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Principles Of Marketing (Mktg 218) 3Rd Trimester 2015 Question Paper

Principles Of Marketing (Mktg 218) 3Rd Trimester 2015

Course:Bachelor Of Business Information Technology

Institution: Kenya Methodist University question papers

Exam Year:2015

PRINCIPLES OF MARKETING (MKTG 218) 3RD TRIMESTER 2015
KENYA METHODIST UNIVERSITY

END OF 3'RD 'TRIMESTER 2015 (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

Distinguish between;
Marketing mix and product mix
(5 Marks)
Market segmentation and marketing targeting
(5 Marks)
In the growth stage of the product life cycle, the firm faces a trade-off between high market share and high current profits. Explain this statement.
(10 marks)
Discuss the promotion objectives achieved through advertising and sales promotion using relevant Kenya examples.
(10 marks)
Question Two

"The role of information technology (IT) is very important in modern marketing." Discuss this statement using examples of firms that have effectively used IT in their marketing strategy.
(10 marks)
Explain the characteristics of a good brand name.
(4 marks)
State and explain extended P’s
(7 marks)
Question Three

State and explain causes of failures of new products in markets.
(10 Marks)
Discuss the major strategies for pricing of products that a firm may use.
(10 marks)
Question Four

Discuss the Pestel analysis of an organization and using relevant examples demonstrate why such an analysis is important in an organization.
(10 marks)
What are the factors that influence consumer behavior and how do they affect the purchasing decision.
(10 Marks)
Question Five

Define the following terms;
(10 Marks)
Customer value
Customer satisfaction
Market
Exchange
Demand
Kenya institute of Management is about to launch new programmes. Suggest to the institute the promotion tools they may use to launch. Explain why

Principles Of Marketing (Mktg 218) 3Rd Trimester 2015 Question Paper

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