Principles and practice of Marketing July 2016 Past Paper – KNEC Diploma

Principles and practice of Marketing July 2016 Past Examination Question Paper – KNEC

This Past Paper examination was examined by the Kenya National Examination Council (KNEC) and it applies to the following courses:

  • Diploma in Supply Chain Management

  • Diploma in Investment Management

  • Diploma in Maritime Transport Logistics

Note: To easily navigate through the KNEC Past Examination Paper Pdf below, Mobile phone users are advised to use Mozilla or Chrome browsers








THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN SUPPLY CHAIN MANAGEMENT
DIPLOMA IN INVESTMENT MANAGEMENT
DIPLOMA IN MARITIME TRANSPORT LOGISTICS
MODULE II
PRINCIPLES AND PRACTICE OF MARKETING
July 2016
Time: 3 hours

1. a) Explain five ways in which satisfied customers contribute to a firm’s success. (10 marks)
(b) Wholesalers perform important roles in distribution of products. However, some manufacturers are opting to bypass them. Explain five possible reasons for doing this. (10 marks)

2. (a) Debe Limited is in the process of introducing a new product in the market. Explain six factors that may affect the product adoption rate. (12 marks)
(b) Describe four activities performed by retailers in the physical distribution of goods. (8 marks)

3. (a) Explain six marketing goals which a firm may aim at achieving through its marketing activities. (12 marks)
(b) Joe’s Limited is a new firm that intends to set prices of its products. Explain four pricing objectives that the firm may plan to achieve. (8 marks)

4. (a) Trends Limited, a marketing firm has invested a lot of resources in Information Communication Technology. Explain six reasons for making such an investment. (12 marks)
(b) Jere Limited intends to reward its customers by offering them discounts. Describe four such discounts. (8 marks)

5. (a) Explain five challenges which a firm may face due to dissatisfied customers. (10 marks)
(b) Seme Limited is planning to segment its market. Describe five features which the suitable segment(s) should posses in order to be targeted. (10 marks)

6. (a) Explain six ways in which the political-legal environment may affect a firm’s marketing operations. (12 marks)
(b) Describe four prevailing market conditions which may contribute to modification of product prices by a firm. (8 marks)

7. (a) Explain five reasons why marketing managers should study consumer behaviour. (10 marks)
(b) Explain five benefits that a firm derives from packaging its products appropriately. (10 marks)

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