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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:2013

UNIVERSITY OF NAIROBI
SCHOOL OF BUSINESS
DEPARTMENT OF BUSINESS ADMINISTRATION
DMA 202: PRINCIPLES OF MARKETING
DATE: AUGUST 12, 2013 TIME: 2.00 P.M.- 4.00 P.M.

INSTRUCTIONS
Attempt one question
Use suitable examples to illustrate your answer
Do not write on the question paper.

QUESTION ONE
a) "Consumers behave differently when buying durable and non-durable goods". Explain the buying behavior that a consumer buying durable goods and other
buying non-durable goods is likely to exhibit and justify your answer for each case (15 marks)

b) Define the term product and explain the purpose of each step in new product development process (15 marks)

c) Marketing segmentation is a very important marketing decision in todays competitive environment. Assume you have been asked to assist in market
segmentation of a company marketing Fast Moving Consumer Goods. What bases would you use for segmenting the consumer market? After segmentation
what criteria would you use to evaluate the effectiveness of the market segments? (15 marks)

d) Using local examples discuss marketing management philosophies. Which philosophy would you recommend for a university and why? (15 marks)

QUESTION TWO
a) "Marketing drives the company and the economy". Explain this statement showing importance of marketing using relevant examples. (15 marks)

b) "Marketing is about delivering value to the customers better than the competitors". Explain this statement highlighting the benefits of customer
satisfaction and tangible ways that companies are using to deliver customer value. How can firms reduce post purchase dissatisfaction?
(15 marks)
c) Company ABC is in the process of pricing its dishwashing detergent. Discuss the pricing strategies that the company may consider using.
(15 marks)
d) An entrepreneur operating a business in Kenya has asked you to explain to a group of entrepreneurs the buyer decision process consumers go through
before buying products. Explain to them showing them the importance of understanding the process to a practicing businessman. (15 marks)

Dma 202: Principles Of Marketing Question Paper

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