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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 (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 questions.
Question One
Henry Mintzberg compared strategy to a beast. An elephant in particular and goes on to suggest that we (academics and practioners) are blind men with no vision to see the entire creature. Each of us therefore takes hold of one part of the animal and are ignorant about the rest of it (Mintzberg et al 1998) in view of this, discuss the various schools of thought around the subject of strategy.
(20mks)
The increased level of uncertainty brought about by factors such as growing globalization, extensive de-regulation high level competition and the technology boom has caused strategist to re-think the assumptions under planning current common approaches to strategy. In view of this, discuss the relevance of long-term marketing strategy plans for organizations in this 21st century.
(10mks)
Question Two
Using examples throughout, describe and discuss how the marketing environment can impact on an organization operating within an industry of your choice.
(10mks)
As a marketing manager of a leading cooperation in East Africa you are asked to identify and discuss relevant models and frameworks that could be used in analyzing an organizations internal environment. Select one of these models and undertake an internal audit for a company of your choice.
(10mks)
Question Three
(i) How would a brand manager attempt to develop brand personality and how can this lead to the creation of a competitive advantage?
(5mks)
Why might a brand manager consider simplifying the brand and how might this be accomplished.
(5mks)
(i) Discuss porter’s five forces using relevant examples.
(5mks)
ii) Evaluate the impact of E-marketing on the traditional five forces. (5mks)
Question Four
Discuss the components of a strategic marketing plan.
(10mks)
Discuss various price and distribution strategies on organization can adopt.
(10mks)
Question Five
Discuss the BCG growth share matrix in detail.
(10mks)
Discuss and elaborate on the Ansoff matrix.
(10mks)

Mktg 431: Strategic Marketing Question Paper

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