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Mktg 218 :Principles Of Marketing End Of 1'St 'Trimester 2015 Question Paper

Mktg 218 :Principles Of Marketing End Of 1'St 'Trimester 2015

Course:Bachelor Of Business Information Technology

Institution: Kenya Methodist University question papers

Exam Year:2015

KENYA METHODIST UNIVERSITY

END OF 1'ST 'TRIMESTER 2015 (PT) 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

You have been employed as a Marketing Manager of a newly formed manufacturing company. Your first assignment is to set up prices for the products. What factors will you consider?
(12 Mks)
Explain using examples the following distribution strategies:
Intensive distribution
(3 Mks)
Selective distribution
(3 Mks)
Exclusive distribution
(3 Mks)
Marketing is all around us. Discuss the advantages of marketing:
to the society.
(4 Mks)
to individual business firms.
(5 Mks)
Question Two

The uniqueness of services demands that more elements be added into the marketing mix. Indentify and explain these elements.
(10 Mks)
Segmentation plays a key role in the development of an effective marketing strategy. What factors would a marketer consider as a requirement for effective segmentation?
(10 Mks)
Question Three

Discuss the factors that influence consumer behavior and their marketing implications.
(12 Mks)
Define marketing research. Give the steps to follow when conducting a market research.
(8 Mks)
Question Four

Write brief notes on the following elements of the marketing promotional MDC.

Advertising
Sales promotion
Personal selling
Publicity/public relations.
(20 Mks)
Question Five

Explain what you understand by marketing and discuss the functions of marketing.
(10 Mks)
Discuss the buying decision process involved before making a decision to purchase,
(10 Mks)

Mktg 218 :Principles Of Marketing End Of 1'St 'Trimester 2015 Question Paper

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