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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 2009/2010
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE

BBA 303:
MARKETING STRATEGIES AND PLANS

DATE: Tuesday, 20th July, 2010


TIME: 11.00 a.m. – 1.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Answer question ONE and any other TWO questions.
Question One:
a)
Explain the role of the contents of a Marketing Plan (15 marks)
b)
Explain the concept of Environmental Scanning as applied in Marketing Planning. (15 marks)

Question Two:
Explain the BCG approach to marketing strategy development (20 marks)

Question Three:
Explain how the various growth strategies are applied in marketing. (20 marks)

Question Four:
Explain the role of Porter’s set of generic strategies. (20 marks)

Question Five:
Explain the contribution of the Porter’s 5 – Force Model to marketing planning. (20 marks)

Question Six:
Explain how the product life cycle approach contributes to the formulation of marketing
strategies. (20 marks)




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