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Principles Of Marketing Question Paper

Principles Of Marketing 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 201: PRINCIPLES OF MARKETING

DATE: Saturday 5th February, 2011

TIME: 8.00 a.m. – 10.00 a.m.
________________________________________________________________________________
INSTRUCTIONS
Answer question one and any other TWO questions.

1.
(a)
Amos, the manager of Unilever Company has decided to buy a laptop for his child. Discuss the process he will go through. [10 marks]
(b)
Discuss the macro environmental factors affecting businesses and show how marketer’s decisions are affected by them. [20 marks]

2.
Using a diagram, describe the concept of the product life cycle. [20 marks]

3.
(a)
Using examples, discuss five factors influencing pricing in the transport sector. [10 marks]
(b)
Discuss any five characteristics of a good market segment. [10 marks]

4.
(a)
Discuss any five techniques used in setting an advertising budget. [10 marks]
(b)
Discuss the five marketing management philosophies. [10 marks]




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