MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS 2013/2014 ACADEMIC YEAR
SECOND YEAR FIRST SEMESTER
SCHOOL OF BUSINESS AND ECONOMICS
BACHELOR OF BUSINESS MANAGEMENT
COURSE CODE: BBM 202
COURSE TITLE: PRINCIPLES OF MARKETING
DATE:22ND APRIL 2014 TIME: 9.00AM – 12.00PM
INSTRUCTIONS TO CANDIDATES
Question ONE is compulsory
Answer any other THREE questions
This paper consists of 3 printed pages. Please turn over.
1.
a) Define the term marketing and describe the features brought out in your definition [3 marks]
b) Outline the evolution of the marketing discipline [6 marks]
c) Discuss the various problems a marketer would face in introducing new products into the market [8 marks]
d) Explain how a marketer can use Michael Porters’ five forces tool for analyzing the industry [8 marks]
2.
a) Discuss analytically the various elements of the macro environment [7 marks]
b) Kamani wants to purchase a mobile phone; outline the key stages in the consumer decision process he would go through [8 marks]
3.
a) Discuss the concept of the total product concept [7½ marks]
b) Using relevant example , describe the market classification [7½ marks]
4.
a) Describe the features of a good MKIS marketing information systems [8 marks]
b) Describe the relationship between the product life cycle and the diffusion curve [7 marks]
5. An entrepreneur has recently started a hardware business; advise him on
a) Packaging strategies [5 marks]
b) Advertising strategies [5 marks]
c) Factors affecting prices [5 marks]
6.
a) Discuss the various bases that a marketer may use for positioning [7 marks]
b) Differentiate the following in marketing, segmentation, targeting and positioning using relevant examples [8 marks]
