PaNidureg Your i iM UNicATIORs| ants PARTNER £0706 464 299 Mout int Kenya | SCHOOL OF BUSINESS AND ECOMaMs DEPARTMENT OF ay 4089 NT CODE: BIM1202 MOM 7 Ins AUCTIONS: ANSWER QUESTION O ONE AMID AN’ QUESTION ong State aiid explain the benefits and dra: of advertising. b) Bricily Caplain the components of MIS in an organization of your choice, ‘ (6 Marks) ; ©) Describe the-product close sification of consumer praducts, (3 Marks) fee 4 d) The long standing position of marketing: * different from goods. Explain with examy rs Is that 25 are essentially (6 Marks) a ‘e) Identity ihe factors within the economic environment and explain how they affect * marketing activities, (5 Marks) + QUESTI 40 a) Identity and explain the variou: planning process for a new informe = Hew product develop {10 Marks) ! b) You Rave-becn employed as a Marketing Manager of a nevaly form hardware ¢ vices company. ne First o What f ied Computer 319 Set up prices for the products, (10 Marks) \ HivnentOANFAM GO; [PANEA Ul Your LEARNING p AVESTION THE Age intends to purchase @ personal of 505 vi 5 she might pass through. aj Waziri, vho is the Marketing Manager computer for his private use. explain the buying P 3S (10 Marks) (20 Marks) b) Critically anaiyze the facters thal: affect the promotion mix. CASESTIGN FOUR a) Using a diagram to illustrate your answer of products or inncvations. dividual differences in adoption shyoww Eh: ir (10 Marks) packaging can conisibuite to the effectiveness of its total”. (20 Marks) oo ay ixchisive’ distribution strategies, wiih (40 Max Jenges that never existed in the past, sn be managed. (40 Marks). today faced with a mirige 0 @ how they HGATIONS CO TERWACATONS| 16 PART HLA C706 ABT Pn LK if me I anya | UNIVERSITY EXAMINE, SCHOOL OF BUSINES DEPARTMENT OF MOMAGERMETP BBM/BCOM/TOP REGULAR UNIT CODE: BBM1202 0 UNIT 71" 20 NOV, 202.2, 8.00ANM QUESTION . OWE E: INSTRUCTIONS: ANSWER QUESTION: S. very important in (6 Marks) lain why it explain when and why (4 Marks) am. important. role in 5 se skimming and penetr sxphain FOUR k (§ Mark res are impor ructure pution struct _o Di of distfibution chan yentation. (8 Marks) ry for effzctive market d) Explain Une requiremen out the (6 Mars cxor'a abiliigy £9 eat YX challenges Fain 0 plain any in the 2Jst ecntur)ie i Heng 1 CUNMAU, ihe Wn WW ALI MLPA‘ i “og | en QUESTION TWO . a) Define market ese: research proc hamid cliss the step involved in the marketing (10 Marks} b) With aid of a diagram explain the product life cycle highlighting the importance of each stage. (10 Maris) QUESTION THERE a) Bri i ag environmental variables clearly showing how: they affect the marketing manager's ability to achieve, marketing objectives. y (10 Marks) ‘uss the roar uumer products giving specific buying - : ef consumer goorls, ——_(10"Marks) b) Deseribe the classification of behavior associated with each cla: QUESTION FOUR . 2) Identify and explain the different stages of the buying process that a consumer goes througl. Support your answer with an example of your choice. (10 Marks) gmificant role in shaping consumer buying um, illustrale and discuss these categories. (10 Marks) b) Adopter categories behaviour. Using a QUESTION FIVE a) Product include goods, Explain to your Ir andl good, Services are unique and different from jend far him or her to understand the differences. (10 Marks) sepmentation (10 Mae ting Manages of X¥ Company. Explain thi couse to segrocat a market b) You are the Marth ables you civewsit UNIVERSITY EXAMINATION 2020/2023, SCHOOL OF BUSES DEPARTMENT AD ECOROMICS MANAGEMENT BEM/ BONN / RE PRINCIPLES OF MARKETING TON ONE 2) Explain the five- competing marketing cohce organization orientation toward the market place. pts) philosophies that guide the (LO Maris) :b} Identify and explain the major causes of new product failure. (5 Marks) «© Discuss the steps in buyer decision making process (5 Marks) + d) Mention i ) ? benefits of an organization jantiipitig ka taryet marketing, : : (5 Marks) ©) List the factors affecting pricing dcksion within a organization, (5 Marks) ae os laper ‘Two Page Lut weave net rat ina? | QUESTION TWO a) Highlight and explain the Factors affecting the consumer behavior ("0 Marks) 5) Analyze the internal marketing environment of a firm using a local example, ee hophiny fly fret thao tl. cede. A (ars) _ Annis weetuatn (fonts ( QUESTION THREE ) . . \ a) State and explain the promotion mix as used in marketing activities Using a lecal ~ example of a company. (10 Marks) b) Describe the process of new procuct development as one of the firm's development Strategy. (6 Marks) ~ ¢) Name and expiain the four phases of a praduct tife cycle due to the changes in the marketing environment. (4 Marks) QUESTION FOUR 1s) a) Name and explain the four types of the consumer behavior. (6 b) Discuss the major components thal constitute the Marketing Information Systems in a nrarketing firm. (19 Marks) ciltate Ue development of market segmentation, _ (5 Marks) ¢) Discuss the factors: that fa QUESTION Five Devens the we a) Name-and-explainrtie-t Irtypeas ot therconsumer be! mhehey ehenaals (5 Marks) SK Pats ethey ees Paves thee uss.the-major-componants-that-consticute the Marketing Information Systems ina. marketing firm. c) Discuss.the factors: The Cen me TR SL ern (Ween cae AAAs Ae wise, oteee'S. (5 Marks) be laneivertie Paper TwoLia is a7 UNIVERSITY EXAMINATIC cm an His dhs} ga wh on ON 2019/2020 SCHOOL OF BUSINESS &HD ECONOINCS © DEPARTMENT OF MANAG! BEM/ICON, . REGULALT UNIT CODE: BEMi202 unr irl eS MON - QUESTION ONE " DEC 2020 _8.00AM. SUPLs: ) Describe the class (ed with each class of consuiner 4 +b) By use of relevant examples in Kenya, cle: applied by fins at the introductory stage of ¢) Highlight the conditions under which the mat d) What is market segmentation? Identify the I basis for segmenting conspracr markuts? bee ake Ghat bem > ¥ QUESTION TWO +-{- a) “The terns ‘Selling’ and ‘Marketi tr manner, However, selling is merely st tip. 6 Comment, Brielly explain various functi - b) osteaty analyze six Factors t fee: ihe ic buying behaviour ods, He [10 Marks} pe two pricing strategies commonly new produc {5 Marks} hig concept can be applied. [5 Marks} | Segmentation and cask (10 Marks) aww didi dl jel. ae levols of ma ees - quent! the iceberg called as Mal ol M: proni sini PARTNERS AGL 2h2 ren iva QUESTION THREE 8) Explain various st Strategi isctiss possible Matkoting = for these siagas of PLC, of Distidution, Descrite various typos of Distibution Channels keting of Consumer Saods and Industrial Goods, ‘OUR 8) Discuss any five fay "19 Ihe tale of adoption of new Products, _ set | (10 Marks} - b) Discuss the live marketing management philosophic: “(10 Marks) - QUESTION Faye 2) You have been Simployed asa Markoling Mana Manufacturing company, st ay Products. What factors 9er of a newly formed. ment is to set up prices.tor the sider? (10 Marksy Your will you ») Distinguish betwoen Complex buying behavior and dissonance reducing buying |” behavior, (10 Marke} ne Paper OneAMOR POM IRO PARED baeger hans Mount Ke REGUL/ UNET CODE: BBM1202 unit asm APRIL, 2022 1 1,00) TION ONE AND ANY OTHER TWO ary differences between pro‘uction and sa firm involved in rxvsnfactrg,eestsonke supplies to firms mawuactaring (e}evislow and compute has decided to axtopt personal ers. The company calling. Describe six techniques used in nal selliing. (G Marks) hi wish Le pu a policy of “green ©) Explain five reasons Why @ firm re i (6 Marks) be the five stages 9 Iniying process: that rustomers nUIst gO through, pling anew product. (8 Marks) “ey Fxplain the criteria wsed Lo ae en segue? (6 Marks)MSiE ROS | ete VARTIER eine | Phe is launched, it undergoes a life cycle. Deseribe the ait Stayses of the Product life Cycle. ao Me b) SNOT analysis is regarded by mnanagers as a useful framewor teas Marketing planning. Critically assess the usefulness Sas for cant Chain of boutique hotels secking to expand in the « ertain marker conditions. Draw on appropriate © a QUESTION ‘THREE a) You are a marketing a ee Tanager of 2 company, and you are introducing a new oa ‘ket. You have wo perform a marketing research in order CaM Collect dete Net Hemaind. Explain any three methods by which you Cent Reeeseary for conducting your research, Explain tour (10 Marks) \ advantages associated with each method. b Hee ») Explain briefly how product planners need to think of produets sting on five levels. Give examples to sltustate your answer, (LO Markey). \ QUESTION FouR . \ You have recently been hired ws a marketing manager for a company represented in the East African veyion. You have noted that while the product has most of the benefits customers expect, the sales target are not met. You have realised that one of Uhe major concerns is channel conflicts Discuss with the management two types of channel conflict and suggest ways of dealing with the problem. (10 Marks) 2 a marketing manager has to take decision to determine that will help the organization mect its objectives. b) To be successft the strategies 1 ae Consequently, he depends heavily on information from the Marketing formation Syster2 (Nil : 7 Sao of the MKIS Components, and how the MKIS helps.to \ eae ine convert data from viese ponents into information for the — . convert data from Uiese comp ao A and other users. . marketing managerUniversity UNIVERSITY EXAMINATION 2023/2024 : SCHOOL OF BUSIM AND ECONOMICS i . . DEPARTMENT OF MANAGEMENT BBM/1iCOM REGULAR, * UNIT CODE: BBM1202 UIT PRINCIPLE OF MARKETING DATE: THUR 157! AUG, 2024 DOAN MAIN ER AUG, 2024 Z KAM. 7 TIME: 2 HOURS “INSTRUCTIONS: ANSWER QUESTION 07 > QUESTION ONE .- a) Describe the classification of CONSUMCY prods . * behaviour associated with each AND ANY OTHER TWO QUESTIONS ving specific buying of conswiner goods. (10 Marks) ; b) By use of relevant examples in Kenya, describe two pricing strategies commonly applied by firms at the intenducinry stage of a new product, (5 Marks) ¢) Highlight the Conditions under which the marketing concept can be applied. ' (5 Marks) 4) Define market segmentation anc explain the basis for segmenting consurner markets, (10 Marks) QUESTION TWO 2) Explain the importance of social media in modem marketing companies can effectively use social media to engage with cus and how tomers, (0 Marks)eo promotional mix and explain how sing strategy. (10 Marks) ont lemenis of thy to tae overall market b) Discuss the dific each element coniibute QUESTION THREI : a) Explain various stages of Produc: Hie Cyeke (PLC). Discuss po: ble Marketing Strategies for these sianes of PLC. (10 Marks) jescribe various types of Distribution and industrial (19 Marks) b) Define Channels of Distribution. Channels considered for Marketing of Consumer Goods Goods. QUESTION FOUR a) Discuss the companies can ley impact oF technological sdvancements on marketing and how rage technology t enhance their marketing efforts. . ~ (10 Marks) competing concepts under which firms conduct Briclly explain five of these concepts that are ° (LO Marks) b) There are seve marketing activiti operational in to world of bi QUESTION FIVE as a Marketing Manager of a newly formed a) You have been ernployed manufacturing company. Your first assignment is to set up prices for the products. What factors will you consider? (10 Marks) — yoloprient goes through a logical series of | ts final launch. Discuss the various (10 Marks) | ~ 5 of new product, cle idea to i b) The proc steps from inception of the: steps involved in the proc aiolt| avemaDUMNe [Ke UNIVERSITY EXAMINATION 202212024 SCHOOL OF BUSINESS AND ECONOMICS DEPARTMENT OF WANAGEMENY BBM/ BCOM/BECIBEITEIT REGULAR UNIT CODE: BBM1202 UNIT TITLE: PRINCIPLES OF MARKETING DATE: FRI 15"! DEC, 2023 2.00PM MAIM EXAM. TIME: 2HOURS INSTRUCTIONS: ANSWER QUESTION ONE AND. ANY OTHER TWO QUESTIONS QUESTION ONE a) Discuss four segmentation variables. /\s part of your explanation, utilizt "examples using companies you know of that have used (or are likely to be using) those variables to segment their markels. (10 Marks) relevant = +b) Make brief Aotes on the following concepts : * i) Diffcrentiated marketing. . (5 Marks) i) Doubtful positioning. (6 Marks) ii) Cognitive dissonance (5 Marks) iv)- Captive Product Pricing. (5 Marks) QUESTION TWO ~ a) Amanufacturer has four brand sponsorship options. Describe what they are. (10 Marks) pers of ! skeling channel perform. ibe the eight key functions that (10 Marks) b) Des QUESTION 1H a) The MD highlights the fact that cl insumption is very low in Kenya. As a consultant who has studied mark that consumer behaviour is affected by various factors. What would bo your advice to the MD in regard to what Paper OneMild be influencing Consumer behaviour in this market? Raise three Points, ang’ each point raiser, recommend to the MD what he should do in order to increase SeASUMptION of chicken in thig tarket (10 Marksy b) A company's marketing communications mix-also called its promotion mix-blends five different too » Name and define these tools, “(10 Marks) QUESTION FOUR a) Keroche Company has just fauncheda new brand, ‘Summit’. They are however &xperiencing probleing with distributors, who preter to distribute and sell EABL Ploducts, Using examples, give three "ecommendations to Keroche Managers on. What they can do to encourage their channel members (distributors) to accept to Sell their produc e. (10 Marks) b) Identity ang explain sever ‘alions in which price cuts or Price increases might - i be Necessary, (10 Marks) QUESTION FIVE a) Explain the importance of underste identify the 5 core-marketing cones ‘ding customer and the Market place, and of (10 Marks) : 5) Organizations today ti Hany challenges as a result of factors in theit externiat and intemal environments, Explain three challenges that were faced by Kenchigin. this case, clearly Showing which environmental factors Caused those challenges, (10 Marks)de 7” J MUHICAne 4 f LE LEANING Pantie, CL 0706 4g; 12 UNIVERStry EXAMINATION 2018/2019 SCHOOL oF BUSINI ESS AND. ECONOMICS DEPARTMENT OF MANAGEMENT BBM/BCOM/BEIT REGULAR UNIT CODE: BBM1202 UNIT TITLE: PRINCIPLES OF MARKETING DATE: ; 24” APRIL, 2019 8.00AM ___ MAIN EXAM TIME: 2 HOURS UC TIONS - ‘ ‘QUESTION ONE AND ANY OTUER TWO QUESTIONS +; 1. & Describe the dlassification of cons umner products giving specific buying “behaviour associated with each cla: 83 of consumer foods, (10; Marks) * b) "By. use Of relevant examples in Kenya, describe two pricing’ strategies + “commonly applied by firms at the introductory stage of anew sroduct. i(S Marks) ©) Highlight the” conditions under which the marketing ¢o:ncept can be applied. (5 Marks) @) What is market segmenta Tdentify the levels of marketing segmentation and basis for segmenting consumer mark/2ts? (10 Marks) 2 a) “The terms ‘Selling’ and ‘Marketing’ ave frequet = interchangeable manner. However, selling is merely a stip of the iccberg called as Marketing.” Comment. Briefly explain varic Us functions of Marketing, (10 Marks) ny useé Lin an Paper Ninew uw a) Explain various stages of P . a) Discuss any fiv _ a) You have been eroployed nae cnt conamlen HOH yen Learn i DANFAR SonicOS youn Ute RNING PARTNER TEL: 0706 agi 292 pb) Critically analyze six Factors that affect the promotion mix. (10 Marks) ycle (PLC). Discuss possible (10 Marks) oduct Life Cy stages of PLC. Marketing Strategies for ihese arious types of Distribution s and Industrial (10 Marks) cribe V Distribution. Des ¢ Consumer Good: b) Define Channels of for Marketing: © Channels considere Goods. ve factors influencing, the cate of adoption of new prod . © (OMarks) = p) Discuss the five marketing managerment philosophies. (10 Marks) newly formed up prices for the (0 Majks) aga Marketing Manager of a ignment is to se’ sider? manufacturing compaciy. Your first products. What factors will you €0 plex buying behavior and dissonarce rediacing- AA Meee CAREERS; b) Distinguish between. com i -» puying behavior. \aabove ave being affected as they move , ile cycle of the product. along the life cycle o! ae : : , er behaviour. b) Discuss the internal (psychological factors) influencing consumer more) HG aMount Kenya () University UNIVERSITY EXAMINATION 202412026 SCHOOL OF BUSINESS AND ECONOMICS DEPARTMENT OF MANAGEMENT BEM/BCOMIDITIDOPIBECSIBSCIT REGULAR UNIT CODE: BBM1202 UNIT TITLE: PRINCIPLES OF MARKETING DATE: RI 20" DEC, 2024 2:00PM MAI AW TIME: 2 HOURS + INSTRUCTIONS: ANSWER ALL QUESTIONS IM § STION A AND ANY OTHER TWO IN SECTION B SECTION A: QUESTION ONE a) Outline five limitations of segmenting marke! jeographically. (5 Marks) b) Benta Limited uses advertising to promote its procucts. Explain five reasons for choosing this promotion strategy. (10 Marks) ¢) Highlight five factors that may hinder organizations from developing new produots. (5 Marks) d) Describe five advantages of adopting the selling concept as part of a firm's marketing strategy. (6 Marks) e) Outline five objectives that a good packaging design should achieve. (5 Marks) SECTION B: QUESTION TWO a) Explain five instances when a firm may decide to increase the prices of its products. (10 Marks) b) Explain five factors that may affect the rate of adoption of innovations in the marke. (10 Marks) er-One Page 1(suew ot) “anoaiqo Buroyid bse jeans ydope Kew wy vu sagueysunana eay uleidxy (q (SEW OL) — quawuonua Ue Yons UI GugeIedo Woy sanuEp WUY aU YEU Swyauag any Ureidx3 quaWUOsAUE aICeys Ajjonyoc Bu SOPeAsdlo PAW] Wha (e Ald NOLLSAND (syew o1) “xi Buneyyew 81 Guubisep voy suo|sap suuy © oauENyU! ABLU JEU) Su0}De) any UleIdxy (q (suew o1) jowoud Jonpoid U} 9sn o} eIpaU Jo adh 24) Buypotos way Jepisu0d few HoNezIWeb0 ue jeu) suO}Dey any UIE e uNoJ NOLLSaND (sew o1) ‘ABayeNS San Gujsn Aq snowy ew wy 41 Ie) 81509 ORY aLMINO “soyeUL ye6.e} St 9409S 01 ABoeH)s @Besenoo jayveW poremvos2yyp ean soen poy eBung, (q (sey o1) jaUUEYD Yons Bush Woy 2 SAY euINNO “sjouuLYD yoaupu) GuIsn sjonpord Aew wuy ayy jeyp ‘SUOREyLUI SANUS paywey joy, (e 7 SAMHL NOLLSAND.ACOSTA pay HHiMG Hay iL A itkaad Ui AGL rm Ul NIVERSUTY pxanomarion 2024/2025 8c peau OF BUSINESS AND ECONOMICS EPARTMENT OF MANAGEMENT BEM /BCOM/BIT/ BOP REGULAR vMiT : CODE: BBM1202 UNIT TTL: PRIVCIYLES OF MARKETING UE aaa 2025 _ 8.00AT MAT BAAIT ‘TIME: 2 HOURS )¢ 0 iisteveno: Ane ts o : > ANY OTHER TWO : QUESTIONS _ QUESTION omm a) Examine the evolution of marketing, philosophies marketers. and its implication to (6 Marks) cal, service and (6 Marks) b) A product, has three levels which are 9 bundle of ph symbolic attributes. Explain. xy brand. Identify tion channels by (6 Marks) ¢). Product distribution is fundamental to the -the factors, that influence the choice of organizations like Coca-Cola. lion inst lool: at in evaluating its (6 Marks) d) Discuss four factors that an ot market segments. (6 Marks) c) Describe the four P’s of marketing, mix Question TWO iclp of relevant examples. a) Explain the consumer behavior pte (10 Marks) b) Analyze four factors that influence the pricing of products in Kenya. ; (10 Marks) Page 1 ‘Paper ThreeQUESTION THREE a) Identify the justifications of conducting market research for by (12 Markey b) Deseribe the four characteris 1 servi (8 Marks) QUESTION Four a) Mhustrate the proce of new product development with relevant examples. (10 Marks} b) Identify the main information nents har constitute the framework for the mark: tem for an’organiccuion, (10 Marks) QUESTION FIVE a) Consumer Outli gp throngh five stay e the five stay ia the proce: of adopting new products. (10 Marks) (10 Marks) © Hein the steps involved in personal s Paper ThreeUniversity Mount Kenya | UNIVERSITY EXAMINATION 2022/2023 SCHOOL OF BUSINESS AMD ECONOMICS _ DEPARTMENT OF MANAGEMENT BBM/BCOM/BOP/NIMOA/LECE/BEC REGULAR UNIT CODE; BBIMMi202 UNC THEE: PRINCIPLES OF MARKETING DATE: WED 79" APRIL, 2023 8.00AM MAINE TIM 2 HOURS INSTRUCTIONS: ANSWER QUESTION ONE AND ANY OTHER TWO _ QUESTION ONE a) Mo organisation operates ina vacuum. It is su'yject to the environment in which it ‘is functioning what are the two main companents of that environment, explain each component clearly and what arr: their main differences, (6 Marks) _b) Explain the difference between product concept and a production concept. Support your answer with an example of earch. (6 Marks) ©) Explain the reasons contributing to new product development by organisations (6 Marks) d) The marketing mix is the combination of elements used by a business to enable it to mect the needs and expectations of customers. When applied to the services sector, the extended marketing mix (3P"s) is used. Describe these 3P"s of the marketing mix in the context of a hotel (6 Marks) oe ae cnn od = Paper One Page 1kent CORT ayy 1 YOUR LEARNING Pannen : . SRO AGL # the FIVE (5) main consumer buying roles. (6 Marks) €) By uted of relevant examples, «li Question Two a) We have to accept that no price can be set up in isolation as it will depend on multiple variables, Discuss some influences on pricing decisions. (10 Marks) 5) Advise a company ol your choice on Specific factors to consider when choosing channel members (10 Marks) QUESTION TH Sa 2) Wilh reference to a puuchasedt you male recently. Explain the major steps in the buyer decision proc (10 Marks) van) b) Identity and aliscuss tthicalis-urs that keep on coming up as companies engage al in various marketing practices, (10 Marks) QUESTION FouR . 8) By stating at least one advantage aril cisadvantage of each, discuss the five elements of promotion tix, (10 Marks) . 5) Discuss how a change in one variable element in the marketing mix would affect \ all other variables: (10 Marks)” | QUESTION FIVE Progresses long its life cycle from intoduction until its decline, i has various | 2) The Product Life Cycle (PLC) is an important tool used by marketers, Asa product "|"; implications on many factors of the marketing plan, suich as marketing objectives, | sales, costs, profits, customers, Competitors, product, price, distribution, advertising, sales promotion among olliers, Explain your understanating ofthe PLC concept with the aid of a cagram using an example of a tocal product, anc! Explain how the eleven factors mentioned