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<=KNEC Diploma in Human Resource Management Module II Principles and Practice of Marketing past paper November 2015
Highlight the ways in which the reference group of a consumer may exert influence on the consumer’s behaviors.
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Questions List:
1. Highlight the primary objectives of marketing as a function in an organisation.
2. There are certain features that distinguish organizational markets from consumer markets. Outline these features.
3. One of the determinants of the values attached to a product is its quality. Explain the product aspects that define such quality.
4. Outline the changes in the economic environment of a country that can negatively affect the marketing efforts of a firm.
5. Describe the steps that the marketing manager should follow when positioning a product.
6. Highlight the ways in which the reference group of a consumer may exert influence on the consumer’s behaviors.
7. One member of the marketing channel is the agent middleman. Describe the features that define this member.
8. Highlight the possible areas of concern by customers that a marketing manager should address when designing a firm’s service support programme.
9. Macho manufacturing Ltd has noted an increased level of conflict among members of its distribution channel. Highlight the measures that the firm should take in order to minimize this level of conflict.
10. Explain the measures that a firm may take in order to enhance its relationship with a customer.
11. Explain the ways in which a marketer would exercise discriminatory pricing for his products.
12. Benya manufacturers Ltd has decided to offer incentives to its channel members as a form of trade promotion. Highlight the reasons that may have led to this move by manufacturer.
13. Outline the factors that may lead to a perceived service delivery gaps in an organization.
14. Describe the stage through which an adopter of new products would be expected to go through.
1. Highlight the primary objectives of marketing as a function in an organisation.
2. There are certain features that distinguish organizational markets from consumer markets. Outline these features.
3. One of the determinants of the values attached to a product is its quality. Explain the product aspects that define such quality.
4. Outline the changes in the economic environment of a country that can negatively affect the marketing efforts of a firm.
5. Describe the steps that the marketing manager should follow when positioning a product.
6. Highlight the ways in which the reference group of a consumer may exert influence on the consumer’s behaviors.
7. One member of the marketing channel is the agent middleman. Describe the features that define this member.
8. Highlight the possible areas of concern by customers that a marketing manager should address when designing a firm’s service support programme.
9. Macho manufacturing Ltd has noted an increased level of conflict among members of its distribution channel. Highlight the measures that the firm should take in order to minimize this level of conflict.
10. Explain the measures that a firm may take in order to enhance its relationship with a customer.
11. Explain the ways in which a marketer would exercise discriminatory pricing for his products.
12. Benya manufacturers Ltd has decided to offer incentives to its channel members as a form of trade promotion. Highlight the reasons that may have led to this move by manufacturer.
13. Outline the factors that may lead to a perceived service delivery gaps in an organization.
14. Describe the stage through which an adopter of new products would be expected to go through.
