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Principles Of Marketing (Mktg 218) 2Nd Trimester 2017 Question Paper

Principles Of Marketing (Mktg 218) 2Nd Trimester 2017

Course:Bachelor Of Business Information Technology

Institution: Kenya Methodist University question papers

Exam Year:2017

PRINCIPLES OF MARKETING (MKTG 218) 2ND TRIMESTER 2017
KENYA METHODIST UNIVERSITY
END OF 2'ND 'TRIMESTER 2017 (PT) 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

By using the extended marketing mix as a base, describe the unique service characteristic and explain how a service firm will manage its challenges.
(10marks)
State and explain the FIVE roles of marketing in the society. (10marks)
With a well labeled diagram describe the product life cycle and explain the marketing strategies applicable in each stage of the PLC. (10marks)
Question Two
Consumer behavior is the decision processes an individual or group involving evaluating, acquiring, using or consuming goods and services Discuss the consumer decision making process. (20marks)
Question Three

Describe the concept of Marketing intelligence (5marks)
Name three inputs of the Marketing Information System (6marks)
Mention and explain at least three benefits of the Marketing Information System (9marks)
Question Four

Define the term marketing philosophy.
(5marks)
Giving relevant examples discuss FOUR of this philosophy`s and explain how they are applicable in marketing.
(15marks)
Question Five

Due to increasing competition among the companies producing consumable goods PARLAY company has decided to hire you to advise them on the best ways to differentiate their product. In details explain the best measures that the company has to adopt for a competitive edge. (20marks)

Principles Of Marketing (Mktg 218) 2Nd Trimester 2017 Question Paper

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