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Bust 121: Principles Of Marketing Question Paper

Bust 121: Principles Of Marketing 

Course:Bachelor Of Education Arts

Institution: Egerton University question papers

Exam Year:2010



ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS

1.(a) Explain the importance of the following marketing concepts: (12 Marks)
i. Customer marketing
ii. Marketing consept
iii. Societal marketing consepts
(b) Discuss how consumer buying behavior is influenced by social and psychological factors. (12 Marks)
(c) Discuss how scanning technological trends can help markets identify opportunities and threats. (12 Marks)

2.(a) Explain six methods of departmentalization. (12 Marks)
(b) Discuss the importance of marketing information system and explain the main phases of marketing
research in organizations. (8 Marks)

3.(a) Explain the importance of the various stages in the product life cycle. (12 Marks)
(b) Discuss the main branding policies an organization can use and the criteria for choice of a brand name (8 Marks)

4.(a) Discuss the factors that influence the choice of a company's promotion mix. (13 Marks)
(b) Explain how firms can effectively use product positioning to create competitive advantage. (7 Marks)




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