Harambee University

Department: Marketing and sales management

UC: understanding and undertake marketing activities
Level: II
Year of entry: 2022
EXAMINATION

Name__________________________________________________________ID_____________

Part I: CHOOSE THE BEST ANSWER

1. A discipline which is the process of planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational goals
A. marketing
B. management
C. accounting
D. human resource
2. wants for specific products that are backed up by an ability and willingness to buy them
A. want
B. need
C. desire
D. all
3. the goals of marketing is
A. To attract new customer by promising superior value, and to keep current customers by
delivering satisfaction.
B. only to get profit
C. Just to buy or selling something
D. none
4. The amount of money that customers have to pay for the product.
A. product
B. price
C. Place
D. Promotion

5. The process of taking the total, heterogeneous market for a product and dividing it into
several submarkets or segments, each of which tends to be homogeneous in all significance.
A. Market segmentation
B. Target market
C. Positioning
D. Marketing mix
6. Anything that can be offered to a market for attention, acquisition, use or consumption thai
might satisfy a want or need.
A. product
E. price
F. Place
G. Promotion
7. Activities that communicate the product or service and its 'merits to target customers and
persuade them to buy
A. product
B. price
C. Place
D. Promotion
8. Which one is not the characteristics product
A. quality level
B. features
C. design
D. brand name
E. packaging
F. none
9. which one of the following an example of competition based pricing method
A. pricing above the competitor
B. pricing below the competitor
C. pricing similar to the competitor
D. all

10. any oral presentation in a conservation with one or more perspective purchaser for the
purpose of making sales

A. Advertising
B. Personal selling
C. Public relation
D. all
Part II work out

1. List the four components of marketing strategy?

(a) ___________________________________________________________
(b) ___________________________________________________________
(c) ___________________________________________________________
(d) ___________________________________________________________

2. List the seven components of marketing mix?

(a) ___________________________________________________________
(b) ___________________________________________________________
(c) ___________________________________________________________
(d) ___________________________________________________________
(e) ___________________________________________________________
(f) ___________________________________________________________
(g) ___________________________________________________________
(d) ___________________________________________________________
3. Write the three method of fixing price?
(a) ___________________________________________________________
(b) ___________________________________________________________
(c) ___________________________________________________________
4. Discuss the following core marketing concepts?
(a)
want____________________________________________________________________
________________________________________________________________________
________________________________________________________________________
______________________________________________________________________
b)Need__________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
 (c)Desire________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
(d)Customer
Satisfaction______________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
_____

The Marketing Plan

Contents of a marketing plan

SECTION PURPOSE
Executive summary

 Presents a quick overview of the plan for quick management review.

Current marketing situation

 The marketing audit that presents background data on the market, product, competition and distribution.

SWOT analysis
  Identifies the company's main strengths and weaknesses and the main opportunities and threats facing the
product.

Objectives and issues

 Defines the company's objectives in the areas of sales, market share and profits, and the issues that will
affect these objectives.

Marketing strategy

 Presents the broad marketing approach that will be used to achieve the plan's objectives.

Action programmes

 Specifies what will be done, ro/io will do it, 'when it will be done and what it will cost.

Budgets

 A projected profit and loss statement that forecasts the expected financial outcomes from the plan.

Controls

 Indicates how the progress of the plan will be monitored.