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Principles Of Marketing Question Paper

Principles Of Marketing 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009



KENY ATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 201: PRINCIPLES OF MARKETING
DATE: THURSDAY, 27THAUGUST 2009
TIME: 8.00 A.M. - 10.00 A.M.
INSTRUCTIONS:
Answer any FOUR (4) Questions.
I.
Giving examples, differentiate the various marketing philosophies. (25 marks)

2.
Giving relevant examples, define and explain the marketing environment of an organization. (25 marks)

3.
Give short notes on the following:
a)
The ANSOFF MATRIX
b)
The BeG MATRIX
(25 marks)

4.
What factors influence consumer buying behaviour? (25 marks)

5.
Write short notes on
a)
Market segmentation
b)
Market targeti ng
c)
Market positioning
(25 marks)

6.
What do you understand by the concept of product life cycle and how can marketers use it to market their products. (25 marks)




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