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PAM621S - PRICIPLES OF AGRIBUSINESS MARKETING - 1ST OPP - NOV 2024 |
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nAmI BI AunIVER s ITY
OF SCIEnCE Ano TECHnOLOGY
FACULTYOF HEALTH,NATURALRESOURCESAND APPLIEDSCIENCES
SCHOOLOF AGRICULTUREAND NATURALRESOURCESSCIENCES
DEPARTMENTOF AGRICULTURALSCIENCESAND AGRIBUSINESS
QUALIFICATIONS:BACHELOROF SCIENCEIN AGRICULTURE
QUALIFICATIONCODE: 07BAGA
COURSECODE:PAM 621S
DATE: NOVEMBER 2024
LEVEL: 7
COURSENAME: PRINCIPLESOF AGRIBUSINESS
MARKETING
PAPER:1
DURATION: 3 HOURS
MARKS: 100
EXAMINER:
MODERATOR:
FIRSTOPPORTUNITYEXAMINATION QUESTIONPAPER
DR. TEOFILUSSHIIMI
MR. SALOMO MBAI
INSTRUCTIONS
1. Answer all the questions.
2. Write neatly and clearly.
3. Mark all answers clearly with their respective question numbers.
4. All written work MUST be done in blue or black ink.
5. No books, notes and other additional aids are allowed.
PERMISSIBLEMATERIALS
1. Calculator
2. Examination paper
3. Examination script
THIS QUESTIONPAPERCONSISTSOF 2 PAGES
(ExcludingThis Front Page)
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Question 1
{a)Differentiate the marketing concept from selling concept. Mention at least two points. [4]
{b) Discussfour strategies that you can implement to enjoy better prices in the marketing of
agricultural products.
[4]
{c) Explain how you retain your customers when marketing a product/brand.
[2]
{d) As an agribusiness manager, how do you manage your customer relationship in a profitable
way?
[2]
{e) Explain with two points, why it is important for the firm/company to have the market
divided into segments.
[4]
{f) Explain how the explosive growth in digital technology has fundamentally changed the way
we do the marketing of agricultural products.
[4]
Sub-Total Marks: [20]
Question 2
{a) "Assume you are an agribusiness manager, and you would want to understand how your
neighbor successfully marketing his/her products that are similar to your products". With
three points, explain how you will "couch" the head of marketing intelligence to monitor
neighbour's marketing activities?
[6]
{b) As a marketer, explain with two points why is it important to understand the needs, wants,
and demands of your buyers?
[4]
{c) "Assume you are a Board Member of a newly established tomatoes sauce company in
Namibia". With three points, explain how you advise other Board Members on how the
company can create value for the customer.
[6]
{d) Explain with two points, why customer relationship management is an important concept
in modern marketing?
[4]
Sub-Total Marks: [20]
Question 3
{a) "When designing a winning marketing strategy {WMS), there are two important questions
that you need to consider," Mention two questions that you need to ask yourself when
designing WMS.
[2]
{b) "Assume you are a Board Member of a newly established poultry company in Namibia".
Discussany three strategies you will recommend to the company to penetrate the market and
establish its ground/market share.
[6]
{c) Explain with two points why it is necessary for all major functional departments to
collaborate with the marketing department?
[4]
{d) Discuss the integrated marketing mix with special focus on the four marketing Ps, and
further elaborate on how the four Pstranslating into the four As.
[8]
Sub-Total Marks: [20]
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r
Question 4
(a) "Market segmentation is a strategy of dividing market into distinct groups of buyers with
different needs, characteristic or behaviours". Discuss with three points, when is the market
segment is considered less attractive?
[6]
(b) Discussthree steps that need to be followed when differentiating and positioning the
brand.
[6]
(c) Discusswith two points, what makes concentrated marketing more attractive.
[4]
(d) "Engaging business buyers with digital and social marketing has changed the face of the
business-to-business buying and marketing process". Discuss the benefit of e-procurement
with at least two points.
[4]
Sub-Total Marks: [20]
Question 5
(a) With at least two points, explain why a business cannot appeal to all buyers in the
marketplace.
[4]
(b) "The brand is a name, term, sign, symbol or design or combination of these that identifies
the makers or seller of a product or service". Discuss three points, what make the brand so
special?
[6]
(c) Discusswith four points, the function of packaging beyond holds and protect.
[4]
(d) "Distribution channels are complex behavioural systems in which people and companies
interact to accomplish individual, company, and channel goals". Discussfactors that influence
the marketing channel objectives.
[6]
Sub- Total Marks: [20]
Grand - Total [100]
End!
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