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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:2011

KENYA METHODIST UNIVERSITY
END OF 3''RD ''TRIMESTER 2011 EXAMINATIONS
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT TITLE : STRATEGIC MARKETING
UNIT CODE : MKTG 431
TIME : 2 HOURS

Instructions:
Answer Question ONE and any other TWO questions.
Question One
Due to the turbulence in Aviation Industry occasioned by high fuel prices, natural disasters, economic meltdown and the need to balance safe operations with sound economics, Virgin Atlantic Airways is tightening its belt to reduce operating costs, in such areas as reducing fuel waste, improving standards and timely clearance and timely clearance on the ground.
As a strategic marketing consultant for Virgin Atlantic, draw a strategic Marketing Plan.
(10mks)
Describe the PESTLE factors affecting the Airline Industry.
(10mks)
Carry out a marketing Audit on the Virgin Atlantic Airline.
(10mks)
Question Two.
Discuss the product lifecycle showing its relevance to the development of marketing strategies.
(10mks)
Critically discuss the strategies and characteristics for the four basic product types in the Basin Consulting Group (BCG’s) approach to business-portfolio analysis.
(10mks)
Question Three.
What make markets decline and what strategic measures would one take to rectify the situation?
(10mks)
What is competitive advantage? Identify offensive and defensive strategies that can be adopted by Blowplast company (Manufacturers of plastic containers, cans and bottles)
(10mks)
Question Four.
Define market segmentation and its application by KeMU University in its planning cycles.
(10mks)
i) Identify and explore the role of relationship marketing.
(5mks)
ii) In reference to market communication strategies distinguish between the push and pull strategies. (5mks)
Question five.
Discuss the multiple criteria used for evaluation strategy in an organization you are familiar with.
(10mks)
Describe strategic marketing planning and the alternatives to marketing planning.
(5mks)
Using suitable examples explain the pricing strategies a firm can employ during the product life cycle
(5mks)

Mktg 431: Strategic Marketing Question Paper

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