BUSS 205 BAC 2309 2304, BSD 2306, BISF 2304 PRINCIPLES OF MARKETING.docx

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UNIVERSITY EXAMINATIONS 2020/2021 EXAMINATION FOR BACHEOR OF BUSINESS INFORMATION TECHNOLOGY/APPLIED COMPUTING BUSS 205/ BAC 2309: PRINCIPLES OF MARKETING FULL TIME/PART TIME/ DISTANCE LEARNING ORDINARY EXAMINATION DATE: AUGUST, 2021 TIME: 3 HOURS INSTRUCTIONS: ANSWER ALL THE QUESTIONS QUESTION ONE (20 MARKS) Priceless international plc, a Kenyan Corporation, has invented “ Mbwanitizi” a treadmill that is designed to exercise overweight dogs. The ‘Mbwanitiz’ dog exercise machine is aimed at dog owners who are too idle or too busy to give their dog a decent walk. It is also thought likely to appeal to veterinary surgeons, who might use the treadmill in treatment courses for obese dogs. a) Comment on the choice of brand name. [2 Marks] b) With the aid of a diagram, advice Priceless plc.’s management on the diffusion process. [8 Marks] c) By analyzing Mbwanitizi’s characteristics, comment on its expected rate of diffusion. [4 Marks] d) Explain the strategic options Priceless may pursue as they introduce this innovation.

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