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Cmk 121: Principles Of Marketing Question Paper

Cmk 121: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 121: PRINCIPLES OF MARKETING

Duration 2 hrs
Instructions: Answer Questions ONE and any other TWO questions.
Q1.
a) Promotion is a key element of marketing. Specifically, a large number of firms use advertising. With the help of suitable illustrations, elaborate on FOUR methods of setting advertising budget. (10 marks)
b) Using relevant examples, explain how religion affects marketing activities. (10 marks)
c) Marketers can achieve several objectives by using price. List and briefly explain five such pricing objectives. (10 marks)
Q2. Discuss how the strategic orientation of business firms influence the type of products sold and the conduct of business activities. (20 marks)
Q3. With the help of relevant illustrations, discuss the main steps involved in developing new products. (20 marks)
Q4. Using the knowledge of market segmentation, targeting and positioning and explain the main approaches you can use to target and position products. (20 marks)
*END*

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