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Dma 202: Principles Of Marketing. Question Paper

Dma 202: Principles Of Marketing.

Course:Bachelor Of Commerce

Institution: University Of Nairobi question papers

Exam Year:2010

INSTRUCTIONS.
Attempt Question ONE and any other two Questions.

Q1. (a) A locally incorporated company in Kenya is facing the challenge of dynamic marketing environment and wants to know the approaches it can use to respond to the marketing environmrnt. (4 marks)
(b) Explain the importance of marketing research and identify the steps involved in marketing reseach process.(10 marks)
(c) A newly established service based company is in the process of branding and positioning its services in Kenya. You are required to advice the product manager on characteristics of a good brand name and positioning strategy.(10 marks)
(d) Explain intensity of distribution decision using suitable examples. (6 marks)
Q2. (a)Discuss two marketing management Philosophies that are likely to be more effective to a firm in its marketing activities in today’s competitive marketing environment justify your answer.
(b)Identify channels of distribution commonly used to distribute company products and explain the benefits and weaknesses of direct and indirect channels of distribution.
Q3(a)Using a mobile phone industry players to illustrate your answer differentiate market skimming and market penetration pricing strategy highlighting the marketing purpose for each. (10 marks)
(b)Discuss promotion mix elements in terms of their characteristics. (10 marks)
Q4 (a)Describe a new product from a marketing perspective. (3 marks)
(b)Explain characteristics of a new product that may result to faster adoption. Use suitable examples.(5marks)
(c)Using a diagram to illustrate your answer, discuss different categories of adopters. (12 marks)

Dma 202: Principles Of Marketing. Question Paper

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