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Principles Of Marketing C (Mktg 218) Question Paper

Principles Of Marketing C (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
"Marketing is important in any organization and it involves the integration of other departments in the marketing function." Explain why this statement is true in today’s businesses.
(6 marks)
Suggest and explain the four marketing mix elements that should be considered in every organization.
(8 marks)
What are the advantages and disadvantages of using intermediaries in channels of distribution?
(8 marks)
Explain various media used by marketers to advertise their products giving advantages and disadvantages of each.
(8 marks)

Question Two
A marketing planner must understand the relationship between a product and its price. Discuss various pricing strategies a manager may adopt.

(10 marks)
Suggest and explain what a marketer should do to overcome challenges at the maturity stage of the product life cycle.
(10 marks)

Question Three
A young executive would like to purchase a product involving high risks. Which factors would affect his purchase decision?
(8 marks)
What steps of decision making would he go through before purchasing the product? What would he feel after purchasing the product when the product does not meet his expectation?
(12 marks)

Question Four
Discuss the concept of market segmentation.
(3 marks)
Suggest and explain various ways the telecommunication industry can segment its market.
(8 marks)
Explain three marketing concepts used by marketers selling fast moving consumer goods.
(9 marks)

Question Five
Explain in detail the various steps in new product development process giving suggestions on what a marketer should do at each stage.
(10 marks)
Using a diagram, explain the importance of a marketing information system.
(10 marks)

Principles Of Marketing C (Mktg 218) Question Paper

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