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Cmk 423: Strategic Management Question Paper

Cmk 423: Strategic Management

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
EVENING PROGRAMME
CMK 423: STRATEGIC MANAGEMENT
Duration 2 hrs
Instructions: Answer Questions ONE and any other TWO questions.
Q1.
a) What is strategy? Briefly describe SIX computing concepts under which organizations conduct marketing activities. (14 marks)
b) Discuss the importance of interface between corporate planning and strategic marketing planning. Give on example. (6 marks)
c) Explain the following:
i. Value chain
ii. Marketing implementation
iii. Competitive advantage
iv. Relationship marketing
v. Customer relationship (10 marks)
Q2.
a) Describe skills for implementing marketing programs. Give one practical example. (10 marks)
b) Discuss the importance of Boston consulting growth share matrix. What characteristics have an SBU? (10 marks)
Q3.
a) A major purpose of environmental scanning is to discern new marketing opportunities that can take many forms. Explain (10 marks)
b) Illustrate your understanding of product life cycle marketing strategies. (10 marks)
Q4.
a) Define differentiation. What are its tools? (10 marks)
b) State your understanding of positioning errors that a company must avoid. (10 marks)
*END*

Cmk 423: Strategic Management Question Paper

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