers, questions with answers as well as video lessons.

Set 409: Marketing For Engineers Question Paper

Set 409: Marketing For Engineers

Course:Mechanical And Manufacturing Engineering

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
OF SCIENCE (MECHANICAL AND MANUFACTURING ENGINEERING)
SET 409:
MARKETING FOR ENGINEERS

DATE: Thursday, 8th April, 2010

TIME: 2.00 p.m. – 4.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Question ONE is Compulsory.
Answer any other TWO questions.
Question One (30 marks)
a)
Describe the four levels of competition based on the degree of product
substitutability.

(4 marks)
b)
Explain how cultural environment affects the marketing function for an industrial
firm.

(4 marks)
c)
Marketers need to position their brands clearly into the minds of their customers.
Explain the levels at which this can be done.

(6 marks)
d)
A firm has introduced a new product into the market. Advice the marketing
manager on two appropriate prizing strategies for this product.
(4 marks)
e)
Explain the criteria for selecting market segments.

(5 marks)
f)
Explain the concept of relational marketing.

(4 marks)
g)
Outline the personal factors that influence buyer behaviour
(3 marks)

Question Two (20 marks)
a)
With examples, discuss how lifestyle of individual affect their buyer behaviour.

(10 marks)

Page 1 of 2

b)
Discuss the attractiveness of teenagers as a market for computer games

(10 marks)

Question Three (20 marks)
a)
i)
In your own view explain Kenyatta University as a brand. (4 marks)

ii)
Explain the choices that the university has in developing its branding
strategy.

(10 marks)
b)
Explain the six step procedures a marketer follows in product’s prizing.

(6 marks)

Question Four (20 marks)
a)
If you are engaged as a marketing supervisor for a new brand of toothspate,
explain the marketing communication mix you would adopt to position effectively
the product to the market.

(10 marks)
b)
Explain the concept of positioning and the approaches to developing the
positioning strategy.

(10 marks)

Question Five (20 marks)
a)
Based on the psychographics as a variable of segmentation, describe the various
possible market segments for the manufacturer of toothpaste.
(10 marks)
b)
i)
What is marketing research?

(2 marks)
ii)
Explain why market research is important activity in organizations
(8 marks)

Page 2 of 2

Set 409: Marketing For Engineers Question Paper

More Question Papers

Popular Exams