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Cmk 423: Strategic Marketing Question Paper

Cmk 423: Strategic Marketing

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 423: STRATEGIC MARKETING
Duration 2 hrs
Instructions: Answer question ONE and any other TWO questions
Q1.
a) The strategic decision adapted by a company may have a wider implication on the growth and survival, explain the main characteristic of strategic decisions. (8 marks)
b) The situational analysis is an important step in corporate strategic planning process. Discuss its importance in relevance to CUEA. (6 marks)
c) Describe the key dimensions in market analysis that may be used by Nation media group. (5 marks)
d) Competitor analysis is a key component in strategy formulation, explain how competitor may be analyzed. (5 marks)
e) Product life cycle is widely used concept in strategic product decision however the model is criticized due to its limitations. Explain limitations. (6 marks)
Q2.
a) Discuss micro emvironmental forces that may affect the attainment of corporate objectives (12 marks)
b) The marketing managers have a role of positioning their product relative to the competing products. Explain the key positioning errors that they should avoid. (8 marks)
Q3.
a) Marketing implementation is process that turns marketing plans into action assignment. Explain sets of skills required in implementation of marketing programs. (12 marks)
b) Sales managers have an obligation to control the efficiency of sales team. Describe the key indicators of efficiency. (8 marks)
Q4.
a) Describe the corporate strategic planning process that may be adopted by an organization planning to go global. (12 marks)
b) Discuss how an organization like Brookeside may use market penetration strategy as growth strategy. (8 marks)
*END*

Cmk 423: Strategic Marketing Question Paper

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