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Bbm 202: Principles Of Marketing Question Paper

Bbm 202: Principles Of Marketing

Course:Bachelor Of Business Management

Institution: University Of Eldoret question papers

Exam Year:2016

SCHOOL OF BUSINESS AND MANAGEMENT SCIENCES
DEPARTMENT OF BUSINESS MANAGEMENT
BACHELOR OF BUSINESS MANAGEMENT
2016/2017 ACADEMIC YEAR
BBM 202 PRINCIPLES OF MARKETING

Instructions: Answer ALL questions in SECTION A and ANY other TWO in SECTION B

SECTION A(30 marks)
QUESTION ONE

a) The long standing position of marketing scholars is that services are essentially different from goods. Explain with examples (6 marks)
b) Identify different marketing philosophies. Which of these philosophies is dominant in Kenya today? Support your answer (8 marks)
c) While citing examples, clearly bring out the role of marketing in the economic development of a country like Kenya (5 marks)
d) Identify the factors within the economic environment and explain how they affect marketing activities (6 marks)
e) Briefly explain the importance of MIS in an organization of your choice (5 marks)

SECTION B
QUESTION TWO
a) To open a marketing operation in a country like Rwanda a business man would have to analyse the environment first. Discuss five major macro economic environment factors that this business person should have to contend with (12 marks)
b) Describe the term marketing research and elucidate its process (8 marks)

QUESTION THREE
a) Using a diagram to illustrate your answer show the relationship adapters category of the Product Life Cycle (PLC). What are the major limitations of the PLC concept as a management tool (15 marks)
b) Explain the importance of analyzing consumer behavior to a marketer (5 marks)

QUESTION FOUR
a) The behavior of a consumer is influenced by various factors. Discuss any four of such factors showing how each of them affects consumers purchase decisions (10 marks)
b) What is segmentation analysis? Discuss the variables that can be used to segment consumer markets indicating merits and demerits of each (10 marks)

Bbm 202: Principles Of Marketing Question Paper

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