UNIVERSITY EXAMINATIONS: 2018/2019
EXAMINATION FOR THE DIPLOMA IN BUSINESS INFORMATION
TECHNOLOGY
DBIT503 PRINCIPLES OF MARKETING
DATE: AUGUST 2019 TIME: 2 HOURS
INSTRUCTIONS: Answer any THREE questions.
QUESTION ONE
a) In your own words define the term marketing. (2Marks)
b) Explain the four types of strategic business approaches. (8Marks)
c) Explain how marketing decisions affect all other departments. (6Marks)
d) Explain two categories of customers. (2Marks)
e) What is the most challenging thing to a marketing manager in dealing with clients?
(2Marks)
f) Describe five functions of marketing. (10Marks)
QUESTION TWO
a) Explain the reasons for market segmentation. (8Marks)
b) Describe the factors that may influence macro marketing environment.
(10Marks)
c) What is internal marketing? (2Marks)
QUESTION THREE
a) Discuss the importance of marketing research to a business. (6Marks)
b) Explain how a business can differentiate itself from competitors. (1oMarks)
c) Define the following marketing terms. (4Marks)
i. Repositioning
ii. Targeting
iii. Industrial marketing
iv. Customization
QUESTION FOUR
a) State the 8 steps involved in setting the right price. (8Marks)
b) Describe the factors that may influence consumer behaviour. (6Marks)
c) Explain how international trade may influence our local market. (6Marks)
QUESTION FIVE
a) Explain the information one needs to know about consumers. (10Marks)
b) Describe how a business can create loyalty in its customers. (4Marks)
c) Describe three types of competition in marketing. (6Marks)
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