DBIT 503 – PRINCIPLES OF MARKETING KCA Past Paper

UNIVERSITY EXAMINATIONS: 2020/2021
EXAMINATION FOR DIPLOMA IN BUSINESS INFORMATION
TECHNOLOGY
DBIT 503: PRINCIPLES OF MARKETING
FULLTIME/ PART TIME
DATE: DECEMBER, 2021 TIME: 2 HOURS
INSTRUCTIONS: QUESTION ONE IS COMPULSORY, CHOOSE TWO OTHER
QUESTIONS

QUESTION ONE (20 Marks) Compulsory
(a) (i) Define the term “marketing”. (2 Marks)
(ii) State the difference between human “wants” and “demands”. (2 Marks)
(b) In relation to market research;
(i) Summarize four demographic trends that are of interest to marketers. (4 Marks)
(ii) Distinguish between qualitative and quantitative market research. (4 Marks)
(c) Describe the four steps involved in the marketing process. (8 Marks)
QUESTION TWO (15 Marks)
a) Outline five benefits of market segmentation. (5 Marks)
b) Describe the five marketing management philosophies and indicate the situation when
each is useful. (10 Marks)
QESTION THREE (15 Marks)
a) List five benefits of branding to business organizations. (5 Marks)
b) Explain five characteristics of an effective market segment. (10 Marks)
QUESTION FOUR (15 Marks)
a) Explain five factors considered by marketers while setting product prices. (5 Marks)
b) Briefly describe the application of 5 C analysis in marketing situational analysis.
(10 Marks)

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