Hps 2110: Principles Of Marketing Question Paper
Hps 2110: Principles Of Marketing
Course:The Degree Of Bachelor Of Purchasing And Supplies Management.
Institution: Jomo Kenyatta University Of Agriculture And Technology question papers
Exam Year:2013
JOMO KENYATTA UNIVERSITY OF AGRICULTURE AND TECHNOLOGY
UNIVERSITY EXAMINATIONS 2012/2013
YEAR 1 SEMESTER II EXAMINATION FOR THE EXAMINATION FOR The Degree Of Bachelor Of Purchasing And Supplies Management.
HPS 2110: Principles Of Marketing
DATE: AUGUST 2013 TIME: 2 HOURS
INSTRUCTIONS: ANSWER QUESTIO ONE ( COMPULSORY) AND ANY OTHER TWO QUESTIONS
QUESTION ONE (30 MARKS)
(a ) Explain the role of market segmentation in the development of marketing strategy. (10 marks)
(b ) Distinguish between complex buying behavior and dissonance reducing buying behavior. (10 marks)
(c ) Discuss major external environmental factors that affect marketing activities. (10 marks)
QUESTION TWO (20 MARKS)
Using clear and well labelled diagram, explain strategies adopted by marketers in the product life cycle.
( 20 marks)
QUESTION THREE (20 MARKS)
You are a Sales Manager in a fast moving consumer goods company with the responsibility over a range of brands. Your marketing director has asked you to:
(a ) Prepare a briefing highlighting the possible pricing objectives the company can use. ( 10 marks)
(b ) Discuss five external factors that are likely to affect the pricing of the company. (10 marks)
QUESTION FOUR (20 MARKS)
(a) Identify and explain factors that affect the choice of a distribution channel. (10 marks)
(b) Discuss three different distribution policies (10 marks)
QUESTION FIVE (20 MARKS)
(a ) Distinguish between advertising publicity, personal selling and sales promotion.
( b ) Critically analyze six Factors that Affect the promotion mix. (12 marks)
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