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Strategic Marketing Management Question Paper

Strategic Marketing Management

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 602:
STRATEGIC MARKETING MANAGEMENT

DATE: Wednesday, 2nd February, 2011

TIME: 9.00 a.m. – 12.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Answer question ONE and any other TWO questions.
QUESTION ONE:
a)
Discuss the linkage between the strategic management process and strategic marketing management. (15 marks)
b)
Discuss the role of internal marketing in the implementation of marketing strategies. (15 marks)

QUESTION TWO:
Discuss the key areas addressed in the process of competitor analysis. (15 marks)

QUESTION THREE:
Discuss the basic premise for and range of the Ansoff’s growth strategies. (15 marks)

QUESTION FOUR:
Critically examine the BCG approach to marketing strategy development. (15 marks)

QUESTION FIVE:
Discuss the contribution of the following concepts to strategic marketing management:
Marketing audit
SWOT Analysis
Marketing plan
(15 marks)

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