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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce

Institution: Strathmore University question papers

Exam Year:2011

STRATHMORE UNIVERSITY
SCHOOL OF MANAGEMENT AND COMMERCE
Bachelor of Commerce
END OF SEMESTER EXAMINATION
BCM 1204: PRINCIPLES OF MARKETING
DATE: 9TH March 2011 TIME: 2 Hours
INSTRUCTIONS
1) Answer question one and any other two questions
2) Question one is compulsory and carries 30 marks
3) All other questions carry 20 marks each

QUESTION ONE (COMPULSORY) (30 marks)
a) A top 5-star hotel in Nairobi was recently opened in one of the city’s plush
suburbs. Its focus is on business executives. The hotel has 5 types of rooms,
ranging from KShs. 22,000 per night for a standard room to 60,000.- per night
for a suite.
As a marketer, describe the ambience of this hotel which would make customers be
willing to spend this price to stay at the hotel. (10 marks)
b) You are interested in pursuing your career as a marketer. Explain the qualities
you would need to develop personally in order to be successful. (10 marks)
c) Your employer has asked you to give him a framework of the key tasks
involved in a marketing plan. Work one out for presentation to him.
(10 marks)

QUESTION TWO
a) Some brands/firms have managed to remain successful and popular despite the
current tough economic conditions such as Mars (chocolate bars), BIC (biros),
Disney (entertainment), Virgin airlines (flights to various destinations), EABL
(beer)
Discuss the possible reasons for their success (10 marks)
b) A firm’s macro-environment is largely controlled by external forces. Describe
using 2 practical examples of each, how the external environment can affect a
firm’s marketing activities. (10 marks)

QUESTION THREE
Drucker (1973) defined marketing as “getting the right product to the right place at
the right time at the right price with the right promotion to attract people who will buy
it”. Take any product or service company of your choice and explain how the
company uses the marketing mix elements to gain competitive advantage.
(20 marks)

QUESTION FOUR
Statistics at leading movie theatres such as Kenya Cinema, Fox Cineplex, Fox 20th
Century, Embassy Cinema, and other move theatres shows that attendance at movie
theatres nationwide and beyond the Kenyan borders has steadily been decreasing over
the years. (Vincent Oduor, Marketing (Africa) April, 2010
a) Explain the possible reasons for this decline (5 marks)
b) The manager of Kenya Cinema has asked you to look into the matter and
suggest possible marketing strategies to help raise ticket sales.
Outline the contents of your report to him. (15 marks)

QUESTION FIVE
a) Define the term ‘market segment’ (3 marks)
b) Outline the main segmentation bases (10 marks)
c) How would you assess the adequacy of a market segment? (7 marks)

Principles Of Marketing Question Paper

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