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Marketing Fundamentals(Mktg 022)  Question Paper

Marketing Fundamentals(Mktg 022)  

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2013



TIME: 2 HOURS
INSTRUCTIONS: Attempt Question One and Any Other TWO Questions
Question One
a) Discuss how the following macro-environment factors would affect an organization. (10marks)
i) Political
ii) Social
iii) Economic
iv) Technological
b) Discuss the consumer markets segmentation variables. (10marks)
c) Discuss the roles of a marketing manager in an organization. (10marks)

Question Two
a) Describe the Product Life Cycle (PLC) and indicate the strategies a firm needs to adopt at each stage. (10marks)
b) Discuss the factors that influence consumer behavior. (10marks)

Question Three
a) What are the objectives of price setting in a firm? (10marks)
b) Discuss the elements of the promotion mix and show how each element is important in achieving marketing objectives. (10marks)

Question Four
a) Discuss the importance of marketing mix variables in an organization.
(10marks)
b) Make brief notes on the following. (10marks)
i) Utility
ii) Value
iii) Exchange
iv) Satisfaction.

Question Five
a) Discuss the consumer decision making process. (10marks)
b) What are channels of distribution and why are they important in an
organization? (10marks)




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