Dbm 106/Dsm 108: Marketing, Planning And Control Question Paper

Dbm 106/Dsm 108: Marketing, Planning And Control

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2010

UNIVERSITY OF NAIROBI
DBM 106/DSM 108: Marketing, Planning and Control
November 2010

Instruction:
Answer question one and any other two
1.
a. Explain the meaning of strategic planning showing the levels at which it is done within a firm. (10mks)
b. What is the importance of strategic planning to a marketer? (10mks)
c. Discuss the characteristics of an effective marketing audit. (10mks)

2.
a. What is marketing environment. (2mks)
b. Explain the five main reasons why it is important for a marketing planner to scan the environment. (10mks)
c. Explain four strategies used in Boston Consultant Group Matrix. (8mks)

3.
a. Briefly explain the concept of SWOT analysis as a management tool. (10mks)
b. Highlight the factors that affect the choice of distribution channels. (10mks)

4. Pricing is one of the major marketing strategies a marketing firm can employ. Giving examples, explain the main pricing strategies an organization can use in meeting its set objectives. (20mks)

5.
a. Briefly explain the main components of a good marketing plan. (10mks)
b. Discuss any five decisions that a marketing manager should make when developing an advertisement program. (10mks)

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