THURSDAY: 2 September 2021. Time Allowed: 3 hours.
Answer any TWO questions in SECTION I and any THREE questions in SECTION II. ALL questions carry equal marks.
SECTION I
QUESTION ONE
1. Summarise four types of unethical advertising. (4 marks)
2. Explain the term “vertical marketing system”. (2 marks)
Evaluate three major types of “vertical marketing systems”. (6 marks)
3. In the recent past most of the organisations are avoiding strong consumer resistance by introducing alternative approaches that avert increasing prices of commodities.
Analyse four of these approaches. (8 marks)
(Total: 20 marks)
QUESTION TWO
1. Explain four main features of the marketing concept orientation. (4 marks)
2. Evaluate four benefits of market segmentation. (8 marks)
3. Analyse four factors that might influence the buyers bargaining power of a product. (8 marks)
(Total: 20 marks)
QUESTION THREE
1. Explain the term “co-branding”. (2 marks)
(Assess four benefits of co-branding to an organisation. (4 marks)
2. Highlight six advantages of e-marketing. (6 marks)
3. Describe the steps that a marketer could follow to determine the price of a commodity. (8 marks)
(Total: 20 marks)
QUESTION FOUR
1. Analyse four benefits of a corporate sponsorship. (8 marks)
2. Examine four measures which a public relations officer could take against a media publishing an inaccurate story of an organisation. (8 marks)
3. Highlight four modern skills that a public relations practitioner should possess. (4 marks)
(Total: 20 marks)
QUESTION FIVE
1. Suggest four fundraising strategies that a public relations manager might use to solicit funds from well wishers. (4 marks)
2. Explain six features of a poorly designed product. (6 marks)
3. Evaluate five unethical practices used by public relations practitioners in business. (10 marks)
(Total: 20 marks)
QUESTION SIX
1. Highlight four specialised services that could be provided by public relations agencies. (4 marks)
2. Discuss three situations which could necessitate a product campaign launch. (6 marks)
3. Evaluate five roles of an internal public relations team in an organisation. (10 marks)
(Total: 20 marks)
QUESTION SEVEN
1. Suggest four ways in which a public relations officer could utilise the website. (4 marks)
2. Analyse four consequences likely to occur to an organisation for failing to manage a crisis. (8 marks)
3. Describe four main elements of a press release. (8 marks)
(Total: 20 marks)
