Marketing Strategy And Plans Question Paper

Marketing Strategy And Plans

Course:Bachelor Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2007

KENY ATT A UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
OF BUSINESS ADMINISTRATION
BBA 303: MARKETING STRATEGY AND PLANS
DATE: Friday so" November 2007
TIME: 2.00 - 4.00 p.m.
INSTRUCTIONS:
IME:2HOURS
1. Answer any THREE (3) Questions
2. Question ONE (1) is Compulsory
1.
a) Give reasons why strategy development in organizations should be customer-focused.
(8 Marks)
b) Explain the BeG Matrix highlighting the strategies to be used in each case.
(12 Marks)
c) Define product positioning strategy explaining the basic errors that may be
encountered in the attempt to use it.
(10 Marks)
2.
Michael Porters strategies are importantin dealing with competition in industries today.
Giving examples, describe these strategies as used by strategists to cut an edge over
competition in the market.
(20 Marks)
3.
"There is a marked difference between marketing
strategies designed to market
organization's
intangible and tangible products." Explain this statement based on the
distinguishing characteristics of the service sector.
(20 Marks)
1

Q4.
Discuss the following terms highlighting the strategic decisions to be used by marketing
managers in each case.
-,
1.
Customer-oriented strategies
11.
Diversification Strategies
iii.
Marketing intelligence
iv.
Product Differentiation Strategy
v.
Pull and push advertising strategies
(20 Marks)
Q5.
Discuss the major issues that top management should consider when deciding whether to
expand business operations into new business areas or not.
(20 Marks)
2

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