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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
Discuss the PESTLE model in analyzing the macro environmental factors in an organization
(10 marks)
Discuss at least three marketing concepts or philosophies that an organization can use. Give relevant examples to support your answer.
(10 marks)
List and discuss at least five functions of the marketing department in a firm.
(10 marks)

Question Two
Discuss the impact of Information Technology (IT) in the marketing field
(10 marks)
Describe the objectives of price setting by organizations
(10 marks)

Question Three
What is the importance of studying consumer behavior? Discuss the factors that influence consumer behavior thereby affecting purchase decisions
(10 marks)
Write short notes on the following
Utility
Value
Satisfaction
Demand
(10 marks)

Question Four
What are the channels of distribution and why is their selection a critical decision in an organization
(10 Marks)
Discuss the elements of the promotion mix
(10 Marks)

Question Five
Discuss the differences between service marketing and product marketing
(10 marks)
Discuss the new product development process and highlight what marketing activities need to be undertaken at every stage
(10 marks)




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