Principles of Marketing (MKTC2101)
Higher Institute of Commerce and Management (HICM)
Semester: First Semester
Level: 200
Year: 2018
HICM- UBa MARKETING DEPARTMENT. MKTC201: PRICINCIPLEOFMARKETING TEST
FOR 2017/2018 ACADEMIC YEAR. 17
TH
FEBRUARY 2018 Proposed by Tiambou Apollin Time:
1: 30
1. Explain the reasons why Peter Drucker said there is only one valid definition of business
purpose. To create a customer. (3marks)
2. Define micro-marketing and macro-marketing. (4marks)
3. List and explain the steps of the marketing plan. (6marks)
4. How could an organization respond to environmental forces? (4marks)
5. Describe the four general types of competitive structure? (6marks)
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)
GOOD LUCK!!!
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