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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:2011



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 303: MARKETING STRATEGIES AND PLANS
DATE: SATURDAY, 5TH FEBRUARY 2011 TIME: 11.00 A.M – 1.00 P.M

INSTRUCTIONS:

Answer Question ONE and any other TWO questions.

QUESTION ONE
a)
Explain the various strategic planning levels that guide in the formulation of
marketing strategies.





[15 marks]
b)
Discuss the main issues to address in the implementation of marketing strategies










[15 marks]
QUESTION TWO
Discuss the concept of Environmental scanning as used in marketing.
[ 20 marks]
QUESTION THREE
Explain the concept of Porter’s Five Force Model and its role in the formulating of
marketing strategies.






[ 20 marks]
QUESTION FOUR
Explain Ansoff’s Approach to marketing strategies formulation.

[ 20 marks]
QUESTION FIVE
Discuss the BCG approach to marketing strategy formulation.

[ 20 marks]
QUESTION SIX
a)
Discuss Porter’s set of competitive strategies.


[ 10 marks]
b)
Explain the main areas of marketing plan


[10 marks]


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