MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS
2016/2017 ACADEMIC YEAR
FIRST YEAR SECOND SEMESTER
SCHOOL OF BUSINESS & ECONOMICS
BACHELOR OF SCIENCE IN AGRICULTURAL ECONOMICS & RESOURCE ECONOMICS
COURSE CODE: ARE 1204
COURSE TITLE: AGRICULTURAL MARKETING I
DATE: 17TH MAY 2017 TIME: 0830-1030HRS
INSTRUCTIONS TO CANDIDATES
Answer Question ONE and any other THREE questions
This paper consists of 3 printed pages. Please turn over.
QUESTION ONE
a) Write short notes on the following;
i. Marketing plan (3mks)
ii. Marketing mix (4mks)
iii. Agricultural marketing (2mks)
iv. Village markets vs urban markets (4mks)
b) Discuss the conditions for market formation (5mks)
c) Explain the pricing objectives of an agricultural firm. (7mks)
QUESTION TWO
a) Discuss the key marketing functions (9mks)
b) Explain the process of price determination in marketing. (6mks)
QUESTION THREE
a) Explain the evolution of marketing (6mks)
b) Narok Farmers Company has approached you to advise on online marketing of their agricultural produce. Advice the company on what online marketing is, citing its advantages and pitfalls. (9mks)
QUESTION FOUR
a) Discuss the criteria for classifying markets (8mks)
b) Why is the marketing of agricultural products unique? (7mks)
QUESTION FIVE
a) Discuss the key challenges facing agricultural marketing in Kenya today (8mks)
b) Explain the importance of planning in agricultural marketing (7mks)
