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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 (Compulsory) and any Other TWO
Questions
Question One
Define the following terms:-
a) Product mix
b) Product differentiation
c) Positioning
d) Market segmentation. (20marks)

Question Two
a) Critically evaluate the role of branding, packaging, and labeling in the
marketing of products. (10marks)
b) What do you understand by price of a product? Discuss the various
pricing strategies available to an organization. (10marks)

Question Three
a) Explain the term promotion mix? Discuss the elements of the promotion
mix. (10marks)
b) Briefly describe complex buying behavior and variety seeking buying
behavior. (10marks)

Question Four
a) What are the objectives to be achieved when designing channels of
distribution? (10marks)
b) In what ways does the internet and e-business make it easier for firms to customize their offering and personalize their relationships with their customers? (10marks)

Question Five
a) Discuss the major stages in product life cycle and show the strategies applicable at each stage to ensure long life for the product. (10marks)
b) State and explain the key function undertaken by distribution channels.
(10marks)




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