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Hbc2127:Principles Of Marketing Question Paper

Hbc2127:Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Meru University Of Science And Technology question papers

Exam Year:2013

QUESTION ONE – (30 MARKS)
(a) statement. (4 Marks) (b) Distinguish between the following as they apply to marketing effort. (6 Marks) (i) Advertising and sales promotion (ii) Product concept and production concept (iii) Market segmentation and market targeting (c) What do you understand by the term product as used in marketing? Discuss the major classification of products. (10 Marks) (d) In recent times there has been relentless cut throat price wars within the mobile telephone market. Discuss some of the pricing strategies used y the market players. (10 Marks)
QUESTION TWO – (20 MARKS)
(a) To make appropriate and well informed decisions, marketing managers rely heavily on marketing research. Assuming you are being considered as a marketing research provider. Explain to the management, the marketing research process you will employ to provide quality, timely and well analyzed information to the buyer. (10 Marks)
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(b) Discuss five tools of promotion mix that a marketing manager can use to improve the image of his or her company. (10 Marks)
QUESTION THREE – (20 MARKS)
(a) In order to remain competitive, a marketer must constantly develop new products. Describe the new product development process. (10 Marks) (b) Discuss any social factors a marketer may take into account when making marketing decisions as an operator of hotel industry in Kenya. (10 Marks)
QUESTION FOUR – (20 MARKS)
(a) One may agree that middlemen are mere parasites who increase the price of product. Using specific examples, explain why middle men are important in the distribution chain. (10 Marks) (b) Identify and explain five key characteristics that affect marketing of doctors services. (10 Marks)
QUESTION FIVE – (20 MARKS)
(a) Describe the stages the consumers go through in making a decision to buy. (10 Marks) (b) MUST is considering a major sales promotion campaign across the country on December this year. Discuss the benefits that will accrue to the University as a result of this exercise. (10 Marks)

Hbc2127:Principles Of Marketing Question Paper

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