Principles of Marketing (MKTC101)

Higher Institute of Commerce and Management (HICM)

Semester: First Semester

Level: 200

Year: 2015

Answers (200 )
REPUBLIC OF CAMEROON REPUBLIQUE DU CAMEROUN
Peace-Work-Fatherland Paix-Travail-Patrie
THE UNIVERSITY OF BAMENDA
UNIVERSITE DE BAMENDA
HIGHER INSTITUTE OF COMMERCE HIGHER INSTITUTE OF
COMMERCE
AND MANAGEMENT AND MANAGEMENT
P.O. Box 64 Bambili
PART I: MARKETING AND ITS ENVIRONMENT (10 marks)
1-
Define Marketing according to American Marketing Association (1 mk)
2-
What are the steps of marketing process. (2.5 marks)
3-
What tradeoffs might a company have to make to be socially responsible and responsive to Society’s
demands.(2.5mks)
4-
Explain what a SWOT analysis involves. Develop a SWOT analysis for a connected mobile telephone
company In your community (4 marks)
PART II: UNDERSTANDING BUYERS AND MARKETS (8 marks)
5-
A firm acquires five hundred (500) customers with an acquisition cost per customer of 120.By using
Gupta and Lehmann approach (over a 6-year period), and also by using the data in the table below,
Calculate:(5mks)
•
The margin per customer
•
The total cost or total profit
•
The present value
•
The customer lifetime value and the net customer lifetime value.
•
Discount rate=13% Table: A hypothetical example to Illustrate customer lifetime value
6-
Outline the three pychological tools that shape perception(3mks)
PART III: INTRODUCTION TO MARKETING MIX (17marks)
7-
Name and examine three categories of busines products. (3marks)
8-
Describe the functions that a package can perform. How does branding benefit consumers and
marketers.?(3mks)
9-
Choose one stage of the product life cycle (PLC), give its characteristics, objectives and strategies
(3mks)
10-
What Is differential pricing? In what ways can It be achieved?(2mks)
11-
For what type of products would price skimming be most appropriate.(1.5mks)
12-
What is communication? Describe the communication process.(2.5mks)
13-
Decribe the major functions of marketing channels(2mk$)
Module Title Principles of Marketing
Level 100
Course code MKT C101
Exam Type
Exam
Lecturer
Mr Tiambou ApoIlin
Session
February 2014
Date
19
February 2014
Instruction
Answer all questions
Time allowed 3hours
YearO
Yearl
Year2
Year3
Year4
Years
Year 6
Number of customers
500
480
440
400
375
360
330
Revenue per customer
250
255
260 260
270
275
Variable cost per customer
140
150
155
160
170
180
Margin per customer
? ?
?
?
?
Acquisition cost per customer 120
Total cost or profit ? ? ? ? ? ?
Present value
?
?
?
?
? ?
www.schoolfaqs.net