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Fundamentals Of Marketing B (Mktg 022) Question Paper

Fundamentals Of Marketing B (Mktg 022)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2013

TIME: 2 HOURS
INSTRUCTIONS
Question One
Discuss five marketing concepts which guide marketers in making business decisions.
(10 Marks)
What is product positioning? Discuss the components of effective product positioning.
(10 marks)
Discuss the factors affecting consumer buyer decisions.
(10 marks)

Question Two
Discuss the objectives of price setting in a detergent industry.
(10 marks)
Selecting appropriate distribution channels is a key function of every business organization. Discuss the factors to consider before making that selection decision.
(10 Marks)

Question Three
Discuss the stages of new product adoption process.
(10 Marks)
Describe five adopter categories (illustrate with a diagram)
(10 Marks)

Question Four
Discuss various classifications of consumer products.
(10 Marks)
A cosmetics company wants to develop a new product, discuss the marketing research process the company need to go through.
(10 Marks)

Question Five
State and explain the elements of promotional mix showing the advantages and disadvantages of each element. (20 Marks)

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