Strategic Marketing Management Question Paper
Strategic Marketing Management
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2008
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE MASTER OF
BUSINESS ADMINISTRATION
BBA 602: STRATEGIC MARKETING MANAGEMENT
DATE :
Tuesday 2nd December 2008
TIME: 9.00am-12.00 Noon
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INSTRUCTIONS
Attempt Question 1 and any other 3 questions
1.
Mr B Shah, the Chief Executive of your Company has stated that a marketing plan is not important, since the organization has already developed a five year strategic plan. Further more marketing plans consume a lot of time when preparing them. As a marketing manager, explain to your CEO.
a)
the benefits of marketing plan. (5marks)
b)
the steps to follow when developing a marketing plan (16marks)
c)
Explain two benefits of budgeting a marketing plan (4marks)
2.
Giving relevant examples explain how company can use the marketing mix elements to implement market penetration strategy. (20marks)
3.
“The functions of a marketing manager has evolved to that of a strategic decision maker”
a)
Do you agree with the above statement? (5marks)
b)
Explain how a marketing manager makes strategic decision using relevant examples. (15marks)
4.
Can a company operate without a marketing strategy? Explain (20marks)
5.
Using an industry of your choice explain porter five force model of industry competition. (20marks)
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