THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN SALES AND MARKETING
MARKETING PLANNING
1. (a) Outline five benefits that a firm may derive from setting sound marketing objectives. (10 marks)
(b) Creative Limited, a new company is in the process of formulating its mission statement.
Explain five elements that should be included in the mission statement. (10 marks)
2. (a) Ms. Kamiii, a marketing consultant is preparing a talk on the benefits of using a marketing budget. Outline four benefits that she is likely to focus on. (8 marks)
(b) Mr. Matu is preparing a marketing plan for a client. Describe the first six components of the plan that he should include. (12 marks)
3. (a) Describe five qualitative methods that may be used to forecast sales in a marketing organisation. (10 marks)
. (b) Explain five reasons why a firm’s marketing plan may fail. (10 marks)
4. (a) Describe the steps followed in the marketing control process. (8 marks)
– (b) Explain six ways in which a marketing firm may use modem technology to control its operations. (12 marks)
5. (a) It is necessary for a firm to scan the marketing environment when preparing a strategic plan. Outline six reasons for this. (12 marks)
(b) Explain four components of a firm’s marketing information system. (8 marks)
6- (a) Outline five tools that may be used by a firm to control its marketing activities. (10 marks)
(b) Kitwa Limited uses penetration pricing strategy for its products. Outline five circumstances which could have influenced the company to use this strategy. (10 marks)
7. , (a) Explain six advantages of carrying out a portfolio analysis to a marketing firm. (12 marks)
(b) Koki Limited uses differentiated market coverage strategy to serve its market. Outline four benefits that the company derives from using this strategy
