BIT 3202 MARKETING MANAGEMENT KCA Past Paper

UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 3 EXAMINATION FOR THE BACHELOR OF SCIENCE IN
INFORMATION TECHNOLOGY
BIT 3202 MARKETING MANAGEMENT
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions

QUESTION ONE
a) Discuss three principles of Customer Relationship Marketing (6Marks)
b) Briefly show how individuals move through the loyalty ladder (5 Marks)
c) Outline approaches used by marketers to carry out sales promotions (5 Marks)
d) By giving examples explain three levels of a product (6 Marks)
e) Critically determine the role of research in marketing management (8 Marks)
QUESTION TWO
a) Distribution channels form important components of marketing. Discuss five critical issues you
would consider before choosing a distribution channel (8Marks)
b) What is your understanding of marketing philosophy? Discuss four marketing philosophies used by
marketers to relate to their customers (12Marks)
QUESTION THREE
b) Discuss five personal factors that influence customer buying behaviour (10Marks)
a) Discuss strategies used by marketers to enter international markets (10Marks)
QUESTION FOUR
a) Any new product must pass through a process before being accepted in the market. Discuss five
stages of the adoption process of a new product (10 Marks)
b) Personal selling involves the development of long term customer relationship. Discuss the main
stages of personal selling (10Marks)
QUESTION FIVE
a) Summarize the main strategies used by marketers to segment consumer markets (8Marks)
b) Marketers understand their environment by conducting environmental scanning. Discuss macroenvironmental factors that influence marketing (12Marks)

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