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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: Monday 6th April, 2009

TIME: 8.00 a.m. – 10.00 a.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)
1.
Define the following terms as used in fashion marketing:
(a)
Apparel industry.
[1 mark]
(b)
Fashion Marketing
[1 mark]
(c)
Transience
[1 mark]
2.
Marketing can be described both as “a business philosophy and a business function”. Explain what you understand by this statement. [4 marks]
3.
In each case stated below, state five responsibilities of the following people in the fashion business
(a)
Fashion marketers
(b)
Fashion merchandisers.
[10 marks]
4.
Giving two points in each case, briefly explain how the following factors affect fashion marketing:
(a)
Strong influence of environmental pressures.
(b)
Time constraints.
[8 marks]
5.
Identify four points that one would consider in order to understand and analyze the nature of competition in a fashion market. [4 marks]
6.
(a)
What is global marketing? [1 mark]
(b)
Mention three factors on which the aggressiveness, method and speed of global marketing depend on. [3 marks]
(c)
State three basic purposes of web sites on the Internet marketing of fashion products. [3 marks]
7.
Explain the difference between market development and product development. [4 marks]

SECTION B – (30 MARKS)
Answer any TWO questions from this Section.
8.
Explain what you understand by the following Merchandising Licensing Agreements.
(a)
Intellectual Property
[5 marks]
(b)
Licensing Contract
[5 marks]
(c)
Royalty
[5 marks]
9.
Briefly describe the following basic elements of the marketing mix.
(a)
Product
[5 marks]
(b)
Promotion
[5 marks]
(c)
Price
[5 marks]
10.
Using an example in each case, discuss three alternatives that could be used as nobjectives in the marketing strategic plan in order to provide growth and profitability of a fashion firm. [15 marks]

Fashion Marketing I Question Paper

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