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MASINDE MULIRO UNIVERSITY OF SCIENCE AND TECHNOLOGY
SCHOOL OF BUSINESS AND ECONOMICS
(MAIN CAMPUS)
UNIVERSITY EXAMINATIONS (SPECIAL)
2021/2022 ACADEMIC YEAR
SECOND YEAR, THIRD TRIMESTER
FOR THE DEGREE
oF
BACHELOR OF COMMERCE
COURSE CODE: BCB 202
COURSE TITLE: PRINCIPLES OF MARKETING
DATE: THURSDAY, 287 JULY 2022 10 - 10:00AM
INSTRUCTIONS 6 CANDIDATES
Answer QUESTION ONE and any other Two
TIME: 2 Hours Part A: Compulsory
Ans and any other THREE questions
r
)UESTION ONE
a) Define the following terms
i) Marketing environment (2 Marks)
ii) Product positioning (2 Marks)
iii) Brand (2 Marks)
iv) Marketing (2 Marks)
v) Decision making unit (2 Marks)
b) A product just like a human being goes through some stages from birth to death. Discuss some
the criticisms levelled against the product life cycle concept (10 Marks)
) Marketers need to know which people are involved in the buying decision and the role each
play, Most buying situations have participants. Discuss (10 Marks)
PARTB
Question Two
a) As markets become more competitive, the traditional bases of segmentation are increasingly
proving to be inadequate, Making reference to examples, Identify factors that should be taken into
account in developing an effective segmentation strategy in competitive markets.(10marks)
b) Marketing, just like any human being has passed through a number of orientations. Discuss its
evolution giving relevant features at each stage (10marks)
Question Three
4) Using a well labeled diagrams distinguish between the Boston Consulting Group (BCG) and
General Electric (GE) Matrices as alternative existing products management frameworks and
explain which between the two is superior model.(10 marks)
b) The precise choice of a distribution system is influenced by a number of factors. Discuss (10
Marks) Question Four
a) Because of the unique challenges that services face, the approach adopted in their marketing is
usually different. Discuss on the features that distinguish services from goods, challenges brought
about by such characteristies and appropriate tactics of addressing them.(10 Marks)
b) Price is a quantification of the value exchanged between the marketer and the customer which
facilitates the closure of exchange transaction. Discuss various factors that influence pricing
decisions.(10 Marks)
Question Five
5a) Sellers have motivation for the use of distribution strategies; explain the distribution strategies
used by a marketer in the quest of achieving his/her target goals and objectives.
(10mks)
b) A consumer purchase is not just an abrupt action but a series of activities that precedes the actual
purchase and even continues after the purchase. Discuss the consumer decision process.
(10mks)
