CAT 11.docx - SCHOOL: BUSINESS MANAGEMENT DEPARTMENT:...

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SCHOOL: BUSINESS MANAGEMENTDEPARTMENT: MANAGEMENTUNIT TITLE: PRINCIPLES OF MARKETINGUNIT CODE: CBM 1211NAME: VIRGINIA NDANUREG NO: CBM/2020/63189CAT II
Question 1How are services different from products (5mks?)
4.Quality of service may be difficultto compare the quality of servicesrendered by different service
providers.5.Quantity of services cannot benumerically quantified.
Question 2Discuss the various ways through which markets can obtain intelligence andmarket research information (10 mks)
Sales people: A company’s sales people provide a vital source of marketintelligence. Suppose one of your products is selling poorly, will you consult atrade association? Probably not, you will first want to talk to your firm’s salespeople to get their “take” on the problem. Sales people are the eyes and ears oftheir organizations.Suppliers and industry experts: Your suppliers can provide you with wealth ofinformation. Good suppliers know which companies are moving a lot of inventory,and after times they have an idea why. In many instances they will tell you if theinformation you are looking for is general enough so they don’t have to divulgeany information that is confidential or that would be unethical.Customers: When it comes to market intelligence don’t neglect observing howcustomers are behaving. They can provide many clues, some of which you will bechallenged to respond to. Example, during the latest economic downturn, manywholesalers and retailers noticed consumers began buying smaller amounts of

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Term
Summer
Professor
Buria Eric

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