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Hbc 2127: Principles Of Marketing Question Paper

Hbc 2127: Principles Of Marketing

Course:Bachelor Commerce

Institution: Dedan Kimathi University Of Technology question papers

Exam Year:2012

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DEDAN KIMATHI UNIVERSITY OF TECHNOLOGY
UNIVERSITY EXAMINATION ACADEMIC YEAR 2012/2013
FIRST YEAR SUPPLEMENTARY/SPECIAL EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
HBC 2127: PRINCIPLES OF MARKETING
DATE: 5TH JULY 2013 TIME: 11.00AM – 1.00PM
Instructions:
Answer question ONE and any other TWO questions
QUESTION ONE
a) Utu wema enterprises, a wholesale entity in your local market have been doing well for many years in the past. However, in recent times, it has been experiencing a consistent downward trend in its sales figures. The management has approached you to assist them conduct a marketing research on this issue. Describe the process you would follow when conducting this marketing research to investigate the causes of declining sales. (10mks)
b) Distribution trend shows that most producers today prefer direct marketing. Discuss the reasons for increasing use of direct marketing by Kenyan producers. (10mks)
c) Most new products fail within the first year of introduction. Explain the factors that may lead to the failure of a new product. (10mks)
QUESTION TWO
a) Analyze the roles played by a sales representative as a marketing communication vessel of an organization. (10mks)
b) The modern marketer is increasingly using behavioural segmentation. Using relevant examples, explain the different ways in which a marketer may undertake behavioural segmentation. (10mks)
QUESTION THREE
a) With the aid of a diagram explain the various classes of adopters. (10mks)
b) Discuss the factors that influence the length of a channel that a producer may decide to use. (10mks)
QUESTION FOUR
a) As a marketing management consultant, you have been engaged by your client to set an appropriate price for his fast moving consumer goods. Explain the major pricing objectives that might guide you in setting the price for your client. (10mks)
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b) Using relevant examples, explain the various personal factors that influence consumer buying behaviour. (10mks)
QUESTION FIVE
a) Compare and contrast selling orientation and marketing orientation. (10mks)
b) Promotion is one of the elements of the company’s marketing mix. Explain the factors which are important in setting the promotion mix. (10mks)

Hbc 2127: Principles Of Marketing Question Paper

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