Principle and Practice of Marketing 2015 July Knec Past Paper

1. (a) Explain the factors that a marketing researcher should consider when using secondary data as a source of market information. (10 marks)
(b) Lopta Ltd intends to make delivery processes more effective. Explain the ways in which the organization would achieve this objective. (10 marks)
2. (a) Lynex Ld, a manufacturer of cooking oil, has been experiencing a decline in the sales , of its products. Explain the measures that the company could take to reverse the trend. (10 marks)
(b) Highlight the circumstances under which an organisation would find it necessary to reduce the prices on its products. (10 marks)
3. (a) For exchange potential to exist there are certain conditions that should be met. Outline these conditions. (10 marks)
(b) Sungu Ltd manufactures a wide range of household products. Highlight the benefits that the organization could derive from using the intensive distribution strategy. (10 marks)
4. (a) Explain the reasons that would make an organization find it necessary to advertise its products. (10 marks)
(b) Poor customer care in an organisation can manifest itself in various ways. Outline these ways. (10 marks)
5. (a) Mako Ltd, a newly established organization, intends to adopt the marketing concept in its operation. Explain the benefits that the organization may derive from such a move. (12 marks)
(b) There are certain limitations of using survey as a method of market information gathering. Outline these limitations. (8 marks)
6. (a) Banco Ltd periodically gives discounts to its customers. Explain the reasons that may account for this practice. (8 marks)
(b) Many organizations today are using on-line distribution methods for their products. Explain the benefits that accrue to the firms that do so. (12 marks)
7. (a) Tambo Ltd intends to advertise its new range of household products through the radio. Explain the reasons that may account for this preference. (10 marks)
(b) Explain the reasons for the popularity of plastic packaging as used by many organizations. (10 marks)

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