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Bbs 206: Marketing Planning And Control Question Paper

Bbs 206: Marketing Planning And Control

Course:Bachelor Of Education Arts

Institution: University Of Nairobi question papers

Exam Year:2009

UNIVERSITY OF NAIROBI
SECOND SEMESTER EXAMINATIONS

SECOND YEAR EXAMINATIONS FOR THE DEGREE OF BACHELOR OF EDUCATION (ARTS)

BBS 206: MARKETING PLANNING AND CONTROL

INSTRUCTIONS
Attempt question one and any other two questions.

QUESTION ONE
a. Explain how marketing planning enables a company achieve a "viable" between its activities and its changing environment. (10mks)
b. Describe the strategic management levels that are relevant to marketing planning and control. (6mks)
c. Describe the critical factors to consider in the successful implementation of marketing strategies. (8mks)
d. Outline the steps of the strategic management process relevant to marketing planning and control. (6mks)

QUESTION TWO
a. Describe the elements of an organization's mission statement. (8mks)
b. Describe the elements and characteristics of a marketing audit. (12mks)

QUESTION THREE
Using relevant illustrations, describe Igor Ansoff's GAP approach to marketing strategy development. (20mks)

QUESTION FOUR
a. Evaluate the relevance of the Portfolio Models Approach to the development of marketing strategy. (12mks)
b. What are the main elements of a marketing plan? (8mks)

QUESTION FIVE
a. Describe the concept of SWOT analysis. (10mks)
b. Describe the various types of marketing controls. (10mks)

Bbs 206: Marketing Planning And Control Question Paper

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