MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS
2016/2017 ACADEMIC YEAR
FIRST YEAR SECOND SEMESTERSCHOOL OF BUSINESS AND ECONOMICS
CERTIFICATE IN BUSINESS MANAGEMENTCOURSE CODE: CBM 07
COURSE TITLE: ESSENTIALS OF MARKETING
DATE: 28TH APRIL 2017 TIME: 2.30PM-4.30PM
INSTRUCTIONS TO CANDIDATES
• Answer question ONE (compulsory) and any other THREE
• Question one carries 25 marks
• All other questions carry 15 marks
This paper consists of 3 printed pages. Please turn over
QUESTION 1
a) Describe the steps in the marketing research process (8 marks)
b) Differentiate between the marketing and production concept in marketing evolution (4 marks)
c) Describe five reasons why consumer complaints are the concerns of marketers (5marks)
d) Explain five reasons stating the importance of market research to a business entity (5 marks)
e) Describe four factors that influence the choice of a distribution channel in marketing (3 marks)
QUESTION 2
a) Explain the five stages of consumer buying behaviour (10 marks)
b) With the aid of a diagram describe an economist’s view of pricing (5marks)
QUESTION 3
a) Explain the four stages characterized by the product life cycle and the interventions in each stage. (8 marks)
b) With relevant examples explain the causes of product market failure (7 marks)
QUESTION 4
a) Describe the internal factors that influence marketing operations of a firm
(10 marks)
b) Explain five determinants of price in a practical marketing situation (5 marks)
QUESTION 5
a) Segmentation is at the heart of marketing strategy. Explain the importance of market segmentation (8 marks)
b) Describe why you would be a suitable candidate for an assistant marketing officer position in an organisation (7 marks)
