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Principles Of Marketing Question Paper

Principles Of Marketing

Course:

Exam Year:2011

Instructions:
• Attempt question one and any two questions
• Use relevant examples

1. a) A marketing manager of WAAB fashions a newly established clothing retail stores would like you to explain marketing management philosophies adopted by various organizations today.15mks
b)Explain to an enterprenuer without marketing background the concept of customer satisfaction and its importance in marketing.5mks
2. Assume that you are marketing specialty goods where you are supposedly working. You are required to explain the buyers decision process that customers are likely to go through in case of specialty goods.20mks
3. A South African based company interested in targeting Kenyan market with its products net year has asked you to explain micro and macro environmental factors that might influence it marketing activities in Kenya.20mks
4. A company that has been using marketing approach for decades to market its products in Kenya wants to adopt market segmentation, targeting and positioning. Explain the following to the company marketing manager.
a) Bases for market segmentation11mks
b) Requirement for effective segmentation5mks
c) Steps involved in positioning process.4mks
5. Discuss the functions performed by middlemen in marketing of goods and services using suitable examples.8mks
b) Assume you are in charge of new production unit in a newly established company in Kenya. Explain the new product development process commonly used by organization today.12mks

Principles Of Marketing Question Paper

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