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PAM621S - PRICIPLES OF AGRIBUSINESS MARKETING - 2ND OPP - NOV 2024 |
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n Am I BI A u n IVER s I TY
OF SCIEnCE Ano TECHnOLOGY
FACULTYOF HEALTH,NATURALRESOURCESAND APPLIEDSCIENCES
SCHOOLOF AGRICULTUREAND NATURALRESOURCESSCIENCES
DEPARTMENTOF AGRICULTURALSCIENCESAND AGRIBUSINESS
QUALIFICATIONS:BACHELOROF SCIENCEIN AGRICULTURE
QUALIFICATIONCODE: 07BAGA
COURSECODE: PAM 621S
DATE: JANUARY 2025
LEVEL: 7
COURSENAME: PRINCIPLESOF AGRIBUSINESS
MARKETING
PAPER:2
DURATION: 3 HOURS
MARKS: 100
EXAMINER:
MODERATOR:
SECONDEXAMINATION QUESTION PAPER
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 QUESTION PAPERCONSISTSOF 2 PAGES
(ExcludingThis Front Page)
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Question 1
(a) Explain with two points, how seasonality influences the marketing of agricultural
produces in your farming areas?
[4]
(b) Discuss the first three steps you need to consider as a marketer when arriving at a new
marketing place?
[6]
(c) Discussthree methods marketers conduct to understand and know what customers
need.
[6]
(d) "Companies must design effective marketing information systems". Explain with two
points, how the marketing information systems can be used to the advantage of marketing in
any business?
[4]
Sub-Total Marks: [20)
Question 2
(a) "Seasonality is one of the factors that influence production and pricing of the agricultural
commodities". Explain how seasonality influences the following in your area in addition
explain the strategies that you implement to maximize seasonality to your advantage as a
farmer in each case.
[6]
(i) Fruit's price
(ii) Livestock production
(iii) (b) "The current marketing landscape is chaotic than before" Discuss four factors that
influence the current and future marketing landscape.
[8]
(c) Explain with three points, how post-purchase experience of the customer is building a
profitable relationship with a product brand?
[6]
Sub-Total Marks: [20)
Question 3
(a) "Imagine your company is forced to downsize". Discusstwo possible ways that can force a
company to downsize?
[4]
(b) "When developing a new product, a company goes through vigorous process". Explain with
two points, how external idea sources become a good source in a product development
process?
[4]
(c) Discussthe differences between market segmentation and market differentiation
(d) Discuss with two points the significance and importance of market research to any
agribusiness.
[4]
(e) Explain the difference in nature and characteristics of the following marketing
services.
[4]
i.
Service intangibility
ii.
Service inseparability
Sub-Total Marks: [20)
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Question 4
(a) With three points discuss the characteristics of a good brand
[6]
(b) Discusstwo important considerations that a firm needs to be aware of when setting
product prices
[4]
(c) Explain with two points why cutting products' price in agribusiness is not considered to be
the best action
[4]
(d) Discuss with three points what make the price the special component among other
marketing mix components?
[6]
Sub-Total Marks: [20)
Question 5
(a) Explain with two points why pricing structure of agribusiness commodities need to change
over time
[4]
(b) "Many firms that invent new products set high initial prices to skim revenues layer by layer
from the market". With at least three points, discuss the conditions for market skimming
pricing?
[6]
(c) Discussthree possible action a firm can take when competitor change the price?
[6]
(d) Discusswith two points the role marketing intermediaries play in the marketing
Channels of agricultural commodities?
[4]
Sub-Total Marks: [20)
Grand -Total [100)
End!
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