Bcb 202: Principles Of Marketing Question Paper
Bcb 202: Principles Of Marketing
Course:Bachelor Of Commerce
Institution: Kaimosi Friends University College question papers
Exam Year:2017
KAIMOSI FRIENDS UNIVERSITY COLLEGE
UNIVERSITY EXAMINATIONS
2017/2018 ACADEMIC YEAR
SECOND YEAR FIRST SEMESTER EXAMINATIONS
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: BCB 202
COURSE TITLE: PRINCIPLES OF MARKETING
DATE:19TH DECEMBER,2017
TIME:2-4 PM
INSTRUCTIONS TO CANDIDATES
Answer question ONE and any other TWO QUESTIONS
QUESTION ONE
As a marketing manager of a service firm and your marketing director requires you to explain the following:
a)The extended marketing mix of service marketing. 10 marks
b)The benefits of promotional campaigns to the firm. 5 marks
c) Five pricing objectives that the firm should adopt 10 marks
d) The circumstances that are likely to force the firm to invest in a new products. 5 marks
QUESTION TWO
a) Explain the impact of new technology on product as an element of marketing mix. 10 marks
b)Discuss the unique features of a service that make its selling more challenging than selling of a good. 10 marks
QUESTION THREE
a) Explain the functions of marketing channels to an organization. 10 marks
b) Explain the various stages involved in the new product development planning process for a modified product. 10 marks
QUESTION FOUR
a) Describe the variables used to segment a consumer market. 10 marks
b) Explain the following distribution strategies; exclusive strategy and intensive strategy. 10 marks
QUESTION FIVE
a) Explain the factors that influence consumer buying behavior. 10 marks
b) Discuss two criteria for gauging an effective market segment. 10 marks
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