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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
SPECIAL/ SUPPLEMENTARY EXAMINATION FOR THE DEGREE OF
MASTER OF BUSINESS ADMINSTRATION
BBA 602: STRATEGIC MARKETING MANAGEMENT
===============================================================
DATE: Thursday 30th September, 2010

TIME: 9.00 a.m – 12.00 Noon

INSTRUCTIONS:
Answer Question ONE and any other TWO.
1.
a)
You have been approached by Zero consultants to advice them on the various guidelines for market – oriented management. Briefly highlight these guidelines. [20 marks]
b)
Discuss the focus which a good strategic marketing plan should analyse to provide its foundation [10 marks]

2.
A marketer needs to strategic analyse the various environments affecting his work. Explain the analysis which you would consider under the Macro trend. [15 marks]

3.
Enumerate the various functions of brands for the buyer and show the benefits of brands to the selling company. [15 marks]

4.
What aspects should a Marketing Chief Executive consider in implementation of Marketing Strategy [15 marks]

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