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Marketing Communication And Strategy Question Paper

Marketing Communication And Strategy

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 601: MARKETING COMMUNICATION AND STRATEGY
DATE: TUESDAY, 1ST FEBRUARY 2011 TIME: 2.00 P.M. - 5.00 P.M.

INSTRUCTIONS: Attempt any FOUR questions.

All questions carry equal marks.

1.
In promotion as well as marketing, some people argue that usage is the most useful segmentation variable. Others believe that the benefit provided by the product or service is the most useful. Still others will refute both statements. What is your position and why? (15 marks)

2.
The word image is important in the field of promotion as well as public relations; and image can make a product fail or succeed. As a marketing manager of the Kenya Breweries Ltd., what do you consider is the image held by the general public of the following brands of your beer:
(a)
Tusker
(b)
Pilsner
(c)
White Cap
(d)
Citizen
Confine answers to a few statements. (15 marks)

3.
Very often, there have been criticisms advanced against promotion activities. Identify and discuss at least five areas of criticisms of promotion. (15 marks)

4.
Suppose you are the Advertising Manager for Uchumi or Nakumatt retail outlets, who had been asked by the company’s Chief Executive Officer to establish a system to measure the Effectiveness of advertising programme in your company. What would be the composition of your system of measuring the advertising effectiveness? (15 marks)

5.
(a)
What is the percentage-of-sales budgeting approach? (7 marks)
(b)
Under what circumstances might it be appropriate and why? (8 marks)

6.
In addition to advertising, what other elements of the communication and marketing mix would be your promotional strategy for a product of your choice (you may invent the product). (15 marks)

Marketing Communication And Strategy Question Paper

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