THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN SALES AND MARKETING
MODULE III
MARKETING PLANNING
I. (a) Explain five tasks that top managers may perform in the implementation process in strategic marketing planning. (10 marks)
(b) Describe five features of an effective marketing information system. (10 marks)
2. (a) Describe the elements of the SWOT analysis model. (8 marks)
(b) Explain six factors that are essential in ensuring a successful planning process. (12 marks)
3. (a) Solar Limited, a market leader, is defending its business against rival attacks.
Explain five strategies the firm may use to defend its territories. (10 marks)
(b) Dana Limited recently formulated its marketing plan. Explain five benefits that the firm will derive from formulating the plan. (10 marks)
4. (a) Outline five factors which may cause a marketing firm to change its positioning strategies. (10 marks)
(b) A concentration strategy focuses on a single product in a single market. Explain five advantages of using this strategy. (10 marks)
5. (a) Explain five marketing control techniques that a firm may use when carrying out its marketing activities. (10 marks)
(b) Managers often consider several strategic alternatives to attain organizational goals.
Outline five such strategic alternatives. (10 marks)
6. (a) Explain five sources of information that a sales manager may use when estimating a sales budget. (10 marks)
(b) Kaka Limited is preparing its plans. Explain five tools that the firm may use to monitor performance of the plans. (10 marks)
7. (a) One of the stages in the evolution of formal planning in marketing is the strategic planning. Outline five features of this stage. (10 marks)
(b) Jumbo Limited, a newly established firm, has adopted a “cheap goods” competitive strategy. Explain five reasons that may have contributed to adoption of this strategy. (10 marks)
