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Principles Of Marketing(Mktg 218) Question Paper

Principles Of Marketing(Mktg 218)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME: 2 HOURS
Instructions: Answer Question ONE and any other TWO Questions.
Question One
Discuss the PESTEL analysis of an organization and using relevant examples demonstrate why such an analysis is important in an organization.
(10 Marks)

What are the factors that influence consumer behavior and how do they affect the purchasing decision.
(10 Marks)

Discuss the following concepts in relation to marketing.
(10 Marks)
Utility
Value
Exchange
Demand
Satisfaction

Question Two
What are the factors that a firm needs to consider when coming up with the prices of their products and services.
(10 Marks)

Discuss the New Product Development Process and describe what marketing activities need to be undertaken at each stage.
(10 Marks)

Question Three
What is the product life cycle (PLC)? Describe the marketing activities that are relevant at every stage.
(10 Marks)
Discuss the consumer markets segmentation variables.
(10 Marks)

Question Four
What is marketing mix? How does it help in the development of an organization’s marketing strategy?
(10 Marks)
Discuss the elements of the promotion mix and show how a firm can effectively use them to gain a competitive advantage in the market.
(10 Marks)

Question Five
Discuss the consumer decision making process.
(10 Marks)

"The role of Information Technology (IT) is very important in modern marketing". Discuss this statement using examples of firms that have effectively used IT in their marketing strategy.
(10 Marks)

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