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Bbm 202: Principles Of Marketing Question Paper

Bbm 202: Principles Of Marketing

Course:Bachelor Of Business Management

Institution: Moi University question papers

Exam Year:2009

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

END OF SEMESTER EXAMINATIONS

FOR THE DEGREE OF
BACHELOR OF BUSINESS MANAGEMENT

EXAM CODE: - BBM 202
COURSE TITLE: - PRINCIPLES OF MARKETING
DATE: - 1ST DECEMBER, 2010 TIME:-2.00 P.M – 5.00 P.M

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

Answer Questions one and any other three
QUESTION ONE
a) Discuss how an understanding of buyer behavior can be used to target market ( 15 marks)
b) Explain desirable features of a brand name. ( 10 marks )
QUESTION TWO
a) Describe how price should be set for a product for the first time. ( 6 marks )
b) Psychological factors determines a person’s buying choice. Discuss ( 9 marks )
QUESTION THREE
Many orientations have been developed to explain marketing issues, discuss why firms embrace marketing concepts (15 marks)
QUESTION FOUR
Discuss how to develop effective communication with customers (15 marks)
QUESTION FIVE
Market segmentation and targeting are critical in maintaining profitability. Discuss (15 marks)

QUESTION SIX
Marketing research and marketing decision support system are important in decision making. Explain how they help managers and how to structure a good marketing report. (15 marks)

Bbm 202: Principles Of Marketing Question Paper

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