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Cmk 311: Marketing Planning And Control. Question Paper

Cmk 311: Marketing Planning And Control.

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2004

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
1st SEMESTER 2004
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 311: MARKETING PLANNING AND CONTROL.
Duration 3 hrs
Instructions: Answer ALL questions
Q1. Critically asses the framework used for analyzing an industry for the purpose of developing a marketing plan. (14 marks)
Q2. Discuss the techniques/approaches used to analyze the current business portfolio and to develop growth strategies for a strategic business unit/product. (14 marks)
Q3.
a) Clearly explain the approaches used to segment consumer market. (8 marks)
b) Discuss the factors that are used to assess competitor capabilities (6 marks)
Q4.
a) Distinguish between marketing planning and strategic marketing planning. (4 marks)
b) Citing suitable examples, explain the possible marketing objectives and strategies, idea for catholic university of eastern Africa. (10 marks)
Q5. Write short notes on the following:
a) Product strategies
b) Target marketing and positioning
c) Marketing controls
d) Sales analysis (14 marks)
*END*

Cmk 311: Marketing Planning And Control. Question Paper

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