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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:2012

KENYA METHODIST UNIVERSITY
END OF 2ND TRIMESTER 2012 (EVENING) EXAMINATIONS
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 431
UNIT TITLE : STRATEGIC MARKETING

TIME: 2HRS

INSTRUCTIONS: Answer Question ONE and ANY Other TWO Questions.
QUESTION ONE
a) Distinguish between differentiation and cost leadership strategies.
(4marks)

b) In understanding the competition of a firm seeks to among others to understand competitor response patterns. Explain four likely response patterns by a firm in the face of competitor’s strategic moves. (8marks)

c) A build objective can be achieved through market expansion, winning market shares from competitors forming strategies alliances and mergers. Briefly explain three ways a firm can use to expand its market.
(6marks)

d) Write a brief on the following:
i) Targeting strategies
ii) Branding strategies
iii) Product launch strategies
iv) Distribution strategies (12marks)
QUESTION TWO
a) Using relevant illustrations explain the pull and push strategies as used in marketing communication strategies. (5marks)

b) Explain the concept of pricing strategies a marketer can use during introduction of new products in the market. (5marks)

c) Briefly explain using relevant examples three levels of strategy an organization should consider in order to survive and remain competitive
in an industry. (10marks)
QUESTION FIVE
a) Using the BCG matrix conduct a portfolio analysis for a company you are familiar with clearly indicate the marketing objectives to pursue in each case. (15marks)

b) Explain any FIVE types of market structures likely to be in operation in an industry. (5marks)

Mktg 431: Strategic Marketing Question Paper

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