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Strategic Marketing Management Question Paper

Strategic Marketing Management 

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2010



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 602:
STRATEGIC MARKETING MANAGEMENT

DATE: TUESDAY, 20TH JULY 2010 TIME: 9.00 A.M. - 12.00 P.M.

INSTRUCTIONS: Answer question ONE and any other TWO.

1.
a)
In competitive analysis bargaining power of customers is considered as a force to reckon with. Highlight the key factors affecting the bargaining power of customers in the flower industry. (10 marks)
b)
Explain the main patterns of innovation in the mobile phone industry. (10 marks)

2.
Discuss what a marketing strategy specifies and state the key components of a strategy. (20 marks)

3.
Enumerate the key steps in the process of formulating and implementing marketing strategy in co-operative business world. (20 marks)

4.
For effective growth and expansion Zero to One consultants wishes to segment its market. Advice this consultancy firm on the criteria for identifying segments. (20 marks)




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