Principle and Practice of Marketing 2013 July Knec Past Paper

1. (a) A certain manufacturer has launched a trade sales promotion for wholesalers. Explain five objectives that the trade promotion is expected to achieve. (10 marks)
(b) Tena Company Ltd has noticed that the level of customer complaints has been steadily increasing. Explain the measures that the firm should take in order to reduce the level of its customers complaints. (10 marks)
2. (a) A new industrial product was introduced in the market recently. Explain six factors that will influence an organization’s rate of adopting the new product. (12 marks)
(b) Describe the ways in which advances in technology have enhanced the level of customer service provision by retailers. (8 marks)
3. (a) Wote Company Limited is in the process of determining its advertising budget.
Explain the factors that will influence the size of the budget. (10 marks)
(b) Describe the procedure that a marketer should follow when dealing with a customer complaint in order to recover the customer’s goodwill. (10 marks)
4. (a) Mamba Company Ltd has noticed that (he quality of its marketing intelligence is very poor. Explain the measures that the marketing manager should take in order to
improve the quality of marketing intelligence. (12 marks)
(b) Explain four ways in which wholesalers differ from retailers. (8 marks)
5. (a) Many companies are finding it increasingly difficult to make effective pricing decisions in recent years. Explain six reasons for this difficulty. (12 marks)
(b) Highlight four goals of marketing in a market-oriented firm. (8 marks)^
6. (a) Explain the benefits that a firm should derive from having information system. an efficient marketing (12 marks)
(b) A certain consumer product has reached its decline stage. Highlight four strategies that the lirm may adopt in dealing with such a product. (8 marks)
7. (a) JK Company Ltd had decided lo adopt the societal marketing philosophy in its operations. Describe four tasks that the firm should perform in order to be success fill in the execution of the philosophy. (8 marks)
(b) Customers normally offer strong resistance to price increases. Explain six alternative approaches that a firm would adopt in order to avoid such resistance.

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