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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)

Principles Of Marketing (Mktg 218) 2Nd Trimester 2014 Question Paper

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