MERU UNIVERSITY OF SCIENCE AND TECHNOLOGY

P.O. Box 972-60200 – Meru-Kenya

Tel: +254(0) 799 529 958, +254(0) 799 529 959, + 254 (0) 712 524 293,
Website: info@must.ac.ke Email: info@must.ac.ke

University Examinations 2023/2024

FOURTH YEAR FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR

OF SCIENCE IN AGRICULTURAL EDUCATION

AND

THIRD YEAR FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR

OF SCIENCE IN EXTENSION AND BACHELOR OF SCIENCE IN AGRICULTURE

AAB 3426: AGRICULTURAL MARKETING

DATE: DECEMBER 2023 TIME: 2 HOURS

INSTRUCTIONS: Answer question one and any other two questions

QUESTION ONE (30 MARKS)

a) Discuss the importance of agricultural marketing (6 marks)

b) Identify and briefly explain the challenges of distribution of Agricultural products in
Kenya (5 marks)
c) Distinguish between “advertisement” and “public relations” in marketing process
(4 marks)
d) State five characteristics of village markets (5 marks)
e) Regulated markets are those markets in which business is done in accordance with the
rules and regulations framed by the statutory market organization. In line with this
statement, explain six objectives of market regulation (6 marks)
f) Analyse four components of a market (4 marks)

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QUESTION TWO (20 MARKS)

a) Describe factors leading to growth of agricultural marketing (10 marks)

b) Utility refers to the value that marketing adds to goods and services. In the light of this
statement, identify and explain five types of utilities (10 marks)

QUESTION THREE (20 MARKS)

a) State and explain five challenges facing agricultural marketers in Kenya (10 marks)
b) Suggest a solution to each of the problems mentioned in number 3(a) above
(10 marks)
QUESTION FOUR (20 MARKS)
a) Give the meaning of market segmentation and identify five variables used in
segmentation (12 marks)
b) Analyse four characteristics of agricultural products prices (8 marks)

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