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Bcm 202: Principles Of Marketing Question Paper

Bcm 202: Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Masinde Muliro University Of Science And Technology question papers

Exam Year:2015

(University Of Choice)
MASINDE MULIRO UNIVERSITY OF SCIENCE AND TECHNOLOGY
(MMUST)
MAIN,BUNGOMA,NAIROBI, WEBUYE AND BUSIA CAMPUSES
UNIVERSITY EXAMINATIONS
2015/2016 ACADEMIC YEAR
YEAR TWO SEMISTER ONE
MAIN EXAMINATIONS
FOR THE DEGREE
OF
BACHELOR OF COMMERCE
COURSE CODE: BCM 202
COURSE TITLE: PRINCIPLES OF MARKETING
DATE: MONDAY, 07TH DECEMBER 2015 TIME: 2:00 -5:00PM

INSTRUCTION TO CANDIDATES
Answer question ONE (Complulsory) and any other THREE questions

TIME: 3 Hours
MMUST observes ZERO tolerance to examination cheating
This Paper Consists Of 2 Printed Pages. Please Turn Over

QUESTION ONE
As a newly employed marketing manager of a medium size firm which deals in processing of fast consumer good s, your chief executive officer wants you to write an outline report thet explain:
The impact of new technology on the traditional marketing mix practices (10 marks
The role of pricing in marketing function (10 marks)
The value of marketing practice in the firm (10 marks)
The conditions that favour market skimming pricing strategy (10marks)
QUESTION TWO
Using a service organization of your own choice, explain how selling of its service is more challenging than selling of a good (10 marks)
Briefly explain the term “variability challenges” in service marketing and demonstrate how you would effectively manage it (10 marks)
QUSETION THREE
Outline the circumstances that are likely to make an organization invest in new products to add on their existing product portfolio (10 marks)
Identify and explain the various stages involved in the new product development planning process for a new service. Use examples to illustrate your answer (10 marks)
QUESTION FOUR
With reference to specific celebrities, discuss the factors that organizations should consider when choosing an appropriate celebrity to use advertise for its products (10 marks)
Explain the benefits provided by intermediaries in the distribution channels of business to consumer markets (10 marks)
QUESTION FIVE
Explain why organizations are concerned about consumer attitudes and buying behavior(10 marks)
A market segment can be effective or ineffective. Outline the criteria for gauging the effectiveness of a market segment(10 marks)

Bcm 202: Principles Of Marketing Question Paper

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