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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:2008



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE

BBA 303: MARKETING STRATEGIES & PLANNING
DATE: Monday 7th January 2008

TIME: 3.30pm – 5.30pm
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Answer question ONE and any other TWO

1.
(a)
Discuss in detail what is meant by consumer-oriented philosophy in marketing.
(b)
Describe the various strategies an organization can use at the maturity stage of a product life cycle.
(c)
Explain any five objectives in the pricing strategy of a company.

2.
(a)
Explain any seven (7) promotion tools used to accomplish sales promotion.
(b)
What are the various functions that members of the marketing channel perform?

3.
(a)
Define the term market strategy
(b)
What are the various factors considered in evaluating different market segments?

4.
Discuss in detail the marketing mix which marketers use in decision making.




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