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Marketing Fundamentals B(Mktg 022) Question Paper

Marketing Fundamentals B(Mktg 022)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2013

TIME: 2 HOURS
INSTRUCTIONS
Attempt question One and any other 2 questions
Question One
Discuss the micro environmental factors that affect an organization. Use relevant examples to support your answer.
(10 marks)
Discuss the key decisions that need to be made by management in order to effectively use the marketing mix variables
(10 Marks)
Write short notes on the following
(10 marks)
Segmentation
Targeting
Positioning

Question Two
Discuss the influence of consumer behavior in a purchase decision.
(10 Marks)
Discuss the various pricing strategies that an organization can use.
(10 marks)

Question Three
Discuss the factors (bases) for effective consumer markets segmentation process
(10 Marks)
Why is managing a firms distribution channels important. List and discuss at least four reasons
(10 marks)

Question Four
Discuss the product life cycle (PLC) model and indicate the marketing activities that need to be undertaken at every stage
(10 Marks)
Why is service marketing different from tangible products marketing?
(10 marks)

Question Five
Discuss the elements of the promoter mix
(10 marks)

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