Principles Of Marketing (Mktg 218) 2Nd Trimester 2017 Question Paper
Principles Of Marketing (Mktg 218) 2Nd Trimester 2017
Course:Bachelor Of Business Information Technology
Institution: Kenya Methodist University question papers
Exam Year:2017
PRINCIPLES OF MARKETING (MKTG 218) 2ND TRIMESTER 2017
KENYA METHODIST UNIVERSITY
END OF 2'ND 'TRIMESTER 2017 (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
By using the extended marketing mix as a base, describe the unique service characteristic and explain how a service firm will manage its challenges.
(10marks)
State and explain the FIVE roles of marketing in the society. (10marks)
With a well labeled diagram describe the product life cycle and explain the marketing strategies applicable in each stage of the PLC. (10marks)
Question Two
Consumer behavior is the decision processes an individual or group involving evaluating, acquiring, using or consuming goods and services Discuss the consumer decision making process. (20marks)
Question Three
Describe the concept of Marketing intelligence (5marks)
Name three inputs of the Marketing Information System (6marks)
Mention and explain at least three benefits of the Marketing Information System (9marks)
Question Four
Define the term marketing philosophy.
(5marks)
Giving relevant examples discuss FOUR of this philosophy`s and explain how they are applicable in marketing.
(15marks)
Question Five
Due to increasing competition among the companies producing consumable goods PARLAY company has decided to hire you to advise them on the best ways to differentiate their product. In details explain the best measures that the company has to adopt for a competitive edge. (20marks)
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