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Strategic Marketing Management Question Paper

Strategic Marketing Management

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 602: STRATEGIC MARKETING MANAGEMENT
DATE: SATURDAY, 20TH FEBRUARY 2010 TIME: 9.00 A.M. -12.00 P.M.

INSTRUCTIONS: Answer Question ONE and any other TWO questions.

Question One

Strategic marketing management drives its nature from the strategic management process. Discuss. (15 marks)
Explain the role of the marketing concept in strategic marketing management. (15 marks)

Question Two
Discuss the nature and role of environment scanning in marketing management. (20 marks)

Question Three
a)
Critically examine the relevance of the portfolio models approach in marketing strategy development. (10 marks)
b)
Explain the basis of the Porter’s Generic Strategies. (10 marks)

Question Four
Explain the Ansoff’s set of growth strategies as applied in marketing. (20 marks)

Question Five
a)
Explain the main challenges faced in organizations in the implementation of marketing strategies. (10 marks)
b)
Discuss the role of market analysis in marketing management. (10 marks)