 |
SMG811S - STRATEGIC MARKETING MANAGEMENT ANALYSIS PLANNING AND DECISION MAKING - 1ST OPP - JUNE 2022 |
|
|
1 Page 1 |
▲back to top |
n Am I BI A u n IVER s I TY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING AND LOGISTICS
QUALIFICATION: BACHELOR OF MARKETING HONOURS
QUALIFICATION CODE: 08MARK
COURSE CODE: SMG811S
SESSION: JUNE 2022
LEVEL: 8
COURSE NAME:
Strategic Marketing Management: Analysis,
Planning and Decision Making
PAPER: 1
DURATION: 3 HOURS
MARKS: 100
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) MS CHERLEYDU PLESSIS
DR STEWARTKAUPA
MODERATOR: DR S.P. SHIHOMEKA
INSTRUCTIONS
1. Answer ALL the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS QUESTION PAPER CONSISTS OF 2 PAGES (Including this front page)
|
|
2 Page 2 |
▲back to top |
|
|
3 Page 3 |
▲back to top |
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.
END OF PAPER
2
|
|
4 Page 4 |
▲back to top |
. IIRIR~~~
11!\\f@!!m'
m;,cu;JIC1i mn
l!C!!nl;l.llt:-/
P/Bag 1 3388
Windhoek
~lamlbia