Marketing Strategies And Plans Question Paper

Marketing Strategies And Plans

Course:Marketing Strategy And Plans

Institution: Kenyatta University question papers

Exam Year:2007

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
OF BUSINESS ADMINISTRATION
BBA 303: MARKETING STRATEGY AND PLANS
DATE: Friday so" November 2007
TIME: 2.00 - 4.00 p.m.
INSTRUCTIONS:
IME:2HOURS
1. Answer any THREE (3) Questions
2. Question ONE (1) is Compulsory
1.a) Give reasons why strategy development in organizations should be customer-focused. (8 Marks)

b)Explain the BeG Matrix highlighting the strategies to be used in each case. (12 Marks)

c)Define product positioning strategy explaining the basic errors that may be encountered in the attempt to use it. (10 Marks)

2.Michael Porters strategies are important in dealing with competition in industries today. Giving examples, describe these strategies as used by strategists to cut an edge over competition in the market. (20 Marks)

3."There is a marked difference between marketing strategies designed to market organization's intangible and tangible products." Explain this statement based on the distinguishing characteristics of the service sector. (20 Marks)

4.Discuss the following terms highlighting the strategic decisions to be used by marketing
managers in each case.

i.Customer-oriented strategies
ii.Diversification Strategies
iii.Marketing intelligence
iv.Product Differentiation Strategy
v.Pull and push advertising strategies
(20 Marks)

5.Discuss the major issues that top management should consider when deciding whether to expand business operations into new business areas or not. (20 Marks)

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