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Agec 231: Principles Of Marketing Question Paper

Agec 231: Principles Of Marketing

Course:Bachelor Of Science Of Agricultural Economics

Institution: Egerton University question papers

Exam Year:2008

Egerton University
University Examinations
Njoro Campus
First Semester 2007/2008
Department Of Agricultural Economics And Business Management
Second Year Examination For The Award Of Bachelor Of Agricultural Economics And Agribusiness Management
Agec 231: Principles Of Marketing
Stream: Agec/Agbm_Y2s1 & Comm. Dev Time: 2hrs
Day: Monday 12-1 Date: 08/12/08
Instructions
Question one should be answered by all students
Question one
a) The term marketing is surrounded by confusion and therefore different people understand marketing differently. Briefly define marketing using a relevant example. (3 marks)
b) A marketing effort is successful if certain steps are observed concerning the marketing process. Sequentially, outline and explain upstream and downstream activities as related to the consumer wants and needs. (15 marks)
Part two: answer any 3 questions
Question two
a) What is market segmentation (3 marks)
b) Using a firm/company of your choice explain the way it has segmented the consumer market basing your answer to the four dimensions for segmenting consumer markets. (15 marks)
Question three
Consumers are continuously making involved and situational decisions when purchasing ideas, goods and services.
i. What is product involvement and situational effects as related to consumer buying behavior? (5 marks)
ii. Using a relevant buying experience, sequentially explain the consumer decision making process. (13 marks)
Question four
Supposing an ago-processing firm involves you in the development of a new product to cater for certain consumer segment.
a) Briefly discuss what the ideal creative environment for product development would be. (5 marks)
b) Explain what the process of developing the product would entail. (13 marks)
Question five
a) Outline the four steps to creating a successful promotion program. (4 marks)
b) Briefly discuss the promotion mix using a relevant example. (14 marks)

Agec 231: Principles Of Marketing Question Paper

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