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Marketing Communication Question Paper

Marketing Communication

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

UNIVERSITY EXAMINATIONS: 2009/2010
SECOND YEAR STAGE 3 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 208: MARKETING COMMUNICATION
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer ONE and Any other TWO Questions
QUESTION ONE
a) Define the term ‘marketing communication mix’ and briefly describe its five major component
(12 Marks)
b) Bidu Booksellers spent so much money in advertising their store via various media. However marketing research by a leading firm shows that most of their target customers are unaware of the store, and those that have heard about it can only recall scanty information from the ad, however they also seems to be make claims that were not on the original ad. The proprietor has come to you for an explanation on these research findings. Briefly explain why this could have happened.
( 6 Marks)
c) Write Brief notes on the following consumer response stages models; ( 12 Marks)
QUESTION TWO
a) Sale force is directly responsible for generating sales revenue. Describe six general sales force
management areas. ( 12 Marks)
2
b) Give the advantages and disadvantages of Personal Selling as a marketing communication tool.
( 8 Marks)
QUESTION THREE
a) The marketing director of Bidu booksellers, went to great lengths to convince the management board that a common marketing communication mix for all their products may not be effective.
He has asked for your support. By discussing the relationship between the Product Life Cycle and the various promotional tools, support or critique his position.
( 12 Marks)
b) One of the most difficult marketing decisions is how much to spend on promotion. Give an account of
how companies decide on the promotion budget. ( 8 Marks)
QUESTION FOUR
a) With the aid of examples, discuss two major classifications of communications channels.
( 10 Marks)
b) A marketer’s key challenge is setting the overall promotion mix. Explain the factors you will consider in setting the market communications mix. ( 10 Marks)
QUESTION FIVE
a) With the aid of an illustration discuss the elements of the communication process and their inter
relationships. ( 14 Marks)
b) Explain at least THREE factors that could enhance the effectiveness of marketing
communication. ( 6 Marks)

Marketing Communication Question Paper

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