UNIVERSITY EXAMINATIONS: 2017/2018
EXAMINATION FOR THE DIPLOMA IN BUSINESS INFORMATION
TECHNOLOGY
DBIT 503: PRINCIPLES OF MARKETING
DATE: DECEMBER, 2017 TIME: 1 ½ HOURS
INSTRUCTIONS: Answer ANY THREE questions.
QUESTION ONE
a) Define the term marketing. (2Marks)
b) Explain the key function of marketing management. (4Marks)
c) State four ways that a person may satisfy their requirements. (4Marks)
d) Explain the importance of marketing research in business. (8Marks)
e) Describe four types of competition faced by many businesses. (8Marks)
f) Explain how a firm can measure customer satisfaction. (4Marks)
QUESTION TWO
a) List the seven variables of the marketing mix. (7Marks)
b) Define these terms, (6Marks)
i) Positioning
ii) Differentiation
iii) Customization
c) Define branding and explain its importance to an organisation. (7Marks)
QUESTION THREE
a) Explain the following types of strategic business concepts.
i) Production concept (5Marks)
ii) Product concept (5Marks)
iii) Sales concept (5Marks)
iv) Marketing concept (5Marks)
QUESTION FOUR
a) Define consumer behaviour and describe any four factors influencing consumer
buying behaviour. (10Marks)
b) Differentiate between industrial (business) market and consumer markets. (10Marks)
QUESTION FIVE
a) Define market segmentation and state the reasons for it. (10Marks)
b) Outline the steps involved in pricing. (8Marks)
c) In your own words explain what you understand by the term customer loyalty.
(2Marks)
