UNIVERSITY EXAMINATIONS: 2018/2019
EXAMINATION FOR THE DEGREE OF BACHELOR OF BUSINESS
INFORMATION TECHNOLOGY
BUSS205 PRINCIPLES OF MARKETING
FULL TIME/PART TIME/DISTANCE LEARNING
DATE: DECEMBER, 2018 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One & ANY OTHER TWO questions.
QUESTION ONE
a. Describe the scope of Marketing and contrast it with Selling. 10Marks
b. Describe the different stages of the marketing evolution process and explain the
importance of marketing. 10Marks
c. Describe the marketing research process and the importance of marketing research.
10Marks
QUESTION TWO
a. You have been appointed the Head of the Customer Division of your company. Discuss
the extent of which cultural factors influence consumer behavior.
20Marks
QUESTION THREE
a. Describe Segmentation. 5Marks
b. Explain how you would segment the market of education of higher learning in Kenya.
15Marks
QUESTION FOUR
a. Illustrate the product life cycle and explain what the organization should do at each stage
of the life cycle. 15Marks
b. Discuss the concept of promotion. 5Marks
QUESTION FIVE
a. Discuss the factors that should considered when designing a promotion program.
10Marks
b. Describe factors that influence a firm’s choice on channel selection. 10Marks
