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Certificate Course In Management Question Paper

Certificate Course In Management

Course:Marketing

Institution: Kenya Institute Of Management (Kim) question papers

Exam Year:2011

CERTIFICATE COURSE IN MANAGEMENT

SEPTEMBER 2011 EXAMINATION

SUBJECT: PRINCIPLES OF MARKETING:CCM 105

DATE: 8TH SEPTEMBER 2011

TIME: 3 HOURS

INSTRUCTIONS

1. Write your index number n the space provided in the answer booklet.
2. Answer any five questions.
3. All questions carry equal marks.
4. NO writing should be done on this question paper.
5. Candidates who break KIM examination rules and regulations or commit any
malpractice will be DISQUALIFIED.

1. Discuss the role of marketing in society. (20 marks)

2. a) Explain briefly the marketing mix. (12 marks)

b) Explain the communications mix and identify four elements of the mix. (8 marks)

3. a) Discuss the criteria that a marketer can use for effective segementation. (8 marks)

b) Explain any four types of markets. (12 marks)

4. a) Describe the main components of the marketing information system (MKIS). (8 marks)

b) Outline functions of the distribution system. (12 marks)

5. a) Examine the stages involved in new product development (NPD) process. (12 marks)

b) Explain the different methods that a marketer can use to determine a promotional
budget. (8 marks)

6. a) Describe the different competing marketing concepts. (10 marks)

b) Explain factors that marketers should consider when selecting channel members.
(10 marks)

7. a) With the help of a diagram, explain the product life cycle (PLC). (12 marks)

b) Describe the different pricing methods that marketers are likely to use. (8 marks)

8. a) Describe the importance of marketing research. (10 marks)

b) Describe the implications of politics and technology in business activities.
( 10 marks)

Certificate Course In Management Question Paper

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