Principles Of Marketing (Mktg 218) 2Nd Trimester 2014 Question Paper
Principles Of Marketing (Mktg 218) 2Nd Trimester 2014
Course:Bachelor Of Business Information Technology
Institution: Kenya Methodist University question papers
Exam Year:2014
PRINCIPLES OF MARKETING (MKTG 218) 2ND TRIMESTER 2014
KENYA METHODIST UNIVERSITY
END OF 2'ND 'TRIMESTER 2014 (FT) EXAMINATION
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 218
UNIT TITLE : PRINCIPLES OF MARKETING
TIME: 2 HOURS
INSTRUCTIONS
Answer question one and any other two questions
Question One
Define marketing and distinguish it from selling
(5 Marks)
A good marketing planner needs to have a proper marketing mix to be able to serve his customers better. Discuss the various aspects of marketing mix
(10 marks)
Just like human being a product goes through a life cycle. With the help of a diagram describe the various stages a product goes through
(10 marks)
Suggest five benefits of marketing in a service organization
(5 marks)
Question Two
You are hired as a marketing research consultant to investigate the causes of declining sales of a certain product. Describe the process you would follow when conducting this research
(10 marks)
"Marketing does not occur in a vacuum." There are many external and internal forces that hinder marketers from conducting their marketing activities. Discuss those forces using examples
(10 Marks)
Question Three
What is marketing segmentation? Discuss variables marketers use to segment consumer markets
(10 marks)
Discuss various stages buyers goes through before making a purchase decision
(10 marks)
Question Four
Pricing decision is affected by both internal and external factors. Discuss
(10 marks)
Discuss the factors affecting the choice of distribution channel
(10 marks)
Question Five
Discuss five promotional mix components highlighting merits and demerits of each component (20 marks)
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