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Principles Of Marketing Question Paper

Principles Of Marketing 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
OPEN, DISTANCE AND E-LEARNING EXAMINATION FOR THE DEGREE
OF BACHELOR OF COMMERCE

BBA 201: PRINCIPLES OF MARKETING

DATE: Wednesday 21st July, 2010

TIME: 11.00 a.m – 1.00 p.m

INSTRUCTIONS:

Answer question ONE and any other TWO questions

1.
a)
Discuss the Macro environment, clearly showing why the marketing manager needs to be aware if this when making the marketing plan. [ 20 marks]
b)
Using examples, discuss any five factors influencing the rate of adoption of new products. [ 10 marks]

2.
Using a diagram discuss the concept of the product life cycle and show how it influences the marketing mix strategy. [ 20 marks]

3.
Using examples, discuss how you would segment the market for bicycles. [ 20 marks]

4.
Amos wants to buy a laptop. Discuss the buying process he will go through. [ 20 marks]

5.
a)
Using examples, discuss any five factors influencing the choice of promotion mix. [ 10 marks]
b)
Discuss the techniques used in determining the advertising budget. [ 10 marks]




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