Principles Of Marketing B(Mktg 218) Question Paper

Principles Of Marketing B(Mktg 218)

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME : 2 HOURS

INSTRUCTIONS
Answer any three questions.
Question One
Consumer behavior is highly influenced by personal factors of the individual consumer.
Discuss the factors that influence consumer buying behavior. (15 Marks)
Explain the following concepts:
Complex buying behavior.
(2 Marks)
Consumer behavior.
(3 Marks)

Question Two
There are five alternative concepts under which organizations conduct their marketing activities. Explain each of them.
Which of these philosophies can you recommend to a firm seeking long term success and why? (20 Marks)

Question Three
Explain to a group of upcoming small scale entrepreneurs the following marketing concepts by writing brief notes:
The stages of the product life cycle.
(10 Marks)

Bases for market segmentation.
(10 Marks)

Question Four
KeMU catering department is keen to understand the effects of environmental factors on their operations. As a marketing expert, explain to them the following (Give practical examples):
Macro economic forces.
Factors to consider when pricing their services.

Question Five
Mt. Kenya Fruit dealers Ltd plans to start processing and packaging fruit juices for distribution in the local market. They are seeking your expertise in the following issues:
Factors to consider in designing a distribution channel system for their products.
(10 Marks)

Promotion tools that can be used to reach the market effectively.

Principles Of Marketing B(Mktg 218) Question Paper

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