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Bcb 202: Principles Of Marketing Question Paper

Bcb 202: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kaimosi Friends University College question papers

Exam Year:2017

KAIMOSI FRIENDS UNIVERSITY COLLEGE

UNIVERSITY EXAMINATIONS
2017/2018 ACADEMIC YEAR

SECOND YEAR FIRST SEMESTER EXAMINATIONS

FOR THE DEGREE OF BACHELOR OF COMMERCE

COURSE CODE: BCB 202

COURSE TITLE: PRINCIPLES OF MARKETING

DATE:19TH DECEMBER,2017
TIME:2-4 PM

INSTRUCTIONS TO CANDIDATES
Answer question ONE and any other TWO QUESTIONS

QUESTION ONE

As a marketing manager of a service firm and your marketing director requires you to explain the following:

a)The extended marketing mix of service marketing. 10 marks

b)The benefits of promotional campaigns to the firm. 5 marks

c) Five pricing objectives that the firm should adopt 10 marks

d) The circumstances that are likely to force the firm to invest in a new products. 5 marks

QUESTION TWO

a) Explain the impact of new technology on product as an element of marketing mix. 10 marks

b)Discuss the unique features of a service that make its selling more challenging than selling of a good. 10 marks

QUESTION THREE

a) Explain the functions of marketing channels to an organization. 10 marks

b) Explain the various stages involved in the new product development planning process for a modified product. 10 marks

QUESTION FOUR

a) Describe the variables used to segment a consumer market. 10 marks

b) Explain the following distribution strategies; exclusive strategy and intensive strategy. 10 marks

QUESTION FIVE

a) Explain the factors that influence consumer buying behavior. 10 marks

b) Discuss two criteria for gauging an effective market segment. 10 marks

Bcb 202: Principles Of Marketing Question Paper

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