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Mktg 548:Strategic Marketing Question Paper
Mktg 548:Strategic Marketing
Course:Master Of Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2013
KENYA METHODIST UNIVERSITY
SCHOOL OF BUSINESS AND MANAGEMENT
END OF SEMESTER EXAMINATION FOR MASTER IN BUSINESS ADMINISTRATION AUGUST, 2013
UNIT CODE : MKTG 548
UNIT TITLE : STRATEGIC MARKETING
TIME: 3 HOURS
Instructions:
Answer question one and any other three questions.
Question One
Discuss the role of SWOT analysis in strategic marketing.
(5 marks)
In trying to cope with increasing competition, organizations may design defensive competitive strategies. Discuss five such strategies.
(10 marks)
Advise on the possible strategies of computing a marketing promotional budget.
(10 marks)
Question Two
Managers are employed to make decision. Some decisions are tactical while others are strategic. Draw distinction between the two.
(10 marks)
Value chain analysis view organization as a sequential process of value creating activities. Using a suitable diagram, explain the value chain activities.
(15 marks)
Question Three
The product lifecycle concept is widely applied in marketing. The concept acknowledges the fact that products just like human beings have life which can either be short or long depending on the strategies that marketers will institute. As a marketing expert, explain the concept of product life cycle indicating the characteristics and appropriate strategies at each stage. Also show the criticisms of this concept. (25 marks)
Question Four
Define marketing objective and assess the key factors that should be taken into account when creating marketing objectives.
(7 marks)
Describe the ¬¬¬¬¬Ansoff matrix and for an organization of your choice, evaluate how the strategic marketer might use this model to help determine the organization’s strategic objectives and future direction.
(18 marks)
Question Five
You have been asked to give a talk about marketing to a local club. You decide that the theme of your talk should be "Understand segmentation, targeting and positioning and you will understand marketing." In preparation for your talk, write detailed notes that illustrate the validity of this statement. Use an industry of your choice to support your answer. (25 marks)
Question Six
In today’s business environment, one must be as much competitor oriented as customer oriented. This makes it imperative for companies to conduct competitor analysis so as to inform their marketing strategies. Using Kenyan examples, discuss how you would use porters five forces model to understand the intensity of competition and the relevant generic strategies that you would use to counter competition.
(15 marks)
Discuss the characteristics and components of an effective mission statement and the role they play in achieving competitive advantage for organization.
(10 marks)
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