specific companies in Kenya. $(10$ Marks$)($b$)$ Explain five basis of segmenting industrial markets in Kenya. $(10$ marks$)$

marks$)$

$3.($a$)$ You have been appointed as a Marketing Manager by an insurance

company in Kenya. Describe in details the process you would adopt for

developing new products, $(10$ marks$)$

$($b$)$ Explain five characteristics of services that make them different

from products, and the strategies marketers use in Kenya. $(10$ marks$)$

$4.($a$)$ Explain four ways to position a product of your choice. $(8$ marks$)$

$($b$)$ Identify and explain the intermediaries involved in performing the

functions required to avail photocopy papers in a university and indicate

clearly the functions performed by each intermediary you have

identified. $(6$ marks$)$

$($c$)$ Explain for pricing strategies that you would apply to launch a new

product in the market. $(6$ marks$)$

The telecommunication sector like all other sectors in Kenya is

affected by the macro environmental factors, citing specific examples,

discuss these factors and show how firms in the sector have responded

to them. $(20$ marks$)$

Discuss the concept of relationship marketing and its role in

marketing. $(20$ marks$)$

SUSSEX UNIIVER $2017$

SECCTION A

What are modern marketing concepts?

What makes the marketers to have four P$\text{'}$s$?$

Why markets are segmented?

Differentiate between target return pricing and seal$-$bid$-$pricing?

Viral marketing v$/$s buzz marketing?

What are rural marketing strategies?

SECTION B

UNIT$-$I

What is test marketing? Why test marketing?

Discuss various components of MIS in detail.

UNIT$-$II

What is target marketing? What are alternative target marketing

strategies?

What is pricing? What are competition based pricing methods?