Marketing Question Paper

Marketing

Course:Diploma In Management (Management)

Exam Year:2005

BUSINESS EDUCATION SINGLE AND GROUP CERTIFICATE EXAMINATIONS
INSTRUCTIONS TO CANDIDATES
1.Answer any FIVE of the following SEVEN questions
2.All questions carry equal marks.
This paper consists of 2 printed pages
1.(a) Consumer perceptions and behaviour has changed radically in recent years dues to certain societal forces such as technological advancement, globalization deregulation. Outline the ways in which these forces have changed consumer behaviour.(10 marks)
(b) There are certain features that a product package should have for it to be effective in enhancing consumer satisfaction. Describe these features(10 marks)

2.(a) One of the basis of preparing sales forecasts in an organization is past sales records. Highlight the limitations of forecasting sales on this basis.(10 marks)
(b) The rate of stock-turn in an organization may depend on certain factors. Outline these factors.(10 marks)

3.(a) Describe the tasks that are involved in the physical distribution of goods.(8 marks)
(b) With reference to personal characteristics, there is a certain criteria that should be used in selecting a salesperson. Highlight these criteria.(12 marks)

4.(a) As the marketing manager of a newly established firm, explain the reasons why you would recommend for the use of an advertising agency rather than establishing an advertising section in the firm, in promoting your products.(10 marks)
(b) Explain the limitations of using secondary data obtained from external sources in marketing research.(10 marks)

5.(a) TUKUTU Ltd intends to recruit some research assistants to collect data in the field in an ongoing marketing research exercise. Explain the measures that should be taken before the research assistants are sent to the field, to ensure that they collect the data efficiently.(12 marks)
(b) One of the pricing strategies that an organization can adopt is the discriminating pricing strategy. Outline the forms that this strategy can take.(8 marks)

6.(a) Explain the measures that should be taken in a warehouse in order to ensure the safety of the goods stored there.(10 marks)
(b) Atieno was recently employed as a saleslady in a retail outlet. Describe the role that Atieno is expected to play in her new job.(10 marks)

7.(a) Outline the factors that should be considered in selecting the media to use for advertising a company's products.(10 marks)
(b) Beleki Ltd intends to exploit the youth market in a certain country for its beauty care products. Explain the information about the target market that the company should have before embarking on the venture.(10 marks)

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