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Strategic Marketing Management Question Paper

Strategic Marketing Management

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE MASTER OF
BUSINESS ADMINISTRATION

BBA 602: STRATEGIC MARKETING MANAGEMENT

DATE :
Tuesday 2nd December 2008
TIME: 9.00am-12.00 Noon
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INSTRUCTIONS
Attempt Question 1 and any other 3 questions
1.
Mr B Shah, the Chief Executive of your Company has stated that a marketing plan is not important, since the organization has already developed a five year strategic plan. Further more marketing plans consume a lot of time when preparing them. As a marketing manager, explain to your CEO.
a)
the benefits of marketing plan. (5marks)
b)
the steps to follow when developing a marketing plan (16marks)
c)
Explain two benefits of budgeting a marketing plan (4marks)

2.
Giving relevant examples explain how company can use the marketing mix elements to implement market penetration strategy. (20marks)

3.
“The functions of a marketing manager has evolved to that of a strategic decision maker”

a)
Do you agree with the above statement? (5marks)
b)
Explain how a marketing manager makes strategic decision using relevant examples. (15marks)

4.
Can a company operate without a marketing strategy? Explain (20marks)

5.
Using an industry of your choice explain porter five force model of industry competition. (20marks)