Get premium membership and access revision papers, questions with answers as well as video lessons.

Strategic Marketing Management Question Paper

Strategic Marketing Management

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
INSTITUTE OF OPEN LEARNING (IOL)
UNIVERSITY EXAMINATIONS 2007/2008
SPECIAL/SUPPLEMENTARY EXAMINATION FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

BBA 602:
STRATEGIC MARKETING MANAGEMENT

DATE: Monday, 6th October, 2008
TIME: 2.00 p.m. – 5.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Answer any FOUR (4) questions
Question ONE (1) is Compulsory
1.
a)
Define a market-driven strategy as used by organizations today describing the main characteristics. (12 marks)
b)
Explain the logic for pursuing a market-driven strategy. (10 marks)
c)
Discuss some of the reasons why managing in an environment of constant change will be necessary in future (18 marks)

2.
Explain the use of market orientation as a guiding philosophy for a social service organization, paying particular attention to user needs and wants. (20 marks)

3.
‘Marketing management uses the information provided by the situational analysis to guide the design of a new strategy or change an existing strategy.” Discuss. (20 marks)

4.
Competing in an East African market raises some interesting market segment questions. Discuss the segmentation issues regarding this regional market. (20 marks)

5.
a)
Under what conditions is a firm’s promotion strategy more likely to be advertising or sales promotion-driven rather than personal selling-driven? (10 marks)
b)
Discuss the advantages and the limitations of using awareness as an advertising objective. (10 marks)

Strategic Marketing Management Question Paper

More Question Papers

Popular Exams