Marketing Strategy And Planning Question Paper

Marketing Strategy And Planning

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 303: MARKETING STRATEGY AND PLANNING

DATE: MONDAY, 24TH NOVEMBER 2008

TIME: 2.00 P.M. – 4.00 P.M.

INSTRUCTIONS: 1. Answer THREE (3) Questions
2. Question ONE (1) is compulsory

1.
(a)
Define strategic planning and highlight its importance to organizations
today. (8 marks)

(b)
Describe the marketing planning process for a business concern. (12 marks)

(c)
Distinguish between product positioning and differentiation outlining
their features. (10 marks)

2.
Giving examples, discuss the BCG Matrix as a tool used for analyzing the market
potentials highlighting appropriate strategies at each stage. What are the likely
drawbacks in its application (20 marks)

3.
Discuss the following terms highlighting the strategic decisions to be used by
marketing managers in each case.

a)
Customer-oriented strategies

b)
Diversification strategies

c)
Marketing intelligence

d)
Market development strategies (20 marks)

4.
Identify and explain the control measures that may be undertaken by
managers to check for any deviations from planned efforts.(20 marks)

5.
Discuss the major issues that top management should consider when deciding
whether to expand business operations into new markets or not.(20 marks)