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Hbc 2127: Principles Of Marketing Question Paper

Hbc 2127: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Dedan Kimathi University Of Technology question papers

Exam Year:2012

KIMATHI UNIVERSITY COLLEGE OF TECHNOLOGY
UNIVERSITY EXAMINATIONS 2011/2012
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
HBC 2127: PRINCIPLES OF MARKETING
DATE: TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
Question one.
a) Explain how the marketing function satisfies the needs of the customer, the business
person and the community. (3 marks)
b) Give any THREE differences between the ‘marketing concept’ and the ‘selling concept’
marketing philosophies. (6 marks)
c) Marketers today spend less time trying to increase ‘market share’ but more time on
trying to ‘grow share of customer’. Using examples explain these two highlighted
concepts. (4 marks)
d) Briefly explain the following terms as used in marketing: (5 marks)
i) Post purchase dissonance.
ii) Price.
iii) Promotion premiums.
iv) Direct marketing.
v) Social class.
e) Explain any THREE external factors that marketers consider when setting the prices of
their products. (6 marks)
f) A product benefits customers via its product attributes. Name and explain THREE
product attributes. (6 marks)
Question two.
a) Name, explain and give examples of FOUR levels of market segmentation.(12 marks)
b) Briefly explain consumer products and explain THREE classes of consumer goods.
(8 marks)
Question three.
a) Explain the EIGHT stages involved in the process of new product development.
(16 marks)
b) Highlight at least FOUR benefits of e-marketing. (4 marks)
Question four.
a) Explain the macro marketing environment and discuss any FOUR components of the
macro marketing environment. (10 marks)
b) Explain any FIVE factors a marketing manager will consider when evaluating the
performance of channel members. (10 marks)
Question five.
a) What are the FOUR key activities marketers engage in, in the development and
management of an advertising programme?. (12 marks)
b) Many organizations make use of a sales force in their marketing effort. Explain any
FOUR roles of a sales force in marketing. (8 marks)

Hbc 2127: Principles Of Marketing Question Paper

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