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Principles Of Marketing Question Paper

Principles Of Marketing

Course:Bachelor Of Commerce In Marketing

Institution: Kenyatta University question papers

Exam Year:2009

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KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 201: PRINCIPLES OF MARKETING
=================================================================
DATE: TUESDAY 16TH FEBRUARY 2010 TIME: 11.00 A.M. – 1.00 P.M.
INSTRUCTIONS
Answer Question ONE and Two other Questions.
Question One
a) Using examples, discuss any five factors influencing pricing in the hotel sector.
(10 marks)

b) Discuss any five characteristics of a good market segment. (10 marks)

c) Using a diagram, describe the Product Life Cycle and state one strategy that can be
applied at each stage. (10 marks)
Question Two

a) The selection of the channels of communication is an important decision in the
promotion function. Identify factors that a marketing manager should consider when
selecting media. (10 marks)
b) Discuss the four characteristics of services and show how they influence the
marketing managers decisions. (10 marks)

Question Three
a) Consumer behaviour is greatly influenced by cultural and social factors. Using
examples, discuss how these factors influences consumer behaviour. (10 marks)
b) Discuss the five marketing management philosophies. (10 marks)
Question four

a) Discuss any five micro-environmental factors and how they influence the marketing
manager's decisions. (10 marks)
b) Discuss any five factors influencing the rate of adoption of new products. (10 marks)

Principles Of Marketing Question Paper

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