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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:

? Answer question One and any Other Two questions

1. (a) The management of Starline Co. Limited marketers of household goods is in the process
of segmenting the market. State and explain the requirements that the management
should meet to effectively segment the market (10 mks).
(b) Briefly discuss the functions of wholesalers (10 mks).
(c) Outline and explain the stages in the buying decision process (10 mks).
2. (i) Marketing decisions are affected by politicians and the legal environment because of the
legislations passed by government. Briefly discuss five aspects of the political / legal
environment (10 mks).
(ii) The degree of competition experienced by a firm depends on the market structure
in which the firm operates. Briefly describe the characteristics of a Monopoly (10 mks).
3. (i) Malaika is a newly appointed sales manager in Sugarlicks Limited, which has not branded
its products. Malaika makes an appointment with the C. E. O of Sugarlicks Limited and
intends to convince him to brand the products. What reasons should she give to convince him
to brand (10 mks).

(ii) Mandela intends to develop a new product and he wants to be sure of the process he should
follow when developing the product. Outline and briefly explain the stages that s new
product developer like Mandela should follow when developing the new product (10 mks).

4. Write brief notes on the following elements of the marketing promotional mix.
(i)Advertising (5 mks)
(ii)Sales promotion (5 mks)
(iii)Personal selling (5 mks)
(iv)Publicity (5 mks)

5. (i) In geographical pricing an organization may decide to price its products to different
customers in different location. Briefly explain five strategies that the organization may
choose (10 mks).
(ii) Nelima is a newly employed sales manager; she will be chairing a meeting on the company’s
pricing decisions. Highlight the factors she should consider in price determination (10 mks).

Mktg 220: Principles Of Marketing Question Paper

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