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Assignment One Questions

The document outlines an assignment focused on various aspects of marketing, including definitions, historical development, and the role of marketing in society, particularly in Kenya. It includes sections on the marketing environment, marketing information systems, and consumer behavior, with specific questions requiring analysis and examples from both Kenya and developed countries. Deliverables include a typed report with specific formatting and referencing guidelines.

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ajoguttu254
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31 views2 pages

Assignment One Questions

The document outlines an assignment focused on various aspects of marketing, including definitions, historical development, and the role of marketing in society, particularly in Kenya. It includes sections on the marketing environment, marketing information systems, and consumer behavior, with specific questions requiring analysis and examples from both Kenya and developed countries. Deliverables include a typed report with specific formatting and referencing guidelines.

Uploaded by

ajoguttu254
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Assignment One Questions

Section A: Introduction to Marketing (20 Marks)

1. Define Marketing in your own words and explain how it differs from selling. Provide at
least two real-world examples from Kenya (e.g., Safaricom, Brookside Dairy).
2. Discuss the historical development of marketing and explain how marketing
philosophies (production, product, selling, marketing, societal marketing) are visible in
today’s business world. Illustrate your answer with examples from both developed
countries and Kenya.
3. Analyze the importance and role of marketing in modern society. What are some of the
key challenges marketers face in Kenya today?

Section B: Marketing Environment (20 Marks)


4. Identify and analyze the key factors in the marketing environment (micro and macro).
Select one Kenyan company (e.g., Equity Bank, Naivas Supermarket, Jumia Kenya) and
critically evaluate how it responds to its marketing environment.
5. Compare your findings above with a company from a developed economy (e.g., Amazon,
Apple, or Tesco). What lessons can Kenyan businesses learn from global best practices?

Section C: Marketing Information Systems (20 Marks)


6. Explain the components of a marketing information system (MIS) and their role in
decision-making.
7. Discuss how marketing intelligence is used to gain competitive advantage in Kenya’s fast-
growing industries (e.g., fintech, tourism, agribusiness).
8. Using an example of your choice, outline the steps in the marketing research process, and
demonstrate how a Kenyan firm could apply this to solve a real marketing problem.

Section D: Consumer Behavior (40 Marks)


9. Explain the importance of studying consumer behavior for marketers. Why is it particularly
crucial in understanding the Kenyan youth market?
10. Discuss the factors affecting consumer behavior (cultural, social, personal, psychological).
Give at least two practical examples from the Kenyan context.
11. Describe the five stages of the buyer decision-making process. Choose a specific product
(e.g., smartphone, holiday package to Maasai Mara, or university degree program) and apply
these stages step by step.
12. Compare types of buying decision behavior (complex, habitual, variety-seeking,
dissonance-reducing) with relevant examples from both Kenya and the developed world.
Deliverables

 A typed, double-spaced report (Times New Roman, 12pt).


 Word count: 2,500–3,000 words.
 Cover page with: course code, course title, assignment title, student name, registration
number, lecturer’s name, and submission date.
 Proper referencing in APA 7th edition.

Assessment Rubric

 Clarity and depth of analysis (30%)


 Use of relevant examples (20%)
 Application of marketing theories and concepts (20%)
 Research, referencing, and citation (15%)
 Organization, coherence, and presentation (15%)

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