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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 1''ST ''TRIMESTER 2013 (DAY) 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
Marketing managers must monitor environmental changes and adjust their marketing strategies as needed. Discuss the components of marketing environmental scan and its influences upon the organizations marketing operations.
(10 Marks)

Discuss the main factors a company should consider when evaluating a market segment before implementation of any strategy.
(6 Marks)

To control the implementation of a strategy. Companies need to be in touch with the control process. Briefly explain the major steps in the control process.
(4 Marks)

As a firm endures to conduct its internal analysis so as to formulate a winning strategy there are key competitive advantage factors that a company need to look into keenly. Elucidate.
(10 Marks)
Question Two
Depending on the role the company plays in the market, the company could be a market leader, challenger, follower or nicher.
With examples, discuss characteristics and strategies that identify these firms in our market.
(10 Marks)
Distinguish between marketing threats and opportunities giving your own examples of each.
(10 marks)
Question Three
Competitors represent a major determinant of corporate success and any failure to take detailed account of their SWOT may result to poor performance and greater exposure to competitive moves.
What does a firm need to know about its competition?
(10 Marks)
Discuss the different factors that shape competition in an industry.
(10 Marks)
Question Four
Choose any local firm that you think uses market segmentation and discuss how it has segmented its market.
(10 Marks)
Promotion and pricing strategies are key success factors that marketing managers adopt to create awareness of there product and position of the same. Outline pricing and promotion strategies that can be used to achieve success to a company.
(10 Marks)
Question Five
A firm needs to consider whether there are any further opportunities for improving the performance for its existing products
Using product marked expansion grid, discuss fully the major growth strategies that any firm would apply giving examples in each case.
(12 Marks)

Briefly explain the factors that may affect the long-run profitability of the market segment a company selects.
(8 Marks)

Mktg 431: Strategic Marketing Question Paper

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