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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:2008

UNIVERSITY OF NAIROBI
SECOND SEMESTER EXAMINATIONS

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

DBM 106/DSM 108: MARKETING, PLANNING AND CONTROL

INSTRUCTIONS: Answer ANY THREE questions.

QUESTION ONE
a. Why is environmental scanning considered crucial in strategic marketing planning. (10mks)
b. Explain the main factors that a marketer consider in conducting SWOT analysis. (13mks)

QUESTION TWO
a. Pricing is one of the most important planning processes of any business. Explain at least four pricing and promotion strategies for a new product, clearly stating conditions under which each exist, pricing and promotion strategies for a new product. (13mks)
b. Explain the factors affecting the choice of distribution channel levels. (10mks)

QUESTION THREE
As a marketer, it is imperatively important to understand not just your competitor, but the nature of the competitive environment. Explain porters five forces model analysis of a range of micro factors that makes an industry attractive. (23mks)

QUESTION FOUR
a. Explain the meaning of strategic planning showing the levels at which it is done within an organization. (10mks)
b. What is the importance of strategic planning to a marketer. (13mks)

QUESTION FIVE
a. Explain the four types of control that can be distinguished in any organization. (8mks)
b. Discuss the following briefly
i. Characteristics of Market Audit. (3mks)
ii. Promotional strategy. (9mks)
iii. Market commitment strategy. (3mks)

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

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