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Agricultural Marketing Question Paper

Agricultural Marketing

Course:Bachelor Of Education

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
EDUCATION
KBT 102: AGRICULTURAL MARKETING
DATE: FRIDAY, 30TH APRIL 2010 TIME: 2.00 P.M. - 4.00 P.M.
=======================================================================
INSTRUCTIONS: Answer question ONE and any other TWO questions.
1. a) Define a marketing mix? List four elements of a marketing mix.
(5 marks)

b) Explain the following terms as used in marketing:
i) Market segmentation
ii) Product positioning
iii) Niche marketing
iv) Promotion mix
v) Brand equity
(5 marks)

c) Explain the difference between selling and marketing (5 marks)

d) What are the functions of a distribution channel? (5 marks)

e)i) What roles does price play in an economy (3 marks)
ii) Explain cost based pricing approach (2 marks)

f) Outline five steps in product development. (5 marks)

g) What is corporate social responsibility and why do companies engage
in the same. (5 marks)

h) i) What is a product line? (2 marks)
ii) What is the difference between downward and upward
product line stretch? (3 marks)

2.With the help of a well labeled graph explain a products life cycle? (15 marks)

3.You are a marketing manager of Chakula Nzuri Co. Ltd and you have asked the
management to authorize 10% of sales revenue as brand building budget for
Mzuri ready to cook dried banana product brand your company has been selling.
Explain how you will justify the huge budget to the board. (15 marks)

4.i) Why should agricultural marketing be studied separate from general marketing?
(10 marks)
ii) Briefly explain why middlemen dominate agricultural marketing? (5 marks)

5.i) Why should agricultural enterprises advertise instead of paying farmers better
prices for their produce? (9 marks)
ii) Sighting relevant examples, explain the three levels of competition that a
product faces. (6 marks)

Agricultural Marketing Question Paper

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