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IME411C-INTRODUCTION TO MARKETING AND ENVIRMENT-2ND OPP- JAN 2025 |
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nAmlBIA
unlVERSITY
0 F SCIEnCE Ano
TECHnOLOGY
HP-GSB
HAROLD PUPKEWITZ
GriJduiJteSchoolof Business
FACULTY OF COMMERCE; HUMAN SCIENCES AND EDUCATION
HAROLD PUPKEWITZ GRADUATE SCHOOL OF BUSINESS
QUALIFICATION: DIPLOMA IN BUSINESS PROCESSMANAGEMENT
QUALIFICATION CODE: 06DBPM
LEVEL: 6
COURSE CODE: IMESllC
COURSE NAME: INTRODUCTION TO MARKETING AND
ITS ENVIRONMENT
SESSION: JANUARY 2025
PAPER: THEORY
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DURATION: 3 HOURS
MARKS: 100
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EXAMINER(S}
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
Dr. Gloria Veindira Karita
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MODERATOR: Mr John-Grafft Ndungaua
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INSTRUCTIONS
1. This paper consists of EIGHT (8) questions
2. Answer ALL questions
3. Write as legible as possible, and as precise as possible
4. Read each question carefully
5. Allocate your time appropriately
PERMISSIBLE MATERIALS
1. Examination paper
2. Examination script
THIS QUESTION PAPER CONSISTS OF 2 PAGES (Including this front page)
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QUESTION 1
(5 MARl<S)
In your own words, explain (define) what you understand by marketing - provide relevant
examples.
QUESTION 2
(10 marks)
Deceptive practices by marketers may occur in various way. With relevant examples, discuss
the three main areas that these practices may occur.
QUESTION 3
(10 marks)
Marketing information system {MIS) is used to assess information needs, develop the needed
information, and help decision makers use the information to generate customer and market
insights. A good MIS balances users' information desires against what they need and what is
feasible to offer. There are three key sources of marketing information - name and discuss
them, using relevant examples.
QUESTION 4
(15 mark)
List and discuss five (5) types of customer markets that a company may target.
QUESTION 5
(15 Marks)
Adoption is the mental process through which a consumer passes from first learning about an
innovation to final adoption. Discuss each step of the adoption process in relation to any FMCG
of your choice.
QUESTION 6
(15 Marks)
With relevant examples, name and discuss 5 business areas (scope) in which marketers can
conduct marketing research.
QUESTION 7
(15 marks)
With relevant examples discuss the four main steps of the marketing research process.
QUESTION 8
(15 Marks)
Products can be classified according to their degree of immediate consumer satisfaction and
long run consumer benefit. List and explain these classifications.
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