Dam 101 Principles Of Marketing Question Paper
Dam 101 Principles Of Marketing
Course:Diploma In Business Management
Institution: Kca University question papers
Exam Year:2014
UNIVERSITY EXAMINATIONS: 2013/2014
STAGE III ORDINARY EXAMINATION FOR THE DIPLOMA IN
BUSINESS MANAGEMENT
DAM 101 PRINCIPLES OF MARKETING
DATE: APRIL 2014
TIME: 1 1/2 Hours
INSTRUCTION: Answer any THREE questions
QUESTION ONE: (20 MARKS)
a) Discuss the marketing philosophies which an organization uses to relate to its market
(10 Marks)
b) What is the importance of marketing:
(5 Marks)
c) Define the following terms:
i) Marketing Management (1 Mark)
ii) Customer Satisfaction (1 Mark)
iii) Customer perceived value (1 Mark)
iv) Customer Relationship Management (1 Mark)
v) Needs and Wants (1 Mark)
QUESTION TWO: (20 MARKS)
a) Describe the marketing research process (10 Marks)
b) Describe the data collection methods (10 Marks)
QUESTION THREE: (20 MARKS)
a) Outline the new product development process
(10 Marks)
b) With the aid of a diagram, describe the Stages in the Life Cycle
(10 Marks)
QUESTION FOUR: (20 MARKS)
a) Describe the Macro environment facing the organization (10 Marks)
b) Discuss the marketing mix an organization is exposed to. (10 Marks)
QUESTION FIVE: (20 MARKS)
a) Discuss the key promotional strategies (10 Marks)
b) What is the importance of channel members? (5 Marks)
c) Explore the various pricing strategies used by a firm (5 Marks)
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