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Ckd 071: Marketing Fundamentals Question Paper

Ckd 071: Marketing Fundamentals

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CKD 071: MARKETING FUNDAMENTALS

Duration 2 hrs
Instructions: Answer Question ONE and ANY other TWO questions.
Q1.
a) Discuss the components of the marketing mix and expound on why each component is of great importance to the marketing managers. (15 marks)
b) Explain what the term “Exchange” means in marketing and the conditions necessary to be in place for it to take place. (15 marks)
c) Briefly explain the use of SWOT analysis in the strategic planning (5 marks)
d) Discuss the importance of an effective reward strategy. (5 marks)
Q2.
a) Explain how you would use the 3P’s o service marketing to have a competitive advantage in a bank. (14 marks)
b) Differentiate between the market concept and the selling concept giving examples of organizations that use these concepts. (6 marks)
Q3.
a) New product development is an important aspect for organizations. Explain why it is important for organizations to develop new products. (6 marks)
b) If you were the MD of unilever company and you have decided to use intermediaries to distribute your products. Explain the factors that you would consider when selecting those intermediaries. (14 marks)
Q4. Explain what is meant by segmentation. Discuss the difference bases for segmenting consumer markets giving relevant examples in each. (20 marks)
*END*

Ckd 071: Marketing Fundamentals Question Paper

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