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Principles Of Marketing(Buss 218) Question Paper

Principles Of Marketing(Buss 218)

Course:Education

Institution: Kenya Methodist University question papers

Exam Year:2013

TIME : 2 HOURS

Instructions:
Answer question ONE and any other TWO.

Question One
Briefly discuss any five pricing strategies that can be used by a marketer.
(10mks)
Unilever a Multinational Consumer Products Manufacturer would want to introduce a new product into the market "WRINKESSER" whose main function would be to help reduce wrinkles which appear as a result of old age. Describe the process the company would go through when developing this new product.
(10mks)
The decision to purchase high valued terms is a ling decision process. Explain the various stages in a decision making process.
(10mks)

Question T w o
With the rapidly changing global picture, the firm must monitor numerous forces. With realistic examples discuss the main micro and macro environmental forces that marketers need to monitor. (15mks)

Question Three
Differentiate between goods and services describing the unique characteristics of each.
(7mks)
Explain any four sales promotion methods used by marketers to promote their products to consumer.
(8mks)

Question Four
Explain the following types of products:
(8mks)
Convenience goods.
Shopping goods
Speciality goods.
Capital goods.
Discuss the main factors that influence consumer behavior.
(7mks)

Question Five
Explain the marketing mix concept using the seven (7) P’s sharing how importance they are to a marketer.
(11mks)
Distinguish between marketing research and market intelligences. (4mks)

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