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

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. Kotler describes a 6 step procedure for price setting of products. What are these factors that must be considered when setting the prices? (12mks)
c. Discuss the characteristics of an effective marketing audit. (8mks)

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 and explain the factors that affect the choice of distribution channels. (10mks)

4.
a. Outline and explain the four types of controls that can be distinguished in any organization. (10mks)
b. Briefly explain the roles of marketing plans. (10mks)

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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