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UNIVERSITY OF ZIMBABWE

BUSINESS STUDIES DEPARTMMENT

BS206 - PRINCIPLES OF MARKETING 11

2ND SEMESTER EXAMINATION – MAY/JUNE 2011

TIME: 3 HOURS

INSTRUCTIONS TO CANDIDATES

1. Answer any four (4) questions. All questions carry equal marks.
2. Start on a new page for each new question.
3. Credit will be given for answers that are clear, coherent and drawing on relevant
examples and illustrations from the business environment.

QUESTION 1
Using practical examples define the following terms:
(a) Advertorial (5 marks)
(b) Crisis Management (5 marks)
(c) Horizontal Conflict (5 marks)
(d) Total product (5 marks)
(e) Product line (5 marks)
QUESTION 2
Discuss with the aid of relevant examples the value of branding and how it is integrated into an
organization’s marketing strategy in a liberalized economy such as Zimbabwe’s. (25 marks)

QUESTION 3
Explain how the concept ‘Think global, act local’ have an effect in adapting the marketingmix
for local markets? (25 marks)

QUESTION 4
Using practical examples, explain the seven step approach to segmenting markets in an
Information and Communication Technology based industry. (25 marks)

QUESTION5
Using relevant examples describe how an organization in Zimbabwe can effectively control a
distribution channel where competition is intense due to an economy which is largely driven by
the retail sector. (25 marks)

ENDOF EXAMINATION!!!!