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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 2''ND ''TRIMESTER 2013 (EVENING) 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
a) Briefly explain the differences between corporate strategy and marketing strategy. (4marks)
b) A marketing audit helps the organization to understand its activities better. Clearly describe the features of an effective marketing audit.
(8marks)
c) Marketing managers must identify and select attractive segments for which marketing strategies are developed. Discuss the characteristics of effective marketing segments. (10marks)
d) Discuss the distinctive features between "Hard sell" and "Suft sell" sale strategies. (8marks)
Question Two
a) Explain the factors that a strategic manager should always put into consideration while formulating a company`s mission statement.
(10marks)
b) Discuss the significance of marketing intelligence system in designing marketing strategies. (10marks)
Question Three
a) The BCG matrix is one of the tools used by marketing strategists in developing strategies to be pursued by the firm. Briefly explain the FOUR strategic objectives that can be pursued in reference to the BCG matrix. (12marks)
b) Explain the meaning of the term "Mission statement" and describe the characteristics of a good mission statement. (8marks)
Question Four
a) A useful method of locating superior skills and resources within an organization is the value chain. Describe how you would conduct the value chain analysis. (10marks)
b) What are key benefits of building a strong brand? (10marks)
Question Five
a) In developing brand strategy a firm can choose from among four main
approaches. Briefly explain the FOUR main branding strategies.
(10marks)
b) Discuss the advantages of business acquisitions as a method of
institutional growth strategies. (10marks)

Mktg 431: Strategic Marketing Question Paper

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