UNIVERSITY EXAMINATIONS: 2016/2017
EXAMINATION FOR THE DIPLOMA IN BUSINESS INFORMATION
TECHNOLOGY
DBIT 503 PRINCIPLES OF MARKETING
DATE: AUGUST, 2017 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One & ANY OTHER TWO questions.
QUESTION ONE [30 MARKS] – COMPULSORY
a) In your own words define the term marketing. (2Marks)
b) Explain the four types of strategic business orientations. (8Marks)
c) Explain how marketing decisions affect all other departments. (6Marks)
d) Describe the functions of marketing. (10Marks)
e) Explain how customer care is created in a business. (4Marks)
QUESTION TWO [20 MARKS]
a) Explain the reasons for market segmentation. (10Marks)
b) Describe the criteria for measuring market attractiveness. (10Marks)
QUESTION THREE [20 MARKS]
a) Discuss how a business unit may avoid problems of cannibalism among competing
brands. (6Marks)
b) Explain how a business can carefully select the ways in which it will distinguish itself
from competitors. (10Marks)
c) Define the following marketing terms. (4Marks)
i. Market Segmentation
ii. Targeting
iii. Differentiation
iv. Customization
QUESTION FOUR [20 MARKS]
a) State the 8 steps involved in setting the right price. (8Marks)
b) Explain how culture affects international marketing decisions. (6Marks)
c) Explain why global companies should be interested in developing countries.
(6Marks)
QUESTION FIVE [20 MARKS]
a) Explain the information one needs to know about consumers. (10Marks)
b) Explain how a business can create loyalty in its customers. (6Marks)
c) Explain the importance of marketing research. (4Marks)
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