Principles Of Marketing Question Paper

Principles Of Marketing

Course:

Institution: University Of Nairobi question papers

Exam Year:2011

UNIVERSITY OF NAIROBI
DEPARTMENT OF BUSINESS ADMINISTRATION
PRINCIPLES OF MARKETING
INSTRUCTIONS
1.Answer all questions
2.Use suitable local examples

Question 1
Assume that you have been appointed the marketing manager of a Chinese beer company that wants to introduce its products in Kenya. Discuss how any two of the following macro environment factors would affect the marketing Mix strategies of the company products in the Kenyan market .
a) Economic environment
b) Political-legal environment
c) Socio-cultural environment

Question 2
A leading American publishing firm wants to set up its operations in Kenya and launch a WOMEN’S magazine that will focus on health, fitness and beauty. They have approached you to advise them on how to go about it in the context of consumer behavior in Kenya. Explain factors that may influence the buying behavior of Kenyan women towards this magazine.

Question 3
As a marketing specialist, you have been appointed by ministry of trade to advise a group of businessmen and women operating in Maasai market on the importance of branding and packaging their products in today’s competitive environment.

Question 4
From a marketer’s perspective, explain how consumer goods are classified using suitable examples of companies in Kenya marketing products in each category.

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