PRINCIPLES OF MARKETING AND COMMUNICATION MAY 2021 PAST PAPER

TUESDAY:    18 May 2021.                                                                                                                             Time Allowed:  3 hours.

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

SECTION I

QUESTION ONE

1.        Define the following terms as used in marketing:

Marketing.                                                                                                                                                         (2 marks)

Market offerings.                                                                                                                                            (2 marks)

A market.                                                                                                                                                           (2 marks)

Marketing management.                                                                                                                                (2 marks)

2.        Highlight four major geographic segmentation variables tbr a consumer market.                                        (4 marks)

3.          Summarise four roles played by a marketing sales team.                                                                                   (8 marks)

(Total:  20 marks)

 

QUESTION TWO

1.         Discuss four benefits of internet marketing.                                                                                                           (8 marks)

2.        Explain three sources of marketing information required in making marketing decisions.                      (6 marks)

3.        Discuss three elements of promotion mix.                                                                                                              (6 marks)

(Total:   20 marks)

 

QUESTION THREE

1.        With reference to marketing environment:

Define the term “micro environment”.                                                                                                     (2 marks)

Outline five main actors in (a) (i) above.                                                                                                (5 marks)

2.        Analyse four situations in which advertisement campaign could fail to meet its objectives.                   (8 marks)

3.        Highlight five levels of a product.                                                                                                                              (5 marks)

(Total:   20 marks)

 

QUESTION FOUR

1.         In the context of digital marketing channels:

Define mobile marketing.                                                                                                                                     (2 marks)

List three benefits of mobile marketing.                                                                                                               (3 marks)

2.        Highlight five characteristics of a good marketing research.                                                                                                (5 marks)

3.        Explain the following types of marketing:

Database marketing.                                                                                                                                             (2 marks)

Internal marketing.                                                                                                                                               (2 Marks)

4.         Identify six benefits of a marketing plan.                                                                                                                             (6 marks)

(Total:- 20 ‘Marks)

 

SECTION 11

QUESTION FIVE

1.          Explain three characteristics of effective listening.                                                                                                               (6 marks)

2.         You have recently been hired as a public relations officer. Highlight six tasks that you will be required to perform. (6 marks)

3.          Explain four measures that a marketing department in an organisation could take to improve customer relations. (8 marks)

(Total: 20 marks)

 

QUESTION SIX

1.           List five reasons for holding a formal meeting in an organisation.                                                                                       (5 marks)

2.          Explain five differences between oral and written communication.                                                                                    ( 10 marks)

3.           Summarise five functions of business letters.                                                                                                                       (5 marks)

(Total:  20 marks)

 

QUESTION SEVEN

1.         Describe six types of communication in an organisation.                                                                                                   (12 marks)

2.         Suggest four ways in which e-mail has changed the way businesses operate.                                                                     (4 marks)

3.         Explain four benefits of social media as a means of communication.                                                                                   (4 marks)

(Total: 20 marks)