PRINCIPLES OF MARKETING AND COMMUNICATION 2021 PILOT PAST PAPER

November 2021. Time Allowed: Two hours

This paper has three sections. Section One has forty (40) multiple choice questions. Section Two has twenty (20) short response questions. Section Three has one (1) essay question. All questions are compulsory. Marks allocated to each question are shown at the end of the question.

SECTION ONE

[40 MARKS] [40 MINUTES]

1. Which of the following is not a main factor that should be considered while adopting a societal marketing concept? (1 mark)

A. Consumers’ needs
B. Society’s needs
C. Competitors’ needs
D. Organisation’s needs.

2. Which of the following statement best explains the meaning of market positioning? (1 mark)
A. Place the product occupies in customers’ minds
B. Place of selling the organisation’s product
C. Place where customers are located
D. Methods used to approach the market.

3. Identify one factor that could be considered while developing a promotion strategy of a business plan? (1 mark)
A. Selling price
B. Management team
C. Business name
D. Media to use.

4. Which of the following best explains a measurement that determines how happy customers are with an organistion’s product? (1 mark)
A. Customer service
B. Customer relations
C. Customer loyalty
D. Customer satisfaction.

5. Once a marketing plan is developed, it should not be changed. This statement is: (1 mark)
A. True
B. False

6. A marketing plan could include the nature of packaging of the product offered for sale. This statement is: (1 mark)
A. True
B. False

7. Identify one main benefit of market segmentation. (1 mark)
A. Need to apply different advertisements
B. Effective utilisation of resources
C. Production cost is lower
D. Require smaller storage space.

8. Which of the following statement best defines the term ‘marketing’? (1 mark)
A. A group of potential customers sharing particular needs and wants
B. A combination of products and services that satisfies customer needs
C. Process by which organisations create value for customers and build strong relationships
D. Determining the quantity of a product that consumers are willing to buy.

9. Which of the following is a method of obtaining customers’ feedback? (1 mark)
A. Notices
B. Circulars
C. Advertisements
D. Interviews.

10. Identify one key objective of market positioning in a business organisation. (1 mark)
A. Able to tailor products to the needs of customers
B. Excludes other market segments
C. Do not share the market with competitors
D. Does not take time to identify a market segment.

11. Which one of the following is not a role of marketing in a business organisation? (1 mark)
A. Product development
B. Product promotion
C. Product grading
D. Product distribution.

12. Identify one key benefit that a business organisation achieves from customer retention. (1 mark)
A. Existing customers buy goods at a cheaper price
B. The business does not need to attract new customers
C. It helps the business to analyse competitors
D. Existing customers are more likely to recommend your products to others.

13. Which of the following is a technique that a business organisation could use to understand customers’ needs and wants? (1 mark)
A. Marketing mix
B. Market research
C. Market positioning
D. Customer satisfaction.

14. Ignoring difficult customers is a principle of effective complaints handling. This is: (1 mark)
A. True
B. False

15. Only the marketing department in an organisation should be responsible for ensuring customer satisfaction. (1 mark)                      A. True
B. False

16. Segment size is one of the criteria of selecting a target market. This is: (1 mark)
A. True
B. False

17. Which of the following is not a market offering? (1 mark)
A. Services
B. Experiences
C. Goods
D. Prices.

18. Identify one component of a marketing plan that enables at a glance over-view of its contents. (1 mark)
A. Business
B. Marketing budget
C. Executive summary
D. Product or service.

19. Which of the following could indicate active listening to a customer during a phone conversation? (1 mark)
A. Restating what the customer says
B. Nodding the head
C. Interrupting the customer
D. Telling the customer to repeat.

20. Which of the following statements best explains the meaning of psychographic segmentation? (1 mark)
A. Dividing the market based on demographic characteristics
B. Dividing the market based on customers’ personal characteristics
C. Dividing the market based on the products consumed
D. Dividing the market based on economic strength.

21. Which of the following is a component of the distribution strategy of a marketing plan? (1 mark)
A. Promotion campaigns to undertake
B. Methods of getting the product to customers
C. Types of credit to give to customers
D. Prices you will sell to your distributors.

22. Which one of the following best explains the process of choosing a number of markets and designing separate marketing mix for each one of them? (1 mark)
A. Concentrated marketing
B. Micromarketing
C. Undifferentiated marketing
D. Differentiated marketing.

23. Identify a method that a business could use to build customers’ loyalty. (1 mark)
A. Advertising products
B. Rewarding customers
C. Attracting customers
D. Developing products.

24. Identify a consumer benefit that could be considered while developing a product strategy of a marketing plan? (1 mark)                  A. Product comfort
B. Materials used
C. Product ownership
D. Product market.

25. Which of the following barriers to effective communication can be caused by a sender? (1 mark)
A. Pre-conceived ideas
B. Selective listening
C. Information overload
D. Lack of feedback.

26. Which one of the following is not contained in the layout of a memorandum? (1 mark)
A. Salutation
B. Subject
C. Signature
D. Date.

27. Identify one purpose of analysing the audience before a presentation. (1 mark)
A. Helps to present your material quickly
B. Helps in organizing material to suit the audience
C. Helps to determine occasion of presentation
D. Helps to invite audience for the presentation.

28. Which of the following is not a skill that an interviewer should possess? (1 mark)
A. Elimination skill
B. Planning skill
C. Analytical skill
D. Communication skill.

29. Which of the following should be contained in minutes of a meeting? (1 mark)
A. Notice of a meeting
B. Role of chairperson
C. Time of leaving the meeting
D. Matters arising.

30. Which one of the following is not a way the speaker could use to enhance credibility during a presentation? (1 mark)                            A. Demonstrating knowledge of the subject matter
B. Using humour throughout the presentation
C. Emphasising similarity with the audience
D. Supplying evidence of information given.

31. Informal communication is beneficial to an organisation. (1 mark)
A. True
B. False

32. Which of the following statement best explains the importance of dressing appropriately during an interview?(1 mark)                         A. Shows you take the interview seriously
B. Shows you are smart
C. Shows that you are well educated
D. Shows you are successful.

33. Identify a reason that makes accuracy important in a business document. (1 mark)
A. It makes the message interesting
B. It provides feedback
C. It conveys ideas clearly
D. It sets the tone of the message.

34. Which of the following is a technique of encouraging participation during a meeting? (1 mark)
A. Ensuring minutes are written
B. Chairing the meeting
C. Distributing agenda in advance
D. Not allowing turn taking.

35. Which of the following is not a stage in the communication process? (1 mark)
A. Message interpretation
B. Conception of message
C. Message encoding
D. Recording of message.

36. Which of the following is a characteristic of a non-structured interview? (1 mark)
A. Takes less time to conduct
B. More difficult for the interviewer to control
C. Provides quantifiable results
D. Require less skill by the interviewer.

37. Identify one function of introduction during a presentation. (1 mark)
A. Encourages the audience to take action
B. To indicate the source of information
C. Set the proper tone for the topic
D. To ask for clarification.

38. All business documents should be signed. (1 mark)
A. True
B. False

39. Which of the following best explains completeness as a principle of effective communication? (1 mark)
A. Including all the relevant information
B. Using as few words as possible
C. Taking into account the feeling of the receiver
D. Using an easy to understand language.

40. Which of the following is NOT a format of presenting a business report? (1 mark)
A. Memorandum
B. Letter
C. Schematic
D. Notice.

SECTION TWO

[40 MARKS] [1 Hour]
You are advised not to exceed forty words in answering each question.
41. Identify two situations when production concept of marketing could be useful. (2 marks)
42. List two factors that could form the basis of demographic segmentation. (2 marks)
43. State two reasons that makes marketing plan important to a business organisation. (2 marks)
44. Identify two strategies that a business organisation could use to attract new customers. (2 marks)
45. Identify two characteristics of an effective marketing plan. (2 marks)
46. Highlight two essential features of an effective market segment. (2 marks)
47. Outline two roles of marketing in a business organisation. (2 marks)
48. Identify two tools that an organization could use to facilitate product positioning. (2 marks)
49. Highlight two principles of effective customer service. (2 marks)
50. State two core marketing activities undertaken in a business organisation.
51. Identify two product decisions that may require to be made to enhance the marketing function. (2 marks)
52. Outline two benefits that could accrue to an organisation from customer satisfaction. (2 marks)
53. Identify two ways that could be used to overcome noise barrier in oral communication. (2 marks)
54. Highlight two purposes of rehearsing before making a presentation. (2 marks)
55. Outline two advantages of using open-ended questions during an interview. (2 marks)
56. List two contents of the agenda of a meeting. (2 marks)
57. Match each of the non-verbal signals in list ‘A’ below with one message they could convey from list ‘B’.


(2 marks)
58. Identify two circumstances when circular letters could be sent to customers. (2 marks)
59. Identify two stages in the actual delivery of a presentation. (2 marks)
60. Identify two roles performed by the secretary during a meeting. (2 marks)

(Total: 40 marks)

SECTION THREE

[20 MARKS] [20 MINUTES]

61. Explain four factors that a sender could consider while choosing a channel of communication. (8 marks)
Define the term behavioural segmentation. (2 marks)
Demonstrate five ways that customers could be grouped while applying the behavioral segmentation. (10 marks)

(Total: 20 marks)

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