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Dma 202: Principles Of Marketing Question Paper

Dma 202: Principles Of Marketing

Course:Principles Of Marketing

Institution: University Of Nairobi question papers

Exam Year:2014

UNIVERSITY OF NAIROBI
SECOND SEMESTER EXAMINATIONS 2013/2014
(NAIROBI DAY AND REGULAR)
SECOND YEAR EXAMINATIONS FOR THE DEGREE OF BACHELOR OF COMMERCE

DMA 202: PRINCIPLES OF MARKETING

DATE: AUGUST 11, 2014 TIME: 2.00 P.M.- 4.00 P.M.
INSTRUCTIONS
1. Attempt four questions.
2. Use relevant examples.
3. Do not write on the question paper.

Q1. a) Critically discuss from a strategic point of view why marketing managers need to understand the concept of product life cycle stages using suitable
examples. (12 marks)

b) Discuss the promotion objectives achieved through advertising and sales promotion using relevant Kenyan examples. (8 marks)

Q2. Discuss industrial and consumer goods product classifications and explain the types of buyer decision behavior that exhibits when buying different
types of consumer goods using practical examples. (20 marks)

Q3. Discuss market segmentation, targeting and positioning for competitive advantage and identify three brands in automobile, toothpaste and health sector
and state how each is positioned. (20 marks)

Q4. Discuss the concept of marketing mix, product mix and promotion mix and explain why each mix is critical to the success of marketing activities in an
organisation. (20 marks)

Q5. Discuss in detail new product pricing strategies, product mix pricing strategies and price adjustments pricing strategies and justify the rationale
for each strategy. ( 20 marks)

Q6. a) Explain what types of consumer goods that an organisation can distribute using intensive, selective and exclusive distribution strategies.
(8 marks)
b) In selection of channels of distribution what factors should a distribution manager take into consideration? Are marketing intermediaries necessary
in marketing? (12 marks)

Dma 202: Principles Of Marketing Question Paper

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