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Bbm 212: Principles Of Marketing Question Paper

Bbm 212: Principles Of Marketing

Course:Bachelor Of Business Management

Institution: Moi University question papers

Exam Year:2015

MOI UNIVERSITY
OFFICE OF DEPUTY VICE CHENCELLOR, ACADEMIC AFFAIRS,
RESEARCH AND EXTENTION
UNIVERSITY EXAMINATIONS
2014/2015 ACADEMIC YEAR

END OF SEMESTER EXAMINATIONS

FOR THE DEGREE OF
BACHELOR OF BUSINESS MANAGEMENT

EXAM CODE: - BBM 212
COURSE TITLE: - PRINCIPLES OF MARKETING
DATE: - 1ST DECEMBER, 2015 TIME:-2.00 P.M – 5.00 P.M

INSTRUCTION TO CANDIDATES
? SEE INSIDE.
THIS PAPER CONSISTS OF (2) PRINTED PAGES PLEASE TURN OVER

Instructions: answer question ONE and any other THREE questions
QUESTION ONE
a) Expound on any five types of demand that marketers must address in the market place. What marketing strategies can be employed on each? ( 10 marks )
b) Explain the various marketing philosophies as used in marketing. Under what marketing scenario in each one of them applicable? Discuss. ( 10 marks )
c) The marketing of 21st century has changed and continues to in the face of competitive rivalry in the market place. How are business organizations responding to this competitive pressure in order to perform in the market place? Provide relevant examples. (5 marks )
QUESTION TWO
Discuss the marketing mix elements as employed in marketing of services. What special characteristics of services must marketers pay attention to in the marketing of services? (15 marks)

QUESTION THREE
“Global marketing should be pursued by progressive marketing companies that want to succeed in today’s global market place”. Discuss. (15 marks)
QUESTION FOUR
Expound on macro environmental factors affecting marketing. How does each of this variables affect marketing? Use relevant examples. (15 marks)
QUESTION FIVE
a) Using relevant examples, discuss the stages of consumer buying process. What critical issues must marketers pays attention to in each stage? Use relevant examples. ( 7 marks )
b) Expound on the concept of market segmentation. What segmentation variables are available to marketers in this pursuit? Explain.( 8 marks )
QUESTION SIX
a) Expound on the steps involved in new product development. What does each step portend for the marketer? ( 7 marks)
b) While borrowing from Abraham Maslow’s hierarchy of needs, expound on the centrality of need’s satisfaction as a pre requisite to marketing performance. ( 8 marks )

Bbm 212: Principles Of Marketing Question Paper

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