Marketing Strategies And Plans Question Paper

Marketing Strategies And Plans

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 303:
MARKETING STRATEGIES AND PLANS
=================================================================
DATE: WEDNESDAY 2ND DECEMBER 2009
TIME: 2.00 P.M. – 4.00 P.M.

INSTRUCTIONS
Attempt question one and any other two questions
Write clearly and legibly

Question One
In the last five years the high education industry has become very competitive as a result of
the liberalization of the market. Top respond to the growing level of competition, universities have opened up campuses in different parts of the country as a way of positioning themselves competitively in the market. Kenyatta University is planning to open
a campus in Garissa to cater for the north eastern Kenya. You have been requested by the
VC to help them develop a marketing plan for the proposed campus.
Required:

a)
Explain the main features of a good marketing plan. (10 marks)
b)
Give a clear outline / structure of a marketing plan. (20 marks)

Question Two
One of the main challenges facing marketing executives is managing the growth of product
as they move through various stages of the product life cycle. Discus the application of PLC
model in strategic marketing planning. Explain the characteristics, objectives and strategic
emphasis of a product in maturing market. (20 marks)

Question Three
You have been approached by the marketing manager of a fast growing and profitable local
firm dealing with a variety of fast moving consumer goods. The firm is facing the challenge
of managing the variety of products on offer since some may be draining profits from other
products. Using the BCG growth share matrix , explain to the manager the basic investment
options available to them and mention the limitations of the model.(20 marks)

Question Four
According to latest university ranking, Kenyatta University was ranked as Second Best
University in the Country. However, the management of the university believes that the
university has what it takes to be the leading university not only in Kenya but in Africa. As a marketing strategist, explain to the management the various market competitive strategic
options and elaborate on what strategies the university can use as a market challenger. (20 marks)

Question Five
Write brief notes on the following key concepts as used in marketing strategy.
a)
Market nichers
b)
Preemptive move
c)
Synergy
d)
Market
penetration
(20 marks)

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