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Marketing And Entrepreneurship Skills Question Paper
Marketing And Entrepreneurship Skills
Course:Diploma In Business Information Technology
Institution: Strathmore University question papers
Exam Year:2008
Strathmore University
FACULTY OF INFORMATION TECHNOLOGY
aug 2008
DBT 2204: MARKETING AND ENTREPRENEURSHIP SKILLS
INSTRUCTIONS
1) Answer Question one and any other two questions
2) Question One is Compulsory and Carries 30 marks
3) All other Questions carry 20 marks
4) Time Allowed 3 hours
Question One
The Airline industry was negatively affected by the September 11, 2001 terrorist
hijackings. Most of the Airlines had to take drastic actions to cope with the decreasing
number of travellers. Kenya Airways adopted the strategy of improving on customer
service, introducing new Aircraft, frying to more destinations, launching new services
and giving consumers more choice. In its pursuit to overcome the challenges the
company maintained consistency in growth by partnering with others. As the head of
Marketing and strategy development you are to present a paper at an upcoming forum on
the following issues.
a) The challenges the company faced in pursuit of becoming a world class Airline.
Describe at least five challenges. (10 marks)
b) The type of marketing activities the organisation undertook to overcome the
challenges. (10marks)
c) The importance of understanding customer needs and wants as a marketing
strategy.(10 marks)
Question two
You have been invited into a forum that seeks to find ways of nurturing entrepreneurship
skills among the youth. You are required to present a paper detailing the following:
a) The key entrepreneurial competencies possessed by successful entrepreneurs.
Discuss at least five. (10 marks)
b) The main sources of business ideas or opportunities the youth can tap. (10 marks)
Question Three
A well established company is about to launch a new range of fragrances in the market
and requires to develop an effective communication strategy.
.
a) Explain what is meant by a push communication strategy and contrast this with a
pull communication strategy (10 marks)
b) What are the potential problems the company is likely to face in designing an
effective communication strategy? (10 marks)
Question Four
The success of entrepreneurs is based on their ability to identify customer needs and as
well as identifying attractive markets.
a) Explain giving examples four (4) ways used by entrepreneurs to identify
customer’s needs. (8 marks)
b) Outline seven (7) factors that may make a market look unattractive to an
entrepreneur. (7 marks)
c) Highlight Five (5) benefits that an entrepreneur would derive from segmenting a
market. (5 marks)
Question Five
a) The business plan is an important tool for the success of any business. Explain
five reasons why an entrepreneur should develop a business plan. (10 Marks)
b) What are the Key aspects that the entrepreneur should include in the business
plan? (10 Marks)
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