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# Bbm 1201 Question Paper

Bbm 1201

Course:

Institution: Mount Kenya University question papers

Exam Year:2018

School of Business & Economics

COURSE CODE: BBM 1202 COURSE UNIT: PRINCIPLES OF MARKETING

ANALYSE THE FOLLOWING CASE STUDY AND ANSWER THE QUESTIONS BELOW

TOTAL MARKS (30Marks)

Crispsy Cruch’s main problem is that they haven’t advertised their products in many years. Since then the target market has changed a lot and has a very high multi-tasking behaviour. It is hard to pin point the exact needs and wants of this culture anymore except for one thing, they are all very technologically routed. With the internet at our finger tips, TV whenever we want and smartphones in everyone’s pocket. That is the only thing you can really count on in this age.

The chocolate bar market is mature and experiences only modest growth annually. There are 4 major players all with similar marketing strategies; find something unique in the product and promote it, chocolate bars can be found in the same locations and are sold at very similar prices so they must use marketing communications to distinguish themselves. Crispy Crunch has had little to none in the last five years. There main goal is to reach the top ten again and increase market share. The main recommendation is to reach out to the target market using the only real linking factor among them; the internet. I think rich media is the best way to reach this audience because it makes use of technology and is available to audiences of many different tastes and lifestyles at all hours of the day.

QUESTIONS

a) Using practical examples Define marketing and differentiate between a need, want and demand ( 9marks)

b) Analyse the 4 P’s of a Product marketing mix in relation to the above case study (12 marks)

c) From the above case study define consumer behavior, describing the consumer in the above case (9marks)

COURSE CODE: BBM 1202 COURSE UNIT: PRINCIPLES OF MARKETING

ANALYSE THE FOLLOWING CASE STUDY AND ANSWER THE QUESTIONS BELOW

TOTAL MARKS (30Marks)

Crispsy Cruch’s main problem is that they haven’t advertised their products in many years. Since then the target market has changed a lot and has a very high multi-tasking behaviour. It is hard to pin point the exact needs and wants of this culture anymore except for one thing, they are all very technologically routed. With the internet at our finger tips, TV whenever we want and smartphones in everyone’s pocket. That is the only thing you can really count on in this age.

The chocolate bar market is mature and experiences only modest growth annually. There are 4 major players all with similar marketing strategies; find something unique in the product and promote it, chocolate bars can be found in the same locations and are sold at very similar prices so they must use marketing communications to distinguish themselves. Crispy Crunch has had little to none in the last five years. There main goal is to reach the top ten again and increase market share. The main recommendation is to reach out to the target market using the only real linking factor among them; the internet. I think rich media is the best way to reach this audience because it makes use of technology and is available to audiences of many different tastes and lifestyles at all hours of the day.

QUESTIONS

a) Using practical examples Define marketing and differentiate between a need, want and demand ( 9marks)

b) Analyse the 4 P’s of a Product marketing mix in relation to the above case study (12 marks)

c) From the above case study define consumer behavior, describing the consumer in the above case (9marks)

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