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Mktg 431:Strategic Marketing Question Paper

Mktg 431:Strategic Marketing

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2013

KENYA METHODIST UNIVERSITY

END OF 3''RD ''TRIMESTER 2013 (PT) EXAMINATION
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 431
UNIT TITLE : STRATEGIC MARKETING

TIME: 2 HOURS

Instructions:

Answer question one and any other two questions.

Question One

Organizations are continuously appreciating the need for strategy. The marketing department is now contributing greatly to organizations strategy.

Required:

Using definition of strategy according to Mintzberg, describe the importance of having strategic marketing in an organization.

(10 marks)

Suggest reasons why conducting an environmental analysis is useful to an organization before crafting a strategy.

(10 marks)

Marketing control ensures that the developed strategy is in line with the desired goals. Briefly explain the major steps in the control process.

(10 marks)

Question Two

Discuss the components of a strategic marketing plan and suggest why it is essential in an organization of your choice.

(10 marks)

Define corporate social responsibility (CSR) and explain strategic reasons why organizations should engage in CSR.

(10 marks)

Question Three

There are reasons models and frameworks used by strategists in conducting internal environment. Select one of these models and undertake an internal analysis of a company of your choice.

(8 marks)

Define and explain the following terms as used in strategy.
Sustainable competitive advantage
Market leaderships decisions
E-marketing

Vertical integration.

(12 marks)

Question Four

By using Ansoff product-market growth explain strategies for product development in a new market.

(10 marks)

Strategy involves coming up with proper decisions in the product management and distribution. Explain factors to be considered when managing products in their maturity stage of the product line cycle.

(10 marks)

Question Five

Explain the Porter’s Generic strategies and their importance in an organization that would like to enhance its business strategy.

(10 marks)

Explain the major challenges faced by organizations in implementing the marketing strategies.

(10 marks)

Mktg 431:Strategic Marketing Question Paper

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