Marketing Planning 2019july Knec Past Paper

1. (a) There are certain growth strategies that a company may adopt for its existing product markets. Highlight six such strategies. (12 marks)
(b) Most organizations prefer to use financial controls as a way of implementing marketing control. Explain four reasons that may account for this preference. (8 marks)
2. (a) Explain five roles that marketing intelligence plays in the marketing planning process of an organization. (10 marks)
(b) The budgetary allocation for the marketing operations of a certain monopoly firm has been increasing progressively over time. Explain five factors that may account for this situation. (10 marks)
3. (a) Highlight five circumstances under which a company may fail to exploit an attractive market segment as a new business opportunity. (10 marks)
(b) Debeta Limited intends to launch a new product in the market. Describe five market coverage strategies that the company may adopt for the product. (10 marks)
4. (a) Explain five reasons that make marketing planning an important aspect of marketing management in most organizations, (10 marks)
(b) The company mission statement prepared by one of the offices of Ripet Limited has been deemed to be unclear. Explain five implications of having such an unclear mission statement in its strategic planning. (10 marks)
5. (a) The marketing manager of Waka Limited has decided to adopt the market skimming strategy for a newly launched product. Highlight five conditions that should prevail for the successful implementation of the strategy. (10 marks)
(b) Explain five factors that a company should consider when choosing a market coverage strategy for its products. (10 marks)
6. (a) Explain five features that a product should possess for it to be effectively differentiated in the market. (10 marks)
(b) Describe five components that constitute a marketing plan. (10 marks)
7. (a) Explain five measures that a company may take in order to improve the quality of its marketing intelligence. (10 marks)
(b) Highlight five factors that a marketing manager should consider when formulating the market plan for the organization.

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