PRINCIPLES OF MARKETING AND COMMUNICATION 2020 PAST PAPER

TUESDAY: 24 November 2020.                                                                                                                      Time Allowed:  3 hours.

Answer any THREE questions in SECTION I and any TWO questions in SECTION IL ALL questions carry equal marks.

SECTION I

QUESTION ONE

1.          Explain four major steps involved in the marketing process.   (4 marks)

2.         Define the term “price discrimination”.  (2 marks)

Highlight three main forms of price discrimination.                                                                                                      (6 marks)

Describe four main purposes of promotion in marketing.                                                                                             (8 marks)

(Total: 20 marks)

 

QUESTION TWO

1.          Define the following types of digital marketing:

Internet marketing.                (2 marks)

Email marketing.                (2 marks)

Permission marketing.                (2 marks)

Viral marketing.                (2 marks)

Mobile marketing.                (2 marks)

2.          List six steps involved in the selling process.    (6 marks)

3.          Explain the term “geographical segmentation” as used in marketing.                                                                 (4 marks)

(Total: 20 marks)

 

QUESTION THREE

1.          Summarise four main characteristics of an effective market segment.  (8 marks)

2.          Enumerate six marketing functions. (6 marks)

3.           Analyse three components of a marketing plan.        (6 marks)

(Total: 20 marks)

 

QUESTION FOUR

1.           Define the term “brand loyalty” as used in marketing.                                                                                 (2 marks)

2.           Propose five benefits of branding to business organisations.                (10 marks)

3.           Explain four goals of marketing intelligence in modem marketing.                                                              (8 marks)

(Total: 20 marks)

 

SECTION II

QUESTION FIVE

1.          Explain the term “non-verbal communication”.                                                                                                         (2 marks)

List three types of non-verbal communication.                                                                                                                        (3 marks)

Summarise five functions of non-verbal communication.                                                                                                      (5 marks)

2.           State five benefits of teleconferencing.                                                                                                                         (5 marks)

3.           Highlight five purposes of an agenda in a meeting.   (5 marks)

(Total: 20 marks)

 

QUESTION SIX

1.          Highlight eight key tasks found in public relations.  (8 marks)

2.         Outline two benefits of a service charter to an organisation.      (4 marks)

Identify four barriers to effective business communication.                              (4 marks)

3.           Describe four tactics that could be used to capture audiences’ attention in an oral presentation.              (4 marks)

(Total: 20 marks)

 

QUESTION SEVEN

1.           Explain five purposes of horizontal communication in an accounting firm.        (5 marks)

2.          Analyse five objectives of business reports.                (10 marks)

3.          Define the term “digital telephony”.              (2 marks)

List three benefits of voice over internet protocol (VOIP).                   (3 marks)

(Total: 20 marks)