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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 2008/2009
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE

BBA 303: MARKETING STRATEGY AND PLANS

DATE: Thursday 18th February 2010

TIME: 8.00a.m – 10.00a.m

INSTRUCTIONS:
Answer question one and two others

1.
In marketing each product level must develop a marketing plan for achieving its goals. The marketing plan is one of the most important outputs of the marketing planning process. Identify and explain the contents of this plan. [30marks]

2.
Outline and explain the five forces identified by Michael Porter that determine the intrinsic long-run profit attractiveness of a market segment. [20marks]

3.
To carry out their responsibilities effectively marketing managers follow a marketing planning process. Discuss the various steps involved in this process. [20marks]

4.
Explain in detail the various marketing mix modification elements which product managers will use to stimulate sales of a product during its maturity stage. [20marks]




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