UNIVERSITY EXAMINATIONS: 2015/2016
EXAMINATION FOR THE DIPLOMA IN BUSINESS/ INFORMATION
TECHNOLOGY
DBIT 503 PRINCIPLES OF MARKETING
DATE: AUGUST 2016 TIME: 1½HOURS
INSTRUCTIONS: Answer Any THREE Questions.
QUESTION ONE
ABC is an international banking organization based in your country which has mainly focused on
business and corporate customers. The bank is looking to expand into personal banking and to
encourage people to open personal bank accounts.
(a) Discuss how conducting a frequent and thorough environmental analysis would help ABC
[8 Marks]
(b) Outline two economic and two social factors that the bank may take into account in their
analysis. [12 Marks]
QUESTION TWO
Explain what is meant by ‘marketing orientation’ and describe the main benefits to an organisation
of adopting a marketing orientation. [10 Marks]
(b) Explain how a marketing orientation differs from product orientation, production orientation
and sales orientation. [10 Marks]
QUESTION THREE
A company selling books has decided to look at segmenting the market in which it operates.
Explain the criteria for segmentation and give three examples of how segmentation can be used by
the company [12 Marks]
b) Explain four factors that influence buyer behavior. [8 Marks]
QUESTION FOUR
Outline the advantages and disadvantages of three different promotional tools for attracting
customers to try a new brand of powdered milk. [12 Marks]
b) Identify four ways in which organisational buying differs from individual buying [8 Marks]
QUESTION FIVE
Explain the role of branding and discuss its impact on the marketing mix. [6 Marks]
Compare the pricing strategy of ‘market penetration’ with that of ‘market skimming’. (6 Marks)
Describe two situations when each of the strategies outlined in part (a) might be used by marketers.
Give examples to support your answer. [8 Marks]
