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Marketing Strategies And Plans Question Paper

Marketing Strategies And Plans 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE

BBA 303: MARKETING STRATEGIES AND PLANS

DATE: Thursday 1st December, 2010 TIME: 8.00 a.m. – 10.00 a.m.
_________________________________________________________________________________
INSTRUCTIONS

Answer Question 1 and any other TWO questions.

Q1.
a)
Explain the strategic concepts that inform the process of marketing strategy formulation.












[15 marks]

b)
Discuss the various organizational levels of the formulation of marketing strategies.












[15 marks]
Q2.
a)
Explain Michael Porter’s approach to the analysis of competitors.
[10 marks]
b)
Describe the defining characteristics of industrial markets and their implications for
marketing strategies.






[10 marks]
Q3.
Discuss the BCG approach to marketing strategy formulation.


[20 marks]
Q4.
Explain the Ansoff’s approach to marketing strategy formulation.

[20 marks]
Q5.
a)
Explain the main features of a marketing plan.



[10 marks]

b)
Explain the role of marketing audits in marketing planning.

[10 marks]
……………………….
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