Strategic Marketing Management Question Paper
Strategic Marketing Management
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2010
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTIONAL BASED PROGRAMME (IBP) AUGUST SESSION
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 602:
STRATEGIC MARKETING MANAGEMENT
DATE: THURSDAY 30TH DECEMBER 2010 TIME: 9.00 A.M. - 12.00 NOON
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INSTRUCTIONS:
Answer question ONE and any other TWO questions.
1.
a)
Discuss the strategic management concept that guide marketing planning processes. (15 marks)
b)
Explain the concept of market oriented strategic planning and its role in marketing. (15 marks)
2.
Explain the nature and essence of scanning of the marketing environment.(15 marks)
3.
Discuss the basic premise of the Igor Ansoff’s Gap analysis approach to marketing strategy development. (15 marks)
4.
Discuss the main areas to address in the process of competitor analysis. (15 marks)
5.
a)
Discuss the BCG approach to marketing strategy formulation. (8 marks)
b)
Explain Porters set of competitive strategies. (7 marks)
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