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Mktg 431: Strategic Marketing Question Paper

Mktg 431: Strategic Marketing

Course:Strategic Marketing

Institution: Kenya Methodist University question papers

Exam Year:2008

KENYA METHODIST UNIVERSITY

END OF SECOND TRIMESTER 2008 EXAMINATIONS

FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTEMENT : BUSINESS ADMINISTRATION
COURSE CODE : MKTG 431
COURSE TITLE : STRATEGIC MARKETING
TIME : 2 HOURS

INSTRUCTIONS:
• Answer Question ONE (Compulsory) and any other TWO Questions

Question 1
A leading company in the television industry is experiencing a decline in its sales of color TVs. The company management feels that given the inflation problems of the economy, the decline is more than temporary and may reflect an industry wide sales down-turn. The company’s labor union members are also negotiating another wage increase similar to another one a year ago which increased wages 25%.This rise in labor cost and in raw materials have squeezed profits below the break-even-point (B.E.P).

The marketing manager is contemplating increasing profits through price increases but fears that it may not work considering the intense competition from the other major producers of color televisions.

Required
(a) Using your strategic marketing knowledge, advice the marketing manager on the best strategic alternatives he can use. (15 marks)

(b) What other factors do you think contributed to a decline in sales and profits? (10 marks)

Question 2
(a) Define branding (5 marks)

(b) Discuss the branding strategies that a marketer can use incase of consumer goods
(10 marks)

Question 3
Describe the reasons that Promotion is an important element in the marketing mix.
(15 marks)

Question 4
(a) Why do most companies use cost-oriented pricing strategy? (15 marks)
(b) Discuss giving clear examples two cost-oriented pricing methods (10 marks)

Question 5
What marketing strategies can companies use to enter a market held by incumbent firms (15 marks)

Mktg 431: Strategic Marketing Question Paper

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