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Bba 202 Principles Of Marketing Question Paper

Bba 202 Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Pwani University question papers

Exam Year:2013

PWANI UNIVERSITY
EXAMINATIONS FOR THE DEGREE OF COMMERCE
PRINCIPLES OF MARKETING
END OF SEMESTER ONE
INSTRUCTIONS
Answer question one and any other three
Question one
a)Differentiate the following concepts
i)Customer satisfaction and customer delight
ii)Advertisement and Promotion
iii)Market segmentation and target market (6marks)
b)Discuss the five philosophies that guide the marketing business(10marks)
c)State four functions of marketers (4marks)
d)Explain the main features that distinguish service from product marketing(5marks)

Question two
a)Using relevant examples,discuss how you can use the bases of segmentation in the marketing of cosmetics and beauty products in ken ya(10marks)
b)Discuss the role played by channel members in marketing(5marks)
Question three
a)’Consumer behavior is the buyer behavior of final consumers purchasing products for personal consumption’ discuss the consumer buyer decision process(9marks)
b)’Organizations should adopt and adjust to non controllable macro environments’ In light of this statement,analyze four major macro environmental forces and their implications in the marketing activities(8marks)
Question four
a)’Contemporary marketing,consumerism and environmentalism have changed the marketing world’ With reference to this statement discuss how the following have impacted on marketing;

i)Technology
ii)Ethics
ii)Globalization
b)Discuss the importance of managing marketing information to business enterprises (8marks)
Question five
You are the marketing consultant of Daimler motors limited.the company is launching a new Maybach X,its most luxurious model and you have been appointed to head the team responsible for the launch of the model.draft a marketing program for the new product which entails a suitable marketing mix to guide in implementation (15marks)

Bba 202 Principles Of Marketing Question Paper

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