Principles Of Marketing Question Paper

Principles Of Marketing

Course:Certificate Course In Management

Institution: Kenya Institute Of Management (Kim) question papers

Exam Year:2011

Certificate course in management

June 2012 Examination

Subject name: Principles of Marketing

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 role of marketing in society. (20 marks)

2. Explain briefly the marketing mix (12 marks)

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

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

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

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

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

5. 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. Describe the different competing marketing concepts (10 marks)

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

7. Describe the importance of marketing research (10 marks)

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

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