UNIVERSITY EXAMINATIONS: 2017/2018
EXAMINATION FOR THE DIPLOMA IN BUSINESS INFORMATION
TECHNOLOGY
DBIT503 PRINCIPLES OF MARKETING
FULLTIME/PARTIME
DATE: AUGUST, 2018 TIME: 1 ½ HOURS
INSTRUCTIONS: Answer question One and ANY other two questions.
QUESTION ONE
a) In your own words define the term marketing. (2Marks)
b) “Organisations only survive if they satisfy customers”. Discuss. (8Marks)
c) Explain how marketing decisions affect all other departments. (6Marks)
d) State the 4Ps of the marketing mix. (4Marks)
QUESTION TWO
a) Define positioning and explain 4 keys to successful positioning. (10Marks)
b) Analyse the characteristics that affect consumer behaviour. (10Marks).
QUESTION THREE
a) Describe the advantages and disadvantages of E-Marketing. (10Marks)
b) Explain the significance of internal marketing. (4Marks)
c) How do firms delight their customers? (6Marks)
QUESTION FOUR
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
a) Analyse the steps used in marketing research. (10Marks)
b) Explain how the company can demonstrate the changes from sales orientation to
marketing orientation (10Marks)
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