Author: KNEC notes and Past Papers

Marketing concept-this refers to the ways of business thinking that have evolved over time and they include; Production concept – this is the oldest philosophy that has guided the sellers. It can be traced to the industrial revolution. Organizations produced Read More …

Societies have moved from agriculture and individual self sufficient to an economy built around division of labor and specialization, urbanization and industrialization. It should however be noted that production for individual self sufficiency is not marketing because there is no Read More …

Global economy. Changes in technology Income gap Environmental imperative and social responsibilities Aging population Later marriages More divorce Single and smaller families Emergence of distinct ethnic consumer groups. Proliferation of more varied lifestyles. Stringent government policies Poor infrastructure. Inadequate finances

Environmental analysis and  marketing research-this usually involves monitoring and adapting to external factors that affect success or failure such as the economy and competition and  collecting data to resolve specific marketing issues. Broadening an organizations/individuals scope-this involves deciding on the Read More …

Creates utility-this is the ability to satisfy a need i.e. form utility-this occurs mainly when we have a change in state. Place utility-this mainly occurs in transportation. Time utility-this arises in all retail outlets and possessions utility-arises when we have Read More …

To attract new customers by promising them superior value. To keep the current customers by satisfying them accordingly. Creating brand awareness. Engaging the customers-e.g. the wings to fly program me adopted by equity bank. Building positive reputation towards firm i.e. Read More …

This is any activity that a business organization undertakes to build brandawareness.they include; Product placement in entertainment-video games; Hollywood where people pay to enjoy this services. Trade shows Search engine marketing-ranking. Newsletters and articles Cold calling via phones Website design Read More …

Need – this is a state of felt deprivation most of which is inborn and many cannot do without e.g. need for food, shelter and clothing. Want – they are specific satisfaction for particular needs and are insatiable ie one Read More …

Sales and marketing always have had a close relationship, so close that many people have confused the two being the same. Marketing is a method of bringing customers to a business as well as making others aware of the business Read More …

Profit making enterprises. Government institutions Nonprofit making organizations