WEDNESDAY: 27 November 2019. 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. Explain five benefits of using commission as a method of remunerating salesmen. (5 marks)
2. Suggest five reasons why marketers brand their products. (5 marks)
3. Discuss five benefits of mobile marketing. (10 marks)
(Total: 20 marks)
QUESTION TWO
1. Define the term “marketing planning”. (2 marks)
Summarise five merits of marketing planning. (5 marks)
2. Outline five benefits of market segmentation. (5 marks)
3. Discuss four factors which a marketer could consider while selecting an advertising agency. (8 marks)
(Total: 20 marks)
QUESTION THREE
1. Identify four factors that could contribute to new product development. (4 marks)
2. Summarise four challenges of using social media marketing in a business. (8 marks)
3. Describe four types of promotional pricing a company could use to increase the sales. (8 marks)
(Total: 20 marks)
QUESTION FOUR
1. Outline five uses of marketing information. (5 marks)
2. Explain the meaning of the following types of marketing:
Relationship marketing. (2 marks)
Integrated marketing. (2 marks)
3. Summarise six contributions of marketing to the society. (6 marks)
4. Highlight five benefits that could accrue to an organisation from decentralising its sales management. (5 marks)
(Total: 20 marks)
SECTION II
QUESTION FIVE
1. Highlight three unethical practices associated with public relations professionals. (3 marks)
2. Explain five disadvantages of using oral communication in an office. (5 marks)
3. Summarise four benefits of e-mailing memos in an organisation. (4 marks)
4. Discuss four reasons why it is important for an organisation to train employees on customer service. (8 marks)
(Total: 20 marks)
QUESTION SIX
1. Outline five qualities of a good report. (5 marks)
2. Highlight five roles of the Secretary before a meeting. (5 marks)
3. Define the term “public relations”. (2 marks)
Discuss four methods that an organisation could use to build good public relations. (8 marks)
(Total: 20 marks)
QUESTION SEVEN
1. Explain five advantages of grapevine communication in an organisation. (10 marks)
2. Define the term “teleconferencing“. (2 marks)
Discuss four disadvantages of teleconferencing. (8 marks)
(Total: 20 marks)
