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Dbm 106/Dsm 108: Marketing, Planning And Control. Question Paper

Dbm 106/Dsm 108: Marketing, Planning And Control.

Course:Diploma In Business Management

Institution: University Of Nairobi question papers

Exam Year:2009

UNIVERSITY OF NAIROBI
SECOND SEMESTER EXAMINATIONS 2008/2009

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

DBM 106/DSM 108: MARKETING, PLANNING AND CONTROL

Answer question ONE and any other TWO questions.

QUESTION ONE
a. Explain the following terms as used in marketing and planning in organizations.
i. Strategic planning. (3mks)
ii. Marketing environment. (3mks)
iii. Marketing audit. (3mks)
iv. Corporate planning. (3mks)
v. Marketing planning. (3mks)

b. Explain the main contents of a marketing plan for an organization. (7mks)

c. Explain briefly the four strategies used in Boston Consulancy Group (BCG) approach/matrix in marketing planning in organization. (8mks)

QUESTION TWO
Discuss the concept of SWOT analysis giving examples of how it helps a company in marketing planning. (20mks)

QUESTION THREE
a. Using advertising objectives, explain how the advertising message would change from informative objective all the way to reinforcement objective. (12mks)
b. Explain the major factors to consider while setting advertising budget. (8mks)

QUESTION FOUR
a. Explain what you understand by the term "marketing control". (2mks)
b. Explain the marketing control process and the benefits of a control system. (18mks)

QUESTION FIVE
Discuss five uncontrollable factors that shape an organization opportunities in marketing planning and control. (20mks)

QUESTION SIX
a. Discuss any five decisions that a marketing manager should make when developing an advertisement programme. (10mks)
b. Highlight any five reasons why firms should work towards attaining high brand equity. (10mks)

Dbm 106/Dsm 108: Marketing, Planning And Control. Question Paper

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