Principle and Practice of Marketing 2013 November Knec Past Paper

1. (a) Describe five marketing activities which must be performed to move products from producers to consumers. (10 marks)
(b) A certain retailing store has reduced the price of certain consumer products. Explain five benefits that the retailer may derive from such price reductions. (10 marks)
2. (a) Pata Company Limited has decided to use direct mail as a medium for its direct marketing communication. Explain five advantages of using this medium. (10 marks)
(b) ABC Company Limited has decided to adopt the marketing concept in its operations. Highlight five guidelines that the company should follow when executing the marketing concept. (10 marks)
3. (a) Tembo Company Limited has noticed that one of its products has reached the decline stage. Explain four factors that may have led to this situation. (8 marks)
(b) A certain firm has been receiving numerous customer complaints about service delivery by its marketing staff. Highlight six aspects of service delivery that the customers may be complaining about. (12 marks)
4. (a) Describe four features of an effective marketing information system. (8 marks)
(b) Explain six factors in the retail marketing environment that retailers must constantly monitor in order to survive. (12 marks)
5. (a) Describe four characteristics which distinguish direct marketing from other marketing communication methods. (8 marks)
(b) XYZ Company Limited has integrated computers in its point-of-sale operations. Explain six advantages of this move to the firm. (12 marks)
6. (a) One of the stages in a new product development process is the idea screening stage. Explain the importance of this stage. (10 marks)
(b) A marketing manager should obtain marketing intelligence about developments in the marketing environment on a daily basis. Highlight five sources from which such
intelligence m ay be obtained. (10 marks)
7. (a) Describe six steps that a firm should follow when establishing the price of a new product. (12 marks)
(b) Explain four ways in which the customers of a firm would give indicators of satisfaction with its products.

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