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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:2013

TIME: 2 HOURS
INSTRUCTIONS
Answer question one and any other two questions.
Question One
Explain the importance of marketing to the economic development of Kenya.
(6 Marks)

Define marketing.
(1 Mark)

Explain the term "expanded marketing mix"
(7 Marks)

"Marketing managers are tasked with marketing 10 entities." Discuss.
(10 Marks)

Briefly explain four major categories of factors that influence consumer behavior.
(6 Marks)

Question Two
Everett Rogers (1983) has identified five categories of groups in explaining how a new product, idea or services spreads in the society. Using a diagram explain the five adopter categories.
(10 Marks)

Clark and Clark have identified three classifications of marketing functions. Identify and explain these classifications.
(10 Marks)

Question Three
With suitable examples of Kenya companies explain how companies are applying the societal marketing concept.
(6 Marks)

Explain the characteristics of a good brand name.
(5 Marks)

Segmentation aids the marketer in coming up with an effective marketing mix. Explain the bases you would use to segment consumer markets.
(5 Marks)

Explain the 4Cs of marketing and why companies are integrating them with the four Ps.
(4 Marks)

Question Four
Marketers must consider the dynamisms of the internal environment before developing a marketing program. Explain the factors that you need to consider in the ’controllable’ environment and their marketing implication.
(10 Marks)
It is said that buyers pass through identified stages before making a purchase. Describe in detail the stages on the buyer decision process.

Question Five
Faced with competition marketing managers must develop new products. Explain the steps you would follow in order to develop a new product.
(10 Marks)
Discuss factors that influence channel decisions.
(10 Marks)

Principles Of Marketing(Mktg 218) Question Paper

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