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Hbc 2112: Principles Of Marketing Question Paper

Hbc 2112: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kirinyaga University question papers

Exam Year:2016

KIRINYAGA UNIVERSITY
UNIVERSITY EXAMINATION 2016/2017
YEAR 1 SEMESTER 11 EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
HBC 2112: PRINCIPLES OF MARKETING

INSTRUCTION
Answer question one [compulsory] and any other two questions

QUESTION ONE (30MARKS)
a)Briefly, explain four reasons why it is important for a firm to study consumer behavior 4mks
b)Discuss the purchase decision process for a buyer of consumer goods 6mks
c)Consumer behavior is usually learned.Explain 3 ways through which marketers attempt to influence consumers’ learning about their products. 6mks
d)J.P is a new company is engaged in textile manufacturing.Explain to the marketing manager of this company when it is usually appropriate to segment the market for textile products. 8mks
e)Explain three aspects of a product that can be improved to the product more appealing to the customers 6mks

QUESTION TWO
a.Using relevant examples, explain the rationale for the use of middlemen in the channel of distribution. 10mks
b.Explain the distribution channels used in the distribution of agricultural products in Kenya 5mks
c.The aim of the marketing department in any given firm is to increase sales.Assuming that you are the marketing manager of XY company Ltd, which is a manufacturer of bathroom soap, suggest five pricing strategies you could use in attempt you increase sales for this product 5mks

QUESTION THREE
a)Discuss five sources of secondary data used when carrying out marketing research 10mks
b)Analyze various contemporary issues in marketing today. 10mks

QUESTION FOUR
a.Explain eight demographic bases (variables) for segmenting consumer markets 8mks
b.Successful firms like Safaricom take the time to analyze macro-environment factors likely to influence its operations and customers.Discuss six elements of macro-environment factors that a firm should continuously analyze in order to remain ahead of its competitors in terms of sales and profits. 12mks

QUESTION FIVE
a)Explain four reasons why an existing manufacturing firm must continuously develop new products 8mks
b)Discuss the new product life cycle and indicate marketing strategies appropriate in each stage in the cycle. 12mks

Hbc 2112: Principles Of Marketing Question Paper

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