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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:2012

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2012/2013 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 220: PRINCIPLES OF MARKETING
DAY: SATURDAY

DATE: 8/12/2012
TIME: 2.00 – 4.00 P.M.
STREAM: Y2S2
INSTRUCTIONS:
? Answer Question ONE and any other TWO Questions.
QUESTION ONE
(a) A manufacturing company dealing with beauty products based in Nairobi County
developed three new products to increase their product portfolio. Discus FOUR possible
reasons for developing the new product. (8 marks)
(b) Explain the process the company went through in developing the product before
introducing in the market. (10 marks)
(c) Using a diagram explain the product life cycle and outline the following in each phase;
i)Characteristics
ii)Marketing strategies
iii)Examples of products in the market (12 marks)

QUESTION TWO
(a) Services have unique characteristics, using practical examples, discuss FOUR major
distinctive attributes. (10 marks)
(b) Explain the Marketing mix for services used by marketers to carry out their marketing
activities. (10 marks)

(c) What are the environmental variables that are likely to influence Eric towards buying the
vehicle? (2 marks)
QUESTION THREE
(a) You have been charged with responsibility of selecting a suitable channel for distribution of
fast moving consumer goods (FMCG), discuss the criteria you will use to select the most
appropriate channel. (8 marks)
(b) Explain the function of trade intermediaries. (6 marks)
(c) Discuss the THREE intensity of distribution (6 marks)
QUESTION FOUR
(a) Discuss the methods for entering a foreign market. (10 marks)
(b) Explain the criteria for deciding which market to enter. (6 marks)
(c) Discuss the various risks that an international marketer is potentially faced with.
(4 marks)

Mktg 220: Principles Of Marketing Question Paper

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