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Principles Of Marketing (Mktg 218) 3Rd Trimester 2017 Question Paper

Principles Of Marketing (Mktg 218) 3Rd Trimester 2017

Course:Bachelor Of Business Information Technology

Institution: Kenya Methodist University question papers

Exam Year:2017

Principles of Marketing (MKTG 218) 3rd Trimester 2017
KENYA METHODIST UNIVERSITY

END OF 3'RD 'TRIMESTER 2017 (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

Explain the meaning of the term marketing.
(2 Marks)
Describe the term marketing management.
(3 Marks)
Highlight key marketing concepts.
(3 Marks)
Describe the role of marketing in the society.
(5 Marks)
Discuss the influence of ICT in modern marketing society.
(5 Marks)
Highlight the significance of marketing research in the modern society giving relevant examples.
(7 Marks)
Describe consumer buying process giving relevant examples.
(5 Marks)
Question Two

Describe the historical development of marketing highlighting the key orientation that led to the current marketing.
(10 Marks)
Highlighting various marketing concepts giving relevant examples. (10 Marks)
Question Three

Obama Kamba is a leading Tour & Travel company in Washington DC. The company wants to open a branch in East Africa markets.

Due to management dynamics they intent to use a Tour & Travel agent in the region. Advise this company on the following:

Specific factors to consider when choosing intermediaries.
(5 Marks)
Ways of motivating channel members.
(5 Marks)
The roles of middlemen.
(5 Marks)
List some examples of channel members.
(5 Marks)
Question Four

By giving examples describe challenges facing Marketers today in the world.
(10 Marks)
Discuss marketing environment forces giving examples.
(10 Marks)
Question Five

Discuss the detailed stages of the product life cycles giving relevant examples.
(10 Marks)
Describe the consumer buying process with examples.
(10 Marks)

Principles Of Marketing (Mktg 218) 3Rd Trimester 2017 Question Paper

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