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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Business Management

Institution: Moi University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2010/2011
FIRST YEAR EXAMINATION
PRINCIPLES OF MARKETING
DATE: DECEMBER2011 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any Other Two Questions
QUESTION ONE
a) By use of relevant examples in Kenya, describe two pricing strategies commonly applied
by firms at the introductory stage of a new product. [10 Marks]
b) Describe the decline stage of a product, clearly articulating the relevant marketing
management strategies that can be applied at this stage.
[10 Marks]
c) Describe the classification of consumer products giving specific buying behaviour
associated with each class of consumer goods. [10 Marks]
QUESTION TWO
a) Explain the meaning of segmentation and describe the significance of segmentation to a
bank. [10 Marks]
b) Distinguish between marketing research and marketing information system. [10 Marks]
QUESTION THREE
a) Describe the product line decisions made by marketers and use relevant examples to
support your arguments. [10 Marks]
b) Marketers are today faced with a mirage of challenges that never existed in the past,
Discuss Five of theses challenges
[10 Marks]
QUESTION FOUR
a) Explain how psychological factors can influence consumers choice of a car [10 Marks]
b) Explain the influence of estimated demand and type of competitive market on the performance
of a firm [10 Marks]
QUESTION FIVE
a) Soko Ugali is a new product in Kenya. With specific reference to consumer oriented sales
promotion tools, advice the brand manager in charge of Soko Ugali on the best approaches
that could optimize sales of this new brand.
[10 Marks]
b) For a company to be effective in its distribution effort, channel analysis and decision
making must be purposeful. Describe the key decisions to be made while designing a
channel alternative.
[10 Marks]

Principles Of Marketing Question Paper

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