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Bmit 321:Marketing August 2010 Question Paper

Bmit 321:Marketing August 2010

Course:Bachelor Of Business Management And Information Technology

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF BUSINESS
MANAGEMENT AND INFORMATION TECHNOLOGY
&ENVIROMENTAL SCIENCE

COURSE CODE: BMIT 321

INSTRUCTIONS:
Answer Question ONE and Any THREE Questions
1. a) Marketing plays a key role in human life in any country’s economy.
Discuss the major contribution of marketing in society. (10Marks)
b) To overcome conflict between marketing and other departments in an organization
there is need for co-operation. Discuss the role of Marketing before and during
production (8Marks)

c) Products are often classified based on buying effort expended. Explain Four
classifications under this approach. (8Marks)

d) As marketing manager of Fast Moving Consumer Goods (FMCG) based in Kenya,
Discuss the possible approaches you would use to determine intensity of distribution.
(6Marks)
e) You have been hired in a new manufacturing company dealing with assorted
consumer goods, discuss the various methods you would consider when selecting
channels of distribution. (8Marks)

2. Price plays an important role in business transaction.
a) Why do companies prefer to use skimming and discount pricing strategies?
b) Discuss FOUR approaches of pricing (12Marks)

3. a) As a marketing Manager of a Textile Manufacturing Company producing office and
casual wear, explain how you would use consumer adoption or innovation decision
process to ensure your products are adopted by your target customers. (12Marks)
b) Explain how the social factors are likely to influence the consumer purchasing
behavior. (8Marks)

4. a ) Labton, company manufacturing Educational toys wishes penetrate the
market with their products, discuss the possible promotional mix, you would use to
market to middle-class working class people. (12Marks)

c) Discuss at least TWO companies that have used sales promotion to market their
products or services in the last six months in Kenya and give your personal analysis
on its effectiveness. (8Marks)

5. a) Marketing of services is different form marketing of physical products. Discuss the
unique characteristic of services. (10Marks)
b) Explain how an educational institution like Kabarak would use the 3 Ps of service
marketing to effectively market its services. (10Marks)

Bmit 321:Marketing August 2010 Question Paper

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