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Marketing Strategy And Plans Question Paper

Marketing Strategy And Plans 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE

BBA 303: MARKETING STRATEGY AND PLANS

DATE: Thursday 18th February 2010

TIME: 8.00a.m – 10.00a.m

INSTRUCTIONS:
Answer question one and two others

1.
In marketing each product level must develop a marketing plan for achieving its

goals. The marketing plan is one of the most important outputs of the marketing

planning process. Identify and explain the contents of this plan.
[30marks]

2.
Outline and explain the five forces identified by Michael Porter that determine

the intrinsic long-run profit attractiveness of a market segment.
[20marks]

3.
To carry out their responsibilities effectively marketing managers follow a

marketing planning process. Discuss the various steps involved in this process.










[20marks]

4.
Explain in detail the various marketing mix modification elements which product

managers will use to stimulate sales of a product during its maturity stage.










[20marks]
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