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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 (DAY) 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
Define strategy and describe the THREE levels of strategy.
(6 Marks)

In the recent past, we have experienced a paradigm shift from transactional to relationship marketing. Using examples, discuss the factors influencing the growth of relationship marketing and explain the strategies used by business firms to create and maintain relationship marketing.
(24 Marks)
Question Two
With reference to the beer industry, discuss the strategies used by Keroche industries as a market challenger.
(12 Marks)

Describe the main causes of conflicts among channel members.
(8 Marks)
Question Three
Using Porter’s FIVE forces model. Discuss the components of an industry analysis.
(15 Marks)
Using an example, describe key success factors (K.S.Fs) in the banking industry.
(5 Marks)
Question Four
Discuss the factors to consider when designing an advert for a target market.
(10 Marks)
Describe the marketing strategies appropriate for a mature product.
(10 Marks)
Question Five
Distinguish between Brand competition and industry competition. Give a relevant example.
(6 Marks)
Discuss the components of the external environment analysis.
(14 Marks)

Mktg 431: Strategic Marketing Question Paper

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