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
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
OF COMMERCE
BBA 201: PRINCIPLES OF MARKETING
_____________________________________________________________________
DATE: Tuesday 24th June, 2008
TIME: 11.00 a.m. – 1.00 p.m.
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INSTRUCTIONS:
Answer any FOUR questions.
1. (a) Discuss the importance of understanding consumer behaviour. (10 marks)

(b) Briefing discuss Maslow’s need theory and its uses in analyzing consumer behaviour (10 marks)

2. (a) Distinguish between market targeting and market positioning.
(12 marks)

(b) Explain what constitutes a valid market segment.
(8 marks)

3. (a) Discuss the factors producers of goods use in deciding on which alternative
marketing channels to use. (10 marks)

(b) Discuss the methods that may be used in establishing process of goods and
services. (10 marks)

4. (a) Analyse the characteristics of organization buying behaviour. (5 marks)

(b) Explain why it is important for firms to conduct marketing research.(5 marks)

(c) Briefly explain the process of conducting a marketing research. (10 marks)

5. (a) Critically evaluate the methods used in measuring the effectiveness of
advertising. (10 marks)

(b) Discuss the concept of the product-life-cycle. (10 marks)

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