Strategic Marketing Question Paper

Strategic Marketing

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION
BBA 602:
STRATEGIC MARKETING

DATE: Friday, 3rd December, 2010

TIME: 9.00 a.m. – 12.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Answer Question ONE and any other TWO questions.

Describe the current competitive structure of the web browser industry. What are
the implications of this structure for Netscape’s future in web browsers?
(10 marks)
a)
Michael Porter identified five forces that influence the state of competition
and industry. Citing examples in Kenya, explain the five forces.
(10 marks)

b)
Explain the five stages of the consumer adoption process and its
implication to marketers in Kenya.
(10 marks)

3.
a)
Explain the concept of PLC and indicate the appropriate strategies
applicable at each stage of a product of your choice.
(10 marks)

b)
Discuss three ways of evaluating a marketing strategy
(10 marks)

4.
a)
Explain five steps of developing an effective marketing campaign
(8 marks)

b)
Identify and explain the intermediaries involved in performing the
functions required to avail chocolates to a customer and indicate clearly
the functions performed by each intermediary you have identified.
(6 marks)

c)
Explain six factors that influence pricing decisions of a product you are
familiar with.
(6 marks)

5.
a)
Explain five factors that marketers consider when setting the promotion
budget.
(10 marks)

b)
Explain push and pull promotion strategies that are used by marketers in
the telecommunication sector.
(10 marks)

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