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Dbm 106: Marketing, Planning And Control Question Paper

Dbm 106: Marketing, Planning And Control

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2010

UNIVERSITY OF NAIROBI
SECOND SEMESTER EXAMINATIONS 2009/2010

EXAMINATIONS FOR THE DIPLOMA IN BUSINESS MANAGEMENT AND DIPLOMA IN SALES AND MARKETING.

DBM 106/DSM 108: MARKETING, PLANNING AND CONTROL

INSTRUCTIONS:
Answer Question ONE and any other TWO questions.

QUESTION ONE
a. Using the Boston Consultancy Group (BCG) approach:
i. Illustrate and explain the growth share matrix of the SBUS (Strategic Business Unit) (10mks)

ii. State five limitations of the Boston Consultancy Group (BCG) matrix approach. (5mks)

iii. Apart from Boston Consultancy Group (BCG) approach portfolio planning tool, state another approach for strategizing business. (2mks)

b.
i. What is strategic planning? (3mks)
ii. Outline the steps involved in strategic planning. (5mks)
iii. Explain SWOT analysis in relation to business strategic planning. (5mks)

QUESTION TWO
Write short notes on the following strategies:
i. Distribution Scope Strategy (5mks)
ii. Price Flexibility Strategy. (5mks)
iii. Promotional Strategy. (5mks)
iv. Market Entry Strategy. (5mks)

QUESTION THREE
a. Define a marketing audit. (4mks)
b. State the four areas that a comprehensive marketing audit must address. (4mks)
c. Discuss the characteristics of an effective marketing audit. (12mks)

QUESTION FOUR
a. Discuss the marketing control process. (4mks)
b. Explain three methods of evaluating marketing performance. (9mks)
c. Discuss the process of developing advertising campaign. (7mks)

QUESTION FIVE
Explain the importance and the various types of marketing standards. (20mks)

Dbm 106: Marketing, Planning And Control Question Paper

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