BUSS205  PRINCIPLES OF MARKETING.

UNIVERSITY EXAMINATIONS: 2018/2019
EXAMINATION FOR THE DEGREE OF BACHELOR OF BUSINESS IN
INFORMATION TECHNOLOGY
BUSS 205: PRINCIPLES OF MARKETING
FULL TIME/PART TIME/DISTANCE LEARNING
DATE: AUGUST, 2019 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One & ANY OTHER TWO questions.

QUESTION ONE
a) Your recent search in the internet about a new OPPO brand of phone is an indication that
you have decided to buy this product for the first time. Explain the adaption process you
underwent to purchase this product as a first time user? (8 Marks)
b) Distinguish between consumer markets and business markets? (2 Marks)
c) Identify any four micro-marketing environments and how they affect a company’s
marketing activities? (6 Marks)
d) Describe any four functions of channel distribution members? (6 Marks)
e) Discuss the components of Marketing Information System that marketers use to upgrade
their activities? (8 Marks)
QUESTION TWO
a) The 21st century companies are in the race to increase their sales and profit margins by
using various strategies. Briefly describe any four of the product mix, pricing situations
commonly embraced to achieve the above mileage? (8 Marks)
b) As a marketing manager of XYZ Company, You are approached by the Board of
Directors to enlighten them about the benefits of branding to the consumers and the
sellers, how would you advise them on the above? (8 Marks)
c) Highlight any four basic reasons for product promotion? (4 Marks)
QUESTION THREE
a) Citing specific examples on each, distinguish between consumer and industrial products?
(4 Marks)
b) Describe the major causes of consumer dissonance and the measures taken by the
marketers to revert the situation? (6 Marks)
c) Using a suitable illustration, discus the effects of motivation on consumer behavior?
(10 Marks)
QUESTION FOUR
a) Explain any four factors that marketers use to determine the social class of their target
customers? (6 Marks)
b) For marketing to be a continuous and successful activity, new products must be
developed frequently to meet changing customer needs and lifestyles. Describe the new
product development process. (14 Marks)
QUESTION FIVE
a) With a suitable illustration, explain the product life cycle and the marketing strategies
employed at each stage to sustain the process. (20 Marks)

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