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Mktg 218 :Principles Of Marketing 3Rd Trimester 2016 Question Paper

Mktg 218 :Principles Of Marketing 3Rd Trimester 2016

Course:Bachelor Of Business Information Technology

Institution: Kenya Methodist University question papers

Exam Year:2016

Principles of Marketing (MKTG 218) 3rd Trimester 2016
KENYA METHODIST UNIVERSITY

END OF 3'RD 'TRIMESTER 2016 (FT) EXAMINATION

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

TIME: 2 HOURS
INSTRUCTIONS

Answer Question One and any other Two Questions.
Question One

Columbia Asia, one of the largest and fastest growing health care companies in Asia is expanding its operations in Africa. It will serve the rising demand from the continents middle class for affordable modern and efficient HealthCare. The company’s first facility in Africa-a 5300-square foot multi-specialty clinic and diagnostic center opened on 20th September 2016 in Nairobi. The clinic is operating under a new brand, Columbia Africa. Columbia Asia, part of Seattle based Columbia pacific management, has 27 hospitals and one clinic in India, Malaysia, Vietnam and Indonesia built on an innovative business model focused on serving a rapidly growing middle class with modern and efficient multispecialty facilities located close to where patients live and work.

Highlight and explain external micro-environmental factors that might influence the company’s marketing activities in Kenya.
(10 marks)
The health care company is operating under a new brand name ’Columbia Africa.’ Highlight and briefly describe four essentials of a good brand.
(8 marks)
Describe four factors that the company should take into account when formulating their pricing policy.
(8 marks)
State four factors that are likely to influence the promotion mix of this company.
(4 marks)
Question Two

Many new products enter into the markets and also many existing products go out of the market. Some products have only short life in the market. What are the reasons for the product failure?
(10 marks)
Write brief notes on the following elements of the marketing mix.
Product
(2 marks)
Price
(2 marks)
Promotion
(2 marks)
Place
(2 marks)
(v) Highlight two objectives of marketing. (2 marks)
Question Three

Explain the importance of understanding customers and identify the five core market place concepts.
(10 marks)
Outline and briefly describe the various stages of a product life cycle.
(10 marks)
Question Four

Explain why marketing managers should understand consumer behavior.
(4marks)
Analyze the components of consumer decision making process
(10 marks)
Explain the following business orientations:
Production orientation/concept
(2 marks)
Market concept
(2 marks)
Societal marketing concept
(2 marks)
Question Five

Clark and clark identified three classifications of marketing functions. Identify and explain these three classifications.
(10 marks)
Everret Rogers [1983] identified five categories of groups in explaining how a new product, idea or services spreads in the society. Using a diagram explain the five adapter categories.
(10 marks)

Mktg 218 :Principles Of Marketing 3Rd Trimester 2016 Question Paper

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