UNIVERSITY EXAMINATIONS: 2017/2018
EXAMINATION FOR THE DIPLOMA IN BUSINESS INFORMATION
TECHNOLOGY
DBIT503 PRINCIPLES OF MARKETING
DATE: APRIL 2018 TIME: 1 ½ 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 orientations. (8Marks)
c) Explain how marketing decisions affect all other departments. (6Marks)
d) Explain two types of customer care. (4Marks)
QUESTION TWO
a) Explain the reasons for market segmentation. (8Marks)
b) Describe the criteria for measuring market attractiveness. (10Marks)
c) What is internal marketing? (2Marks)
QUESTION THREE
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) Industrial marketing
iv) Customization
QUESTION FOUR
a) State the 8 steps involved in setting the right price. (8Marks)
b) Explain how a business can compete globally. (6Marks)
c) Explain why global companies should be interested in developing countries. (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. (6Marks)
c) Explain the importance of marketing research. (4Marks)
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