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Mktg 220: Principles Of Marketing Question Paper

Mktg 220: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2013

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2012/2013 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE

MKTG 220: PRINCIPLES OF MARKETING
DAY: THURSDAY

DATE: 18/04/2013
TIME: 2.00 – 4.00 P.M.

STREAM: Y2S2
INSTRUCTIONS:
1. Answer question ONE and any other TWO other Questions
Question one
a) Consumers are influenced by different factors. Discuss the psychological influences on
buyer behavior. (8 marks)
b) Mr. Katana a business man spent several hours going through the process of buying
decision making before purchasing a photocopier. Discuss the process she could have
gone through before making the final purchase decision. (10 marks)
c) A cosmetic manufacturing company based in Nairobi County has been known to produce
the most popular Ladies Lotion. Anew brand has just been launched; discuss the reason
for introducing a new product. (6 marks)
d) Discuss at least 4 product classifications that may be used to categorize various market
offerings. (6 marks)
Question Two
a) Patrick is a Sales and Marketing Manager of manufacturing Company dealing with Fast
Moving Consumer goods, discuss the factors he would have to consider in selecting the
marketing intermediaries. (12 marks)

b) Give justification why Patrick has to use trade intermediaries in distribution of the
company’s product. (8 marks)
Question Three
a) The purpose of market segmentation is to leverage scarce resources, to ensure that the
elements of the marketing mix, price, distribution, products and promotion, are designed
to meet particular needs of different customer groups. Discuss the bases for market
segmentation. (12 marks)
b) Explain the criteria used for market segmentation. (8 marks)
Question Four
a) Marketing of physical products varies substantially from Marketing of services. Discuss
(8 marks)
b) Discuss the Marketing Mix for services. (12 marks)
Question Five
a) Discuss the criteria an International Business would consider in deciding which foreign it
would enter. (10 marks)
b) Explain the risks a Marketer is likely to experience in foreign market. (10 marks)

Mktg 220: Principles Of Marketing Question Paper

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