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Marketing Strategies And Planning Question Paper

Marketing Strategies And Planning

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENY ATT A UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 303 MARKETING STRATEGIES AND PLANNING
DATE:
MONDAY 14THSEPTEMBER 2009
TIME: 11.00 A.M - 1.00 P.M
Instructions: Answer both questions in Section one and anyone question in Section Two
SECTION 1(Compulsory)
I.
a) Using the Porter's
Five-Forces
Model explain how you can analysis the profitability
of a commercial bank in Kenya
(20MKS)
b) Give merits and demerits of skimming pricing strategy
(IOMKS)
2. Explain the key components
of a marketing plan
(20MKS)
SECTION 2(Answer only one question)
3. Write short notes on the following terms as used in marketing strategy and planning
a) Market Entry Strategies
(SMKS)
b) Cost leadership Strategy
(SMKS)
c) PEST Analysis
(SMKS)
d) Implementation
of strategies
(SMKS)
4. Most market oriented organizations
usually develop a marketing plan yet not all of them
are successful. Required to discuss why Marketing Plans fail
(20MKS)
S. a) Differentiate
micro and macro concepts of market environment
(SMKS)
b) Explain why both concepts are important to a marketing manager
(ISMKS)
...
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