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Agbm 252:Markting Management For Agribusiness Question Paper

Agbm 252:Markting Management For Agribusiness

Course:Agribusiness Management

Institution: Chuka University question papers

Exam Year:2011

INSTRUCTIONS:
? Answer question One and any other two questions. ? Do not write on the question paper.
Q.1 (a) Assume that you are a marketing manager of a big Agroprocessing firm in Kenya and you want to develop a new product for the company. Explain the factors that you will consider while developing a new product for the company. [10 marks]
(b) Describe the factors that could influence the rate of adoption of a new product. [10 marks]
(c) Discuss ways in which the distribution channel of an agricultural commodity may influence its prices. [10 marks]
Q.2 The management of Kilimo Agrochemicals Ltd have recently launched a product into the market but the product has failed to penetrate the market. The management have attributed this to poor market research. Discuss the marketing research process giving appropriate examples. [20 marks]
Q.3 Explain the following terms as used in marketing management
(a) (i) Strategic market planning [4 marks] (ii) Consumer behaviour [5 marks] (iii) Marketing information system [5 marks]
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(b) Briefly highlight the characteristics of Agricultural commodities that influence marketing of these commodities. [5 marks]
Q.4 Kenya is a main exporter of Agricultural commodities around the world. Discuss the problems of entering the foreign markets. [20 marks]
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Agbm 252:Markting Management For Agribusiness Question Paper

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