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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Certificate Course In Management

Institution: Kenya Institute Of Management (Kim) question papers

Exam Year:2012

Certificate course in management

June 2012 Examination

Subject name: Introduction to law

Date: 6th June 2012

Time: 3 Hours

Instructions
1. Write your index number in 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 evolution of marketing from the ancient period to date (20 marks)

2.Explain how the following influence the marketing of telecommunication services in Kenya today
i)Legal environment. (12 marks)
ii)Competition

b)Explain the role of marketing information system in the marketing of an innovation
(8 marks)

3.a) Describe the characteristics of marketing segmentation (10 marks)

b) Describe five organizational structures that an organization might adopt when coordinating the marketing activities. (10 marks)

4.Kanini who is the Marketing Manager of SOS village intends to purchase a personal computer for her private use. Explain the buying process she might pass through.(10 marks)

5.Describe the stages of the new product development process that a marketer might follow for the successful development of an innovation (14 marks)

b) Explain the circumstances under which newly developed product might fail to pick up in the market. (6 marks)

6. Explain the major objectives of setting the price of a product. (10 marks)
b) Explain how a markup price can be used to set the price of an innovation (10 marks)

7. Discuss the differences between personal selling and direct marketing as promotional tools (12 marks)

b) Explain the functional role of building customer database. (8 marks)

Principles Of Marketing Question Paper

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