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Hbc2208:Marketing Environment Question Paper

Hbc2208:Marketing Environment

Course:Bachelor Of Commerce

Institution: Meru University Of Science And Technology question papers

Exam Year:2013

QUESTION ONE – (30 MARKS)
(a) Understanding the external environment within which a firm operates is key to market planning. Using relevant illustrations, discuss factors that come into play in environmental consideration for marketing effort. (10 Marks) (b) efine and discuss the place of p’s and c’s in the loal maret in the face of competition in a challenging and dynamic market. (14 Marks) (c) Discuss the relevance of marketing effort in nongovernmental organizations. (6 Marks)
QUESTION TWO – (20 MARKS)
ou hae een tased to put in place a maretin stratey for a firm that sees to e a leadin supplier of promotional services to the New orion ounty in Menya’ efine the followin concepts and explain how you would apply them to ensure sound objectives.
(a) Mission (5 Marks) (b) he maretin ’s (5 Marks) (c) Market research (5 Marks) (d) The marketing philosophies (5 Marks)
2
QUESTION THREE – (20 MARKS)
Owing to globalization, research, technological advancements and general modernization, marketing managers must aggressively and continually scan the environment to secure competitive advantage. Using relevant examples, discuss the role of this effort in business success. (20 Marks)
QUESTION FOUR – (20 MARKS)
(a) Discuss the impact, challenges and opportunities that globalization is presenting on marketing. (10 Marks) (b) Enumerate the key steps a marketer would undertake to monitor his environment in order to mitigate the challenges above. (10 Marks)
QUESTION FIVE – (20 MARKS)
Using relevant examples, explain how changes in political-legal, social and economic environment have affected marketing in the following industries in Kenya.
(a) ’s (5 Marks) (b) Educational sector (5 Marks) (c) Entertainment sector (5 Marks) (d) Transport sector (5 Marks)

Hbc2208:Marketing Environment Question Paper

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