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Mktg 220: Principles Of Marketing Question Paper

Mktg 220: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2014

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2013/2014 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE

MKTG 220: PRINCIPLES OF MARKETING
DAY: TUESDAY

DATE: 15/04/2014
TIME: 2.00 – 4.00 P.M.

STREAM: Y2S2

Instructions: Answer Question ONE and any other two questions

QUESTION ONE
a) You have been employed as a Marketing Manager of a newly formed manufacturing
company. Your first assignment is to set up prices for the products. What factors will you
consider? (12mks)
b) Explain using examples the following distribution strategies:
i)
Intensive distribution

(2mks)
ii)
Selective distribution

(3mks)
iii)
Exclusive distribution

(3mks)
c) Discuss the contributions that advertising can make on effective marketing of Products
and services

(10mks)

QUESTION TWO
a) The uniqueness of services demands that more elements be added into the marketing mix.
Identify and explain these elements

(10mks)
b) Segmentation plays a key role in the development of an effective marketing strategy.
What factors would a marketer consider as a requirement for effective market
segmentation (10mks)

QUESTION THREE
a) Discuss the factors that influence consumer behavior and their marketing implications
(12mks)
b) How is marketing information beneficial to marketers?

(8mks)

QUESTION FOUR
a) What advise would you give to a marketer who is considering international trade as an
option in terms of the entry strategies

(15mks)
b) Highlight the conditions under which the marketing concept can be applied
(5mks)

Mktg 220: Principles Of Marketing Question Paper

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