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Agricultural Marketing Question Paper

Agricultural Marketing

Course:Bachelor Of Science In Agribusiness Management

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
EDUCATION
KBT 102: AGRICULTURAL MARKETING

DATE: FRIDAY, 30TH APRIL 2010
TIME: 2.00 P.M. - 4.00 P.M.

INSTRUCTIONS: Answer question ONE and any other TWO questions.

1.
a)
Define a marketing mix? List four elements of a marketing mix.

(5 marks)

b)
Explain the following terms as used in marketing:
i)
Market
segmentation
ii)
Product
positioning
iii)
Niche
marketing
iv)
Promotion
mix
v)
Brand
equity

(5 marks)

c)
Explain the difference between selling and marketing

(5 marks)

d)
What are the functions of a distribution
channel?
(5
marks)

e)
i)
What roles does price play in an economy

(3 marks)
ii)
Explain
cost
based
pricing
approach
(2
marks)

f)
Outline five steps in product development.

(5 marks)

g)
What is corporate social responsibility and why do companies engage

in the same.

(5 marks)
Page 1 of 2

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h)
i)
What
is
a
product
line? (2
marks)

ii)
What is the difference between downward and upward
product
line
stretch?
(3
marks)

2.
With the help of a well labeled graph explain a products life cycle?
(15 marks)

3.
You are a marketing manager of Chakula Nzuri Co. Ltd and you have asked the

management to authorize 10% of sales revenue as brand building budget for

Mzuri ready to cook dried banana product brand your company has been selling.

Explain how you will justify the huge budget to the board.

(15 marks)

4.
i)
Why should agricultural marketing be studied separate from general marketing?

(10 marks)

ii)
Briefly explain why middlemen dominate agricultural marketing? (5 marks)

5.
i)
Why should agricultural enterprises advertise instead of paying farmers better
prices
for
their
produce?
(9
marks)

ii)
Sighting relevant examples, explain the three levels of competition that a
product
faces.
(6
marks)

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Page 2 of 2

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Agricultural Marketing Question Paper

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