Principles of Marketing (MKTC2101)
Higher Institute of Commerce and Management (HICM)
Semester: First Semester
Level: 200
Year: 2018
REPUBLIC OF CAMEROON REPUBLIQUE DU CAMEROON
Peace --work- Fatherland Paix-Travail- Patrie
THE UNIVERSITY OF BAMENDA UNIVERSITE DE BAMENDA
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Higher institute of commerce and Management (HICM) Institute superieur de commerce et de Management
Bambili- Bamenda
MARKETING DEPARTMENT
Module Title PRINCIPLE OF MARKETING
Level 100
Course code MKTC 2201
Exam Type RESIT EXAMINANTION
Lecturer Tiambou Apollin
Session September 2018
Date 10
th
September 2018
Time allowed 1h 30
Instructions Attempt all questions
PART I: MARKETING AND ITS ENVIROMENT (28 MARKS)
1- Debate on this statement: Marketing is all about selling. (3marks)
2- List and explain briefly the steps of the marketing process. (5marks)
3- How does addressability differentiate e-marketing from traditional marketing environment?(4
marks)
4- Describe the four general types of competitive structure? (6marks)
5- How does e-marketing facilitate customer relationship management? (3marks)
6- The economy of the country in which WIMCO LTD wants to establish its business is under
dramatic recession. Its managing director seeks your consultancy as expert in Marketing about
the future of the types of products WIMCO LTD intends to offer to the market Actually
WIMCO LTD Intends to supply the various products: Entertainments and Vacations* products.
As an expert in marketing:
A) Is it the convenience period to enter the market with these products? Explain your answer.
(4marks)
B) What should be done to make these products successful despite the recession cycle? (3marks)
PART II: UNDERSTANDING BUYERS AND MARKETS (7 marks)
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7- Define Income, disposable income, and discretionary income. How does each type of income
affect consumer buying power? (7 marks)
8- Explain the recession cycle? ( 3 marks)
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