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.
QUESTION 1
(a) Differentiate between needs, wants and demands in marketing philosophy. [6 marks]
(b) Discuss the role of marketing in society. [6 marks]
(c) Differentiate between market research and marketing research. [6 marks]
(d) Discuss the benefits of effective customer relation management. [6 marks]
(e) Evaluate between customers, consumers and markets. [6 marks]
QUESTION 2
(a) Consumption values are affected by the culture prevailing in the society. Explain how marketers can integrate cultural aspects in marketing. [10 marks]
(b) Explain the steps involved in planning marketing communications. [10 marks]
2
QUESTION 3
(a) To understand customers, organizations need to collect marketing intelligence. Evaluate any four sources of marketing information to marketers. [12 marks]
(b) To achieve the desired product saturation levels at the marketplace, marketers need to use certain market coverage strategies. Evaluate any four such strategies available to marketers. [8 marks]
QUESTION 4
(a) Briefly evaluate the need for market segmentation. [12 marks]
(b) Define industrial good and examples of each sub-categorization. [8 marks]
QUESTION 5
(a) Products are designed at different levels of customer needs. Differentiate between a basic product, potential product and augmented product giving relevant examples. [12 marks]
(b) Modern marketing philosophy has evolved through historical stages. Discuss the features of sales philosophy and marketing philosophy giving them implications to a marketer.
[8 marks]
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