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Principles Of Marketing Question Paper
Principles Of Marketing
Course:Bachelor Of Business Information Technology
Institution: Strathmore University question papers
Exam Year:2010
STRATHMORE UNIVERSITY
FACULTY OF INFORMATION TECHNOLOGY
Bachelor of Business Information Technology
END OF SEMESTER EXAMINATION
BCM 1204: PRINCIPLES OF MARKETING
DATE: 19th March, 2010 TIME: 2 Hours
INSTRUCTION:
ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS
Question 1
Kohn Ouila is Managing Director of Nakuchutt, a medium-sized supermarket chain faced with
intense competition from larger competitors in their core food and drink markets. They are also
finding it hard to respond to these competitors moving into the sale of clothing and household
goods. Nakuchutt has a reputation for friendly customer care and is looking at the feasibility of
introducing an online shopping service, from which customers can order goods from the comfort
of their home and have them delivered, for a small charge, to their home.
Kohn recognizes that the move to develop an online shopping service will require significant
investment in new technology and support systems. He hopes a significant proportion of existing
and most importantly, new customers will be attracted to the new service.
(a) Identify 2 bases for segmenting that you would recommend for this new market. What
criteria will help determine whether this segment is sufficiently attractive to commit to the
necessary investment? (12 marks)
(b) Assess the likely strategic impact of the new customer delivery system on Nakuchutt’s
activities and its ability to differentiate itself from its competitors. (12 marks)
(c) Differentiate between concentrated and undifferentiated targeting. (6 marks)
(30 marks)
Question 2
(a) Explain how the marketing characteristics of electronic media (such as the Internet) differ
from those of traditional marketing media. (10 marks)
(b) Evaluate how the marketing manager might use electronic marketing (including the Internet)
to vary the marketing mix of a company. (10 marks)
(20 marks)
Question 3
(a) Using a product of your choice, clearly show the product’s life cycle and how the marketing
mix works throughout the cycle. (14 marks)
(b) Marketers have rules, concepts, principles that guide them. These rules are referred to as
marketing concepts. Explain the marketing concepts that have been used in the following:
i) Celtel’s (currently Zain) offer where its subscribers could call at Kshs 3 between 6pm -
6am (3 marks)
ii) The Safaricom offer where its subscribers could call for free as from 11 pm (3 marks)
(20 marks)
Question 4
Discuss the elements that a marketing plan should contain to achieve a successful launch of a business?
(20 marks)
Question 5
a. Clearly illustrate the marketing research process.
(10 marks)
b. Briefly explain any 4 characteristics that affect consumer behavior.
(10 marks)
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