TUESDAY: 6 December 2022.      Morning Paper.            Time Allowed: 2 hours.

This paper is made up of fifty (50) Multiple Choice Questions. Answer ALL the questions by indicating the letter (A, B, C or D) that represents the correct answer. Do NOT write anything on this paper.

1. Which one of the following is a variable of the product mix?

A. Product range
B. Product selling
C. Product price
D. Product marketing (2 marks)

2. Which of the following is a benefit of using a mobile phone in communication?

A. Portability
B. Inaccessibility
C. Bulky
D. Inefficiency (2 marks)

3. Identify a factor that influences the price of a commodity.

A. The competitors’ prices
B. Human resources
C. Operation plan
D. Company objective (2 marks)

4. Which of the following is an indicator of customer satisfaction?

A. Repeat buying
B. Customer service
C. Market research
D. Tastes and preferences (2 marks)

5. Which of the following is a communication barrier caused by the receiver?

A. Technical language
B. Physical noise
C. Negative attitude
D. Faulty media (2 marks)

6. Which one of the following is a benefit of market targeting?

A. Control against fraud
B. Variety of goods and services
C. Promotes brand loyalty
D. Control against competition (2 marks)

7. Identify one of the components of a marketing plan for a business.

A. Product or service
B. Business description
C. Business strategy
D. Service charter (2 marks)

8. Which of the following is contained in a notice of a meeting?

A. Subject
B. Position
C. Product
D. Resolutions (2 marks)

9. Which of the following is a disadvantage of video conferencing?

A. Limited geographical coverage.
B. Affected by lack of power
C. Difficult to uses visual aids.
D. High cost of travelling (2 marks)

10. Which one of the following indicates emotions in one’s voice?

A. Anxiety
B. Fear
C. Tone
D. Grapevine (2 marks)

11. Which one of the following is a merit of wireless networks?

A. Inefficient
B. Does not require skill
C. Reduces paper work
D. Visual disorder (2 marks)

12. Which one of the following is an advantage of trade fairs and exhibitions?

A. Not very expensive
B. Consumes a lot of time.
C. Available all the time.
D. It is persuasive. (2 marks)

13. Which one of the following explains the process of creating, communicating and delivering value to meet the needs of customers?

A. Selling
B. Marketing
C. Marketing mix
D. Business (2 marks)

14. Identify one method of enhancing customer feedback.

A. Fair pricing.
B. Use of technology
C. Product accessibility
D. Product branding (2 marks)

15. Pendo Ltd sells children’s clothes and toys. Which type of market segmentation has it adopted?

A. Demographic
B. Junior.
C. Psychographic
D. Behavioural (2 marks)

16. Identify one objective of a marketing plan.

A. To document the business idea.
B. To get a clear picture of the business
C. To set out the management team
D. To state and review the marketing mix (2 marks)

17. What term is given to the willingness of a customer to engage and repeatedly purchase a product?

A. Customer satisfaction.
B. Customer experience.
C. Customer loyalty
D. Customer relations (2 marks)

18. Which of the following strategies could assist a business in market penetration?

A. Training employees.
B. Mass production.
C. Price adjustment.
D. Low transport cost (2 marks)

19. What is the other name given to concentrated marketing?

A. Niche marketing.
B. Mass marketing.
C. Segmented marketing.
D. Differentiated marketing (2 marks)

20. Which of the following represents a strategy of attracting new customers?

A. Building customer relationships
B. Creating a loyalty program
C. Offering cash discounts
D. Personalised market offerings (2 marks)

21. Which of the following is a correct definition of ‘target market’?

A. Market segment which is served by competitors
B. Customers for whom a particular marketing mix is designed
C. Process by which marketers focus on an individual customer
D. Identifying, capturing and retaining new customers (2 marks)

22. Identify an objective of market research.

A. Serves as a foundation of marketing plan
B. Describes the marketing-mix of a business
C. Outlines the purpose of running a business
D. Undertaken after preparing the marketing plan (2 marks)

23. Which of the following marketing concept stresses customer loyalty and long term customer management?

A. Selling concept
B. Transactional concept
C. Strategic concept
D. Relationship concept (2 marks)

24. Which of the following is a benefit of customer complaints?

A. Help identify difficult customers
B. Boosts the image of the business
C. Enhances competitive advantage
D. Helps in adjusting customer experience (2 marks)

25. The following are steps of the marketing process.

(i) Building customer relationships.
(ii) Capturing customer value.
(iii) Understanding the market place and customer needs.
(iv) Construct an integrated marketing plan and program.
(v) Design a customer driven marketing strategy.

Which of the following sets represent the correct order of steps of the marketing process model?
A. (iv), (ii), (iii), (v), (i)
B. (iii), (v), (iv), (i), (ii)
C. (ii), (iii), (iv), (v), (i)
D. (iii), (iv), (v), (i), (ii) (2 marks)

26. Which element of the marketing-mix is also referred to as market communication?

A. Publish
B. Process
C. People
D. Promotion (2 marks)

27. Which of the following is a challenge associated with the implementation of a marketing plan?

A. High prices of competitors
B. Unanticipated market changes
C. Availability of demand
D. Robust customer service (2 marks)

28. Identify one barrier to effective customer service.

A. Lack of customer data
B. Having many customers
C. Stiff industry competition
D. Lack of product promotion (2 marks)

29. Which marketing concept focuses on continual product improvement?

A. Product concept
B. Production concept
C. Innovation concept
D. Marketing concept (2 marks)

30. Which of the following is the correct definition of customer need?

A. Driver of customer’s purchase decision
B. Benefits that a brand promises to deliver
C. Goods and services a customer intend to buy
D. Market offerings available in the market (2 marks)

31. Identify a factor that could affect the market targeting strategy of a business.

A. Resources available
B. Brand image
C. Customer perception
D. Product name (2 marks)

32. What term refers to a roadmap that a business uses to track its marketing strategy over a given time?

A. Marketing budget
B. Marketing plan
C. Marketing process
D. Marketing concept (2 marks)

33. Which of the following is an advantage of formal communication?

A. It is highly systematic
B. Widens communication gap
C. Speed of transmission is high
D. Supports other channels (2 marks)

34. Why is it important for an interviewee to arrive early for an interview?

A. To give a negative impression
B. To avoid giving apologies
C. To avoid being attended to last
D. To reduce the anxiety level (2 marks)

35. Identify the importance of having an agenda during a meeting.

A. Informs members date of the meeting
B. Maintains records of the meeting
C. Helps in numbering meeting topics
D. Facilitates preparation of minutes (2 marks)

36. Which of the following is a physical barrier to communication?

A. Attitude
B. Language
C. Faulty machines
D. Culture (2 marks)

37. Why is it important to address letters correctly?

A. Ensure they reach their destination
B. Ensuring proper filing in an office
C. Enable the receiver know the sender
D. Make them more presentable (2 marks)

38. Which of the following is a skill of an effective interviewer?

A. Deceptive
B. Indecisive
C. Judgemental
D. Good Listener (2 marks)

39. Which of the following is a role played by the chairperson during a meeting?

A. Adjourning the meeting
B. Reading of minutes
C. Distribution of agenda
D. Making resolutions (2 marks)

40. What term is given to the element that transmits the message in the communication process?

A. Airwave
B. Sender
C. Feedback
D. Channel (2 marks)

41. The following are characteristics of interviews.

(i) Interactive
(ii) Saves on time.
(iii) Flexible.
(iv) No specific list of questions.
(v) Generate quantitative data.
(vi) There is use of closed-ended questions.
Which of the following set of characteristics relate to unstructured interviews?
A. (i), (ii), (iii)
B. (i), (iii), (iv)
C. (ii), (v), (vi)
D. (ii), (iv), (v) (2 marks)

42. Identify a reason for preparing an outline before making a presentation.

A. To be used for future reference
B. Arouse interest of the audience
C. Avoid omission of information
D. Enhance knowledge of subject matter (2 marks)

43. Which part of a report contains suggestions for action?

A. Conclusion
B. Findings
C. Introduction
D. Recommendations (2 marks)

44. Identify one advantage of using open-ended questions during an interview.

A. More information is gathered

B. There is uniformity of responses
C. They consume less time
D. They are easy to analyse (2 marks)

45. Why is audience analysis important before making a presentation?

A. Determine the audience appearance
B. To ensure faster presentation
C. To ensure legal compliance
D. Allow choice of suitable topic (2 marks)

46. Which one among the following is suitable for seminars?

A. Teleconference
B. Webinar
C. Video conference
D. Audio conference (2 marks)

47. What term refers to the form of communication between a manager and a subordinate in an organisation?

A. Horizontal communication
B. Lateral communication
C. Vertical communication
D. Diagonal communication (2 marks)

48. Which of the following non-verbal signal could communicate confidence during a job interview?

A. Chronemics
B. Proximity
C. Vocal variations
D. Artifacts (2 marks)

49. Identify the method of speech delivery that does not allow the speaker time to prepare thoroughly.

A. Memorised
B. Impromptu
C. Manuscript
D. Extemporaneous (2 marks)

50. Which of the following is a non-verbal indicator of active listening?

A. Open-minded
B. Tone
C. Eye contact
D. Paraphrasing (2 marks)

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