PROGRAMME COHORT

BSc (Hons) Human Resource BHRM/14B/FT

Management

BSc (Hons) Accounting with BACF/14B/FT

Finance
Examinations for Academic Year 2014 – 2015

Semester II / Academic Year 2015 Semester I

MODULE: INTRODUCTION TO MARKETING
MODULE CODE: MKTG 1101

Duration: 2 Hours 15 Minutes

Instructions to Candidates:

1. This question paper consists of Section A and Section B.

2. Section A is compulsory.
3. Answer any two questions from Section B.
4. Always start a new question on a fresh page.
5. Total Marks: 100
This Question Paper is printed on BOTH SIDES.

This Question Paper Contains 4 questions and 3 pages.

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 SECTION A: COMPULSORY

QUESTION 1: (40 MARKS)

Assume you work in the Marketing department of Apple and the company will
soon be launching the new Iphone 6. As a marketer, you are aware that you
cannot appeal to all buyers in the market because they are too numerous, too
widely scattered and too varied in terms of their needs and buying habits.
Apple thus needs to practice market segmentation, target marketing and
market positioning.

(a) Describe the concepts of market segmentation, target marketing and market
positioning. (6 + 5 + 5 marks)

(b) Using the example of Apple above, explain how demographic segmentation
and psychographic segmentation can help the company properly segment the cell
phone market. (6 + 6 marks)

(c) What are the 4P’s of the marketing mix? Briefly explain each with regards to the
Apple case. (4 x 3 marks)
.

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 SECTION B: ANSWER ANY 2 QUESTIONS

QUESTION 2: (30 MARKS)

To what extent can the marketing concept guarantee business success in today’s
highly competitive business environment?

QUESTION 3: (30 MARKS)

Using examples and illustrations, elaborate on the stages of consumer buying

process and its influences.

QUESTION 4: (30 MARKS)

The product life cycle concept has often been described as not being a useful
marketing planning tool.

Explain the concept of the product life cycle ad discuss the various marketing
strategies which should be adopted in the different stages of a product’s life.

***END OF QUESTION PAPER***

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