QUESTION ONE
25 MARKS
The marketing audit is in a number of ways the true starting point for the strategic
marketing planning process, since it is through the audit that the strategist arrives at a
measure both of environmental opportunities and threats and of the organization's
marketing capability. The thinking that underpins the concept of the audit is therefore
straightforward: it is that corporate objectives and strat~gy can only be developed
effectively against the background of a detailed and objective understanding both of
corporate capability and environmental opportunity, McDonald (1995, p. 28).
Against this background discuss any FIVE (5) consequences that an organisation may
face as a result of its failure to conduct a comprehensive marketing auditing.
QUESTION TWO
25 MARKS
In the modern business world having a competitive advantage is never a "permanent
state" as the business landscape is constantly changing. Every year there are new and
aggressive players entering the market and eroding the traditional sources of
competitive advantage of the old players and giving customers a wider variety of goods
and services to choose from.
With this background discuss FIVE (5) factors that have intensified hyper-competition in
the market. Give practical examples in each case to support your answers.
QUESTION THREE
25MARKS
Explain any FIVE (5) factors that contribute to problems in developing a truly effective
marketing planning systems and a market -oriented organisation.
QUESTION FOUR
25MARKS
Present FIVE (5) attractions of a loyal customer base that can be seen by an
organisation in terms of the greater scope for profits.
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