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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
INSTITUTIONAL BASED PROGRAM
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 201: PRINCIPLES OF MARKETING

DATE:WEDNESDAY 27TH AUGUST 2008
TIME:4.15 P.M. – 6.15 P.M.

INSTRUCTIONS
1. Answer THREE (3) questions.
2. Question ONE is Compulsory.

Q1.
a)
Marketing managers need to understand the marketing environment.
Discuss this statement. [20 marks]
b)
Explain the so-called Four P’s. What fifth P is sometimes added to it?
[10 marks]
c)
Explain the two strategies encountered when conducting a ‘Swot’ analysis
for a firm. [10 marks]

Q2.
a)
Define consumer behavior. [4 marks]
b)
Clearly identify the factors affecting consumer behaviour. [16 marks]

Q3.
Name and briefly describe the four methods of segmenting consumer markets.
Give examples in each case. [20 marks]

Q4.
Describe the life cycle stages of a product highlighting the strategies marketers
can use at each stage. [20 marks]

Q5.
Explain the following as used in marketing today;
a)
Push strategy
b)
Differential pricing
c)
Exclusive distribution
d)
Market segmentation
[20 marks]




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