Principles Of Marketing Question Paper

Principles Of Marketing

Course:Certificate Course In Management

Institution: Kenya Institute Of Management (Kim) question papers

Exam Year:2010

Certificate course in management

September 2010 Examination

Subject name: Principles of Marketing

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. Explain the importance of direct marketing in enhancing superior customer care services (10 marks)

b) Discuss the roe of research information in marketing (10 marks)

2. You are a newly appointed marketing manager for Tausi foods Ltd. Your initial assignment is to develop a new brand of ready to drink juice. Outline the steps you will go through to successfully accomplish this assignment. (10 marks)

b) Explain the provisions of the various marketing management concepts (10 marks)

3. Describe the historical evolution of marketing (20 marks)

4. Explain the technological factors that a Marketing Manager should consider when making marketing management decisions (10 marks)

b) Outline the key requirements for effective segmentation. (10 marks)

5. Explain the benefits derived by a firm which has adopted a product based organization structure (10 marks)

b) Discuss the various categories of product on the basis of consumer shopping habits. (10 marks)

6. Explain the roles of marketing intermediaries (10 marks)

b) Discuss the components of the promotion mix. (10 marks)

7. With the help of a well labeled diagram explain the concept of product life cycle. (10 marks)

b) Outline the promotional objectives that a marketing firm would seek to fulfill.
(10 marks)

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