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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
BBA 201: PRINCIPLES OF MARKETING
DATE: Friday 27th November, 2009 TIME: 11.00 a.m -1.00 p.m

INSTRUCTIONS:

1.Attempt question ONE and any other TWO questions
2.Write clearly and legibly
1.Marketing is an important function in any organization as it seeks to inform and
persuade the public to buy the firms offering. Some scholars have even suggested
that “ marketing begins before actual production.”

a)Explain the concept of marketing.

[ 3 marks]

b)Explain the various marketing management philosophies. [15 marks]
c)Explain the concept of product life cycle and show how it relates with the
new product development model. [12 marks]

2.Marketing executives need to understand what consumers go through in the
process of deciding what, when, why and how to consume. In line with the
statement, explain with clear illustrations what consumers of a newly introduced
expensive iPod would go through in making the purchase. [20 marks]

3.You have been employed as a marketing executive of fast moving consumer
goods in Kenya. The organization is debating on whether to use push or pull
strategies in promoting their products. Explain to the management the difference
between the two strategies and come up with specific promotional methods that
can be used with each. [20 marks]

4.Pricing is an important element in the firms marketing mix. What is a marketing
mix? Explain clearly with clear examples the factors that influence firms pricing
decisions. [20 marks]

5.Market segmentation is an important step in the process of developing a
marketing strategy. Using Kenyatta University as an example, explain the
concept of marketing segmentation by highlighting the key segmentation
variables and the market targeting options. [20 marks]

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