Principles Of Marketing Question Paper
Principles Of Marketing
Course:Diploma In Business Management
Institution: Kca University question papers
Exam Year:2010
1
UNIVERSITY EXAMINATIONS: 2009/2010
STAGE III EXAMINATION FOR DIPLOMA IN BUSINESS MANAGEMENT
PRINCIPLES OF MARKETING
DATE: APRIL 2010 TIME: 1½ HOURS
INSTRUCTIONS: Answer any THREE questions
Question One
a) Examine the personal factors that would influence the buying decisions of consumer. (10 Marks)
b) Enumerate the meaning of product branding, clearly explaining the merits of branding to both the
seller and the buyer. (10 Marks)
Question Two
a) Analyse the competitive marketing philosophies under which an organization can choose to
conduct its marketing activities. (10 Marks)
b) Explain the variables that can be used in segmenting consumer markets. (10 Marks)
Question Three
a) Explain the following terms used in marketing.
(i) Attitude
(ii) Cognitive dissonance
(iii) Differentiated marketing
(iv) Convenience goods
(v) Product concept (5 Marks)
b) Describe the basis of “80-20 principle’ of marketing. (5 Marks)
c) List and explain the various steps involved in marketing research. (10 Marks)
2
Question Four
a) Describe the marketing external forces. (10 Marks)
b) Explain the Five functions of middlemen. (10 Marks)
Question Five
a) Discuss five advantages of marketing to the consumers. (10 Marks)
b) Describe five forms of advertising media. (10 Marks)
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