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Bba 201:Principles Of Marketing Question Paper

Bba 201:Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2016

KENYATTA UNIVERSITY
. UNIVERSITY EXAMINATIONS 2015/2016
SECOND SEMESTER EXAMINATIONS FOR THE DEGREE OF BACHELOR OF COMMERCE

. BBA 201: PRINCIPLES OF MARKETING
DATE:WEDNESDAY 6TH APRIL 2016
TIME: 11.00-1.00 P.M

INSTRUCTIONS:
ANSWER QUESTION ONE AND ANY OTHER THREE

QUESTION ONE:
a) One way of evaluating the importance of marketing to a society is to imagine how that society would operate without marketing. Briefly discuss the benefits of marketing to a society. (10 marks)
b) Briefly discuss the impact of political- legal environment on the marketing activities of a corporate organization, while giving relevant examples. (10 marks)
C) Distinguish between controllable and uncontrollable marketing variables. (10 marks)

QUESTION TWO
a) What is a management philosophy? Identify and discuss the different marketing management philosophies. (20 marks)

QUESTION THREE
a) Discuss the different kinds of reference groups, and illustrate how they influence one''s purchasing decisions, using specific products. (10 marks)
b) Discuss the basis of how one will segment markets. (10 marks)

QUESTION FOUR
Explain the product life cycle concept and highlight the practical problems of applying the concept of product life cycle in a real world situation. (20 marks)

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