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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:2010

FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTMENT : BUSINESS ADMINISTRATION
TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE and any Other TWO Questions

Question 1
a) Describe the factors that must be taken into consideration when developing a market strategy (10marks)
b) Explain the dimensions to be considered when analyzing a market. (10 marks)
c) Discuss the various ways differentiation can be effected to add value to a business.(10 marks)

Question 2
To effectively compete, an organization has to analyze the competitors’ strength and weaknesses. Describe the key elements that must be taken into account when carrying out the competitors’ analysis. (20 marks)

Question 3
a) A market director is planning to launch a product which is aimed to be a superior quality to the existing products, into a competitive but growing market. What factors should he bear in mind when setting prices? (10marks)
b) Outline the factors that a manager needs to consider in selecting distribution channels.(10 marks)

Question 4
a) Discuss the benefits that may be gained by an organization investing in research (10marks) b) Which problems are encountered by organizations carrying out market research (10marks)

Question 5
Managers charged with putting a company on a growth trajectory can pursue its existing markets Or enter new markets and can emphasize its existing products or develop new products. Discuss the risks and rewards of each growth alternatives. (20 marks)

Mktg 431: Strategic Marketing Question Paper

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