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Mktg 218 :Principles Of Marketing End Of 2Nd Trimester 2015  Question Paper

Mktg 218 :Principles Of Marketing End Of 2Nd Trimester 2015  

Course:Bachelor Of Business Information Technology

Institution: Kenya Methodist University question papers

Exam Year:2015



KENYA METHODIST UNIVERSITY

END OF 2NDTRIMESTER 2015 (FT) EXAMINATION

SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 218
UNIT TITLE : PRINCIPLES OF MARKETING

TIME: 2 HOURS
Question One

Briefly explain the following terms as used in marketing;
(8 Marks)
Direct marketing
Marketing mix
Wants
Market segmentation
Explain how the marketing function satisfies the needs of the customer, the business person and the community.
(6 Marks)
Give any three differences between the "marketing concept" and the "selling concept" marketing philosophies.
(6 Marks)
A product benefits customers through its product attributes. Explain any three product attributes.
(6 Marks)
Highlight four benefits of e-marketing.
(4 Marks)
Question Two

Explain the main stages in the new product development process.
(12 Marks)
Many organizations make use sales force in their marketing effort. Explain any four roles of a sales force in marketing.
(8 Marks)
Question Three

What do you understand by price of a product? Explain the various pricing strategies available to an organization.
(10 marks)
Explain the term promotion mix. Discuss the elements of the promotion mix.
(10 marks)
Question Four

Explain the objectives to be achieved when designing channels of distribution.
(10 marks)
Define consumer behavior and explain any four factors that affect consumer behavior.
(10 marks)
Question Five

Explain the elements of marketing mix for services.
(14 Marks)
Differentiate between advertising and sales promotion.
(6 marks)




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