Strategic Marketing Management Question Paper
Strategic Marketing Management
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2008
KENYATTA UNIVERSITY
INSTITUTE OF OPEN LEARNING (IOL)
UNIVERSITY EXAMINATIONS 2007/2008
SPECIAL/SUPPLEMENTARY EXAMINATION FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
BBA 602:
STRATEGIC MARKETING MANAGEMENT
DATE: Monday, 6th October, 2008
TIME: 2.00 p.m. – 5.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Answer any FOUR (4) questions
Question ONE (1) is Compulsory
1.
a)
Define a market-driven strategy as used by organizations today describing the main characteristics. (12 marks)
b)
Explain the logic for pursuing a market-driven strategy. (10 marks)
c)
Discuss some of the reasons why managing in an environment of constant change will be necessary in future (18 marks)
2.
Explain the use of market orientation as a guiding philosophy for a social service organization, paying particular attention to user needs and wants. (20 marks)
3.
‘Marketing management uses the information provided by the situational analysis to guide the design of a new strategy or change an existing strategy.” Discuss. (20 marks)
4.
Competing in an East African market raises some interesting market segment questions. Discuss the segmentation issues regarding this regional market. (20 marks)
5.
a)
Under what conditions is a firm’s promotion strategy more likely to be advertising or sales promotion-driven rather than personal selling-driven? (10 marks)
b)
Discuss the advantages and the limitations of using awareness as an advertising objective. (10 marks)
More Question Papers
Exams With Marking Schemes
Popular Exams
Mid Term Exams
End Term 1 Exams
End Term 3 Exams
Opener Exams
Full Set Exams
Return to Question Papers