Buss 218: Principles Of Marketing Question Paper
Buss 218: Principles Of Marketing
Course:Principles Of Marketing
Institution: Kenya Methodist University question papers
Exam Year:2008
KENYA METHODIST UNIVERSITY
END OF SECOND TRIMESTER 2008 EXAMINATIONS
FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTEMENT : BUSINESS ADMINISTRATION
COURSE CODE : BUSS 218
COURSE TITLE : PRINCIPLES OF MARKETING
TIME : 2 HOURS
INSTRUCTIONS:
• Answer Question ONE and any other TWO Questions
Question 1
In modern marketing, “the customer is king”. The banking industry has been made to realize this in the recent past. A marketer has to analyze the needs and wants of the customers before trying to serve them. He has to know who his customers are and where they are.
Required:
(a) Suggest one method of communication that is being used by the banks to reach their customers and suggest reasons why it is very popular today. (10 marks)
(b) Discuss the other ways organizations use to communicate with the target market. (10 marks)
(c) A marketing concept is a philosophy that can be used by a marketer to perform his marketing activities. What are the various concepts a marketer can choose from.
(10 marks)
Question 2
(a) To understand the needs and wants of the customer, a marketing research is essential. Outline the steps used in conducting a marketing research. (10 marks)
(b) Discuss the importance of marketing intelligence in a marketing information system.
(5 marks)
(c) Differentiate between targeting and positioning. (5 marks)
Question 3
(a) A consumer’s decision to buy can be influenced by both internal and external factors. Discuss four factors that influence consumer behavior. (12 marks)
(b) What steps of decision making does the consumer go through before buying a product?
(8 marks)
Question 4
(a) A good marketing planner had to have a proper marketing mix to be able to serve his customers. Discuss the various aspects of the marketing mix. (12 marks)
(b) Suggest reasons that have led to the great emphasis on corporate social responsibility in organizations today? (8 marks)
Question 5
(a) What are the various marketing channels used by marketers to move their produce from the manufacturer to the consumer. (10 marks)
(b) Discuss different pricing strategies a marketer can use. (10 marks)
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