Principles Of Marketing Question Paper

Principles Of Marketing

Institution: University Of Nairobi question papers

Exam Year:2013

UNIVERSITY OF NAIROBI
MODULE II DEGREE PROGRAMME – 2012/2013 (NAIROBI EVENING)
SECOND YEAR EXAMINATIONS FOR THE DEGREE OF BACHELOR OF COMMERCE
DMA 202: PRINCIPLES OF MARKETING

DATE: MAY 9, 2013 TIME: 6:00 P.M. – 8:00 P.M.

INSTRUCTIONS:
1. Attempt Question ONE and any other THREE Questions
2. Use legible handwriting
3. Illustrate your answers with relevant examples.

Question One
1) Explain the difference between product mix and promotion mix using suitable examples.
(8 marks)

2) Discuss critical marketing decisions related to each element of marketing mix variables using soft drink industry to support your answers. (20 marks)

Question Two
A newly employed graduate is in the process of relocating to Mombasa to take up his new appointment. You are required to explain the buyer decision process he will go through before and after renting a house. (14 marks)

Question Three
Explain the product classifications in marketing. What is the importance of undertaking these classifications to a practicing marketer? (14 marks)

Question Four
The manufacturer of washing detergent has established through marketing research that the product is in maturity stage of the product life cycle and fears that soon it may enter the decline stage. Suggest various strategies that the company may use to extend the product life cycle of the detergent. (14 marks)

Question Five
In a competitive marketing environment, pricing is very critical whether the product is new or old in the market. Discuss pricing strategies commonly used by marketers of Fast Moving Consumer Goods (FMCGs) (14 marks)

Question Six
An advertisement for Vitafoam mattress state that ‘Don’t spend sleepless nights in Nairobi, buy Vitafoam and leave the rest to us.’ Analyze this statement in terms of promotion objectives the organization aim to achieve. (7 marks)

Explain the difference between Targeting and Positioning. What are the requirements for effective segmentation? (7 marks)

Principles Of Marketing Question Paper

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