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Agbm 221:Principles Of Marketing Question Paper

Agbm 221:Principles Of Marketing

Course:Bachelor Of Science In Community Development

Institution: Chuka University question papers

Exam Year:2013

INSTRUCTIONS:
Answer Question ONE and any other TWO questions.
QUESTION ONE (30 MARKS)
(a) Discuss the importance of marketing activities in the Kenyan economy. [8 marks]
(b) Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. Explain. [6 marks]
(c) All marketing activities should be carried out under a well thought out philosophy of efficient, effective and socially responsible marketing. Describe the competing concepts under which organizations can choose to conduct their marketing activities. [10 marks]
(d) Explain the significance of carrying out marketing research to a firm. [6 marks]
QUESTION TWO
The marketing environment consists of forces internal and external to the organization that affects a firm’s ability to develop and maintain successful relationships with its target market. Critically analyze the marketing environment clearly showing the significance of understanding the business environment in the achievement of Vision 2030. [20 marks]
2
QUESTION THREE
(a) What is Market Segmentation? Discuss the commonly used basis for segmenting markets by marketing firms. [14 marks]
(b) Discuss the various consumer buying roles in the buying decision process. [6 marks]
QUESTION FOUR
(a) By use of practical examples, discuss the internal (psychological factors) influencing buying and consumption behaviour of consumers. [10 marks]
(b) Explain the benefits of marketing communication to business firms in Kenya.
[5 marks]
(c) Discuss the challenges of marketing Kenya as a tourist destination. [5 marks]
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Agbm 221:Principles Of Marketing Question Paper

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