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Principles Of Marketing(Mktg 218) Question Paper

Principles Of Marketing(Mktg 218)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME: 2 HOURS

Instructions: Answer Question ONE and any other TWO Questions. Question One is Compulsory
Question One
Explain the FOUR key pillars on which marketing rests and their importance in business.
(6 Marks)

Explain the role of marketing in achieving vision 2030.
(7 Marks)

Discuss FOUR key considerations before setting a price for a new product in the market.
(6 Marks)

Explain marketing management process and highlight its importance.

(7 Marks)
Explain FOUR cases of descrictive consumption by consumers.
(4 Marks)

Question Two
"One size fit all" in today’s marketing may not be possible. Discuss this statement in relationship to market segmentation.
(10 Marks)
Discuss FIVE criteria for successful segmentation.
(10 Marks)

Question Three
Like human beings, products have a life cycle. Describe all the stages of a product life cycle. (Illustrate with a diagram).
(10 Marks)

Describe the marketing strategies applied in each stage of the product life cycle.
(10 Marks)

Question Four
Discuss a case for and against social responsibility.
(10 Marks)

Explain the "deadly sins" committed by marketers to customers.
(10 Marks)

Question Five
Explain the importance of macro-environment of marketing in designing marketing strategies.
(10 Marks)
To avoid the commonality trap, explain citing examples from Kenya companies how they are applying the following strategies
Undifferentiated marketing (mass marketing)
(3 Marks)
Differentiated (segmented marketing)
(3 Marks)
Niche marketing
(2 Marks)
Micro-marketing
(2 Marks)

Principles Of Marketing(Mktg 218) Question Paper

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