SCHOOL OF BUSINESS & ECONOMICS 

DEPARTMENT OF COMMERCE 

END-SEMESTER EXAMINATION 

SEMESTER: JANUARY 2011 

CODE: MAK 212X UNIT: PRINCIPLES OF MARKETING 

Time: 2 hours 

Answer Question ONE and any other TWO 

 

Question One 

a) What leading demographic factors must Internet service providers consider when marketing 
their products? Explain why each factor is so important to these providers. (10 Marks) 


 

b) What is the single biggest difference between the marketing concept and the production, 
product, and selling concepts? Which concepts are easiest to apply in the short run? Which 
concept can offer the best long-term success? (10 Marks) 


 

c) Marketing research over the Internet has increased significantly in the past decade. Outline the 
strengths and weaknesses of marketing research conducted online. (10 Marks) 


 

 

Question Two 

a) Differentiate between internet, intranet and extranet (5 marks) 
b) How does your college use an intranet to help its students to access data? 


(5 marks) 

 

b) Small businesses and non-profit organisations often lack the resources to conduct extensive 
market research. Assume that you are the director of fundraising for a small non-profit 
organisation that focuses on a social issue. List three ways, using limited resources, in which 
you could gather information about your primary donor group. (10 Marks) 


 

 

Question Three 

a) With an aid of a diagrammatic illustration, explain the levels of a product and its significance to 
product development (10 Marks) 
b) Discuss McCarthy’s four Ps of marketing. What do the 4 P's mean to Customers?(10 Marks) 


 

 

 


Question Four 

a) Discuss the difference between Business /organizational Markets and Consumer Markets. 


 (5 Marks) 

b) What are the benefits of market segmentation? (5 Marks) 


 

c) With an aid of a diagrammatic illustration, explain the consumer adoption process of new 
products. (10 Marks) 


Question Five 5 

With an aid of a diagrammatic illustration, explain the marketing communications mix 

 (20 Marks)