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Bmit 321:Marketing December 2008 Question Paper

Bmit 321:Marketing December 2008

Course:Bachelor Of Business Management And Information Technology

Institution: Kabarak University question papers

Exam Year:2008

KABARAK UNIVERSITY
EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF BUSINESS
MANAGEMENT AND INFORMATION TECHNOLOGY
COURSE CODE: BMIT 321

INSTRUCTIONS:
Answer Question ONE and any other FIVE questions.
Question 1
a) Kichwa Ltd. intends to produce a dye for people with grey hair. Examine the
factors that are likely to influence the rate at which the dye would be adopted
in the market. (6 Marks)
b) One of the distinctive characteristics of service is perishability, discuss how a
service oriented business can produce a better match between demand and
supply. (5 Marks)
c) i) A manufacturer of Fast Moving Consumer Goods (FMCG) in Mombasa
wish to enter a foreign market. Explain at least FIVE entry strategies
(5 Marks)
ii) As a Marketing Expert, you have been invited to speak to 2nd year students
in School of Science and Technology in Kaptembo University. Discuss
factors considered when selecting channel members in distribution of
engineering components. (4 Marks)

Question 2
While the conventional Marketing Mix commonly referred to as 4Ps may be used for
both goods and services, services required much more.
Explain what is unique with Marketing of Services. (6 Marks)

Question 3
a) Before a consumer purchases a product, there are several factors that influence
his purchase decision. Discuss how, social factors influence a consumer’s
purchase decision. (3 Marks)
b) Explain the source of information a buyer may use during the information
search before purchase of a product. (3 Marks)

Question 4
Discuss the various stages a product goes through and the strategies to be used.
(6 Marks)
Question 5
Spring Rock is a medium size mineral water bottling company in Rift Valley Province,
which has introduced a new product of carbonated water.
Discuss the possible promotional Mix it may use to ensure that it creates the desired
consumer awareness. (6 Marks)

Question 6
A new company in Industrial Area of city of Nairobi manufacturing washing detergent
wishes to segment its consumer Market. Explain the bases for segmentation.

(6 Marks)
Question 7
a) Explain how political factors affect marketing of goods and services in Kenya.
(3 Marks)
b) Discuss the steps of Marketing Research. (3 Marks)

Bmit 321:Marketing December 2008 Question Paper

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