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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:2011

QUESTION ONE (30 MARKS)
(a) “Marketing is more than selling”. Discuss (10 Marks) (b) Referring to a purchase you made recently, explain the major steps in the buyer decision process. (10 Marks) (c) Identify and discuss any two marketing philosophies that exist. (10 Marks)
QUESTION TWO (20 MARKS)
(a) Why is market research central in a company’s marketing program? (5 Marks) (b) Using relevant examples, differentiate between industrial and consumer markets. (6 Marks) (c) Describe the key elements of the promotional mix stating at least one advantage in each. (9 Marks)
QUESTION THREE (20 MARKS)
(a) Distinguish between micro-environment and macro-environment. What macroenvironment factors influence an organizations marketing mix? (10 Marks) (b) Explain the factors that influence consumer behaviour. (10 Marks)
QUESTION FOUR (20 MARKS)
(a) What is market segmentation? (2 Marks) (b) Explain the essential conditions to ensure effective market segmentation. (12 Marks)
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(c) What is the difference between market segmentation and product differentiation? (6 Marks)
QUESTION FIVE (20 MARKS)
(a) Describe the key stages of a new product development. (6 Marks) (b) Discuss any five factors that influence the pricing decision in an organization. (10 Marks) (c) Identify the four market targeting strategies one would consider to export opportunities in a market while introducing a new product. (4 Marks)

Hbc2127:Principles Of Marketing Question Paper

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