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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 3''RD ''TRIMESTER 2012 (EVENING) EXAMINATIONS
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.
Question One
Mr. Tembo, a small scale business man is interested in developing a marketing plan for his business. However, Mr. Tembo is not educated and therefore needs your help. Advice Mr. Tembo on the components of a good marketing plan.
(20mks)
Using examples, describe the main factors that a marketer should consider when conducting an industry/market analysis.
(10mks)
Question Two
Discuss how the following external environment variables influence marketing strategies of a firm
Political legal
(5mks)
Technological
(5mks)
Using the Aerosol’s product/market matrix describe the various strategies that a firm may use to expand its market share.
(10mks)
Question Three
Marketers must manage their products throughout their lifecycle using examples, discuss the characteristics and appropriate strategies at each stage of the PLC.
(15mks)
Using an example, describe an SBU.
(5mks)
Question Four
Discuss the importance of understanding your target market before developing marketing programs for the market.
(10mks)
Describe the pricing and strategies used by market leader in order to remain number one in the market.
(10mks)
Question Five
Discuss the importance of understanding your target market before developing marketing programs for the market.
(10mks)
Describe the pricing and strategies appropriate for a service organization.
(10mks)

Mktg 431: Strategic Marketing Question Paper

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