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Strategic Marketing(Mktg 421) Question Paper

Strategic Marketing(Mktg 421)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME: 2 HOURS
INSTRUCTIONS
Answer all questions in section A and any two in section B.
SECTION A (30 MARKS)
Question One
Which are the five components of strategy?
(6 Marks)

Describe the five steps of a marketing audit.
(6 Marks)

Outline the different ways you can segment a market.
(6 Marks)

Profitability analysis requires that analysis determine the costs associated with specific marketing activities to find out the profitability of different marked segments, products, customers and distribution channels. Describe the main limitations of profitability analysis.
(6 Marks)

Discuss the different ways you can analyze sales.
(6 Marks)

SECTION B (40 Marks)
Question Two (20 Marks)
Company XYZ was the first firm to set up operations in the country. They have been around for over 20 years with a market share of 80%. In recent years, competition has been increasing and foreign companies are also setting up production units in the country. You as a marketing consultant, what advice would you give XYZ to maintain market leadership. (20 Marks)

Question Three (20 Marks)
You have been appointed as the CMO of ZZZ which is a leading telecommunications provider in the country. The company’s business and branches have stagnated and there is no growth for the business. You have been appointed to turn around the business and bring back growth and profitability. By using SWOT analysis, suggest ways you can revive the company. (20 Marks)

Question Four (20 Marks)
Firm KKK has got all elements of the marketing mix right but they are facing a problem with pricing. Their products are either too expensive for the consumer or too low priced for them to break even. As a marketing expert, what are the pricing policies and strategies you would advice the firm on? (20 Marks)

Strategic Marketing(Mktg 421) Question Paper

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