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Fashion Marketing I Question Paper

Fashion Marketing I

Course:Bachelor Of Science (Fashion Design & Marketing)

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
SCIENCE (FASHION DESIGN & MARKETING)
HFD 312: FASHION MARKETING I

DATE: Tuesday 15th September, 2009

TIME: 8.00 a.m -10.00a.m

INSTRUCTIONS
1. This examination has TWO parts. SECTION A and SECTION B.
2. Answer all the questions in SECTION A.
3. Answer only TWO (2) questions from SECTION B.
4. Use the answer booklet provided.

SECTION A – (40 MARKS)
Answer all the questions in this section

1
a)
Why is the knowledge of fashion marketing important to you as a student of fashion design? Give four reasons. [4 marks]
b)
In one sentence, state the nature of the fashion industry. [2 marks]
c)
Complete the following acronym to show what each letter stands for in relationship to promotional marketing of fashion products.
A
I
D
A
[2 marks]
2.
a)
Briefly explain what you understand by each of the following concepts as applied in the apparel industry.
i)
Firm
[1 mark]
ii)
Plant
[1 mark]
iii)
Cooperative
[2 marks]
iv)
Franchise
[2 marks]
b)
Assume that you own an apparel firm. Identify five options you could choose as means for distributing your retail or wholesale merchandise at national or regional markets. [ 5 marks]
3.
a)
What is the use of labels on fashion products? [2 marks]
b)
Giving a reason in each case, state two ways in which some Kenyan apparel manufacturers have abused the use of labels on fashion products. [4 marks]
4.
a)
Giving an example in each case, identify three factors that determine apparel selling periods in each year. [ 6 marks]
5.
a)
Explain what you understand by the term “ product diversification” [1 mark]
b)
Identify three types of product diversification and explain briefly what each one of them implies. [ 6marks]

SECTION B (30 MARKS)
Answer only TWO questions in this section
6.
After your college education you intend to move to the US and start a manufacturing firm for African designs assisted by your uncle.
a)
Explain three points in each case that you need to know about the following protecting rights for your merchandise.
i)
Copyright
[3marks]
ii)
Registered Trade Mark
[3marks]
iii)
Patent
[3marks]
b)
Identify any six steps to legal protection of your merchandising property. [6marks]
7.
Discuss at least three basic elements of the marketing plan for any business. [15marks]
8.
Giving advantages and disadvantages, discuss the pros and cons of direct and indirect exporting of apparel goods. [ 15marks]

Fashion Marketing I Question Paper

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