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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 2007/2008
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 602: STRATEGIC MARKETING MANAGEMENT

DATE: Thursday 13th March 2008 TIME: 9.00 a.m. – 12.00 noon
________________________________________________________________________
INSTRUCTIONS
Attempt any FOUR questions.

Q1.
(a)
Strategic marketing management is a system designed to help management to both precipitate and make strategic decisions. Discuss the value of strategy to marketing management and the characteristics of strategic decision. [10 marks]
(b)
Discuss the factors that should be analysed in the external environment to improve strategic decisions in marketing. [15 marks]

Q2.
(a)
Explain the role of objectives in marketing planning. [8 marks]
(b)
Discuss the contents of Marketing Strategic Plans. [17 marks]

Q3.
Write short notes on each of the following:
(a)
Pricing Strategies
(b)
Determinants of Service quality
(c)
The product life cycle.
[25 marks]

Q4.
(a)
Compare and contrast the B.C.E and the G.E. Business portfolio models in relation to Marketing planning. [15 marks]
(b)
Explain the limitation of portfolio models to Marketing Planning Decisions. [10 marks]

Q5.
Discuss the Michael Porters theory and the strategic decision that it recommends. [25 marks]

Q6.
Write brief notes on each of the following:
(i)
The Value Chain
(ii)
The Ansoff Matrix
[25 marks]

Strategic Marketing Management Question Paper

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