Hbc 2109: Principles Of Marketing Question Paper
Hbc 2109: Principles Of Marketing
Course:Bachelor Of Business Information Technology
Institution: Meru University Of Science And Technology question papers
Exam Year:2011
University Examinations 2011/2012
SECOND YEAR, FIRST SEMESTER EXAMINATIONS FOR BACHELOR OF BUSINESS
INFORMATION TECHNOLOGY
HBC 2109: PRINCIPLES OF MARKETING
DATE: AUGUST 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question one and any other two questions.
QUESTION ONE – (30 MARKS)
(a) Briefly explain any five functions of marketing. (10 Marks)
(b) ‘To craft an effective Marketing programme, a market must keep track of the uncontrollable environment’ Explain how technological, economical and political legal environment affects the marketing programme. (9 Marks)
(c) For a market segment to justify attention, five conditions need to be satisfied. Explain the conditions a segment must satisfy. (5 Marks)
(d) Marketing of services is plagued by some challenges. Highlight and briefly explain any three challenges encountered in marketing of services. (6 Marks)
QUESTION TWO – (20 MARKS)
(a) You have been appointed the marketing manager for an upcoming manufacture of a beauty product; the managing director requires you to prepare a brief indicating the variables to consider in segmenting the market for the firms new cosmetic. (10 Marks)
(b) What is marketing philosophies? Discuss different marketing philosophies.
(10 Marks)
QUESTION THREE – (20 MARKS)
(a) Products need to be available in adequate quantities, in convenient location and at times when customers need them. Briefly describe functions of channel intermediaries. (10 Marks)
(b) Briefly discuss any five social factors influencing consumer behaviour. (10 Marks)
QUESTION FOUR – (20 MARKS)
(a) Discrimination pricing occurs when a company sells a product at two or more prices that do not reflect proportional difference in costs. Enumerate and describe five forms of discriminatory pricing. (10 Marks)
(b) Describe the key elements of promotional mix by stating a disadvantage of each.
(10 Marks)
QUESTION FIVE – (20 MARKS)
(a) Discus the steps in the marketing research. (12 Marks)
(b) Assuming you are marketer for an upcoming new product X. Briefly discuss the four market targeting strategies you would consider to employ to exploit the opportunities in the market. (8 Marks)
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