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Mktg 331:Marketing Communication Question Paper

Mktg 331:Marketing Communication

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2011

KENYA METHODIST UNIVERSITY

END OF 3''RD ''TRIMESTER 2011 EXAMINATIONS
FACULTY : SCHOOL OF BUSINESS AND MANAGEMENT
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 331
UNIT TITLE : MARKETING COMMUNICATION

TIME: 2 HOURS

Instructions: Answer Question ONE and ANY other TWO Questions.

Question One

Define marketing communication and explain its role in the exchange process of marketing.

(8 Marks)

State the elements of the communication process and briefly describe the role of each element as it relates to marketing communication.

(10 Marks)

Identify the consumer-decision process and explain why the understanding of this process is important when designing an effective marketing communication.

(12 Marks)

Question Two

Define integrated marketing communication (IMC), identify the tools used in the IMC and its benefits.

(10 Marks)

State THREE attributes of source factors in marketing communication and their relevance in marketing communication.

(10 Marks)

Question Three

Describe personal and non-personal communication channels. Why is personal communication channels more effective than non-personal?

(10 marks)

What is cognitive dissonance in buyer behavior? Explain how consumers reduce the dissonance and how marketers respond to this behavior.

(10 marks)

Question Four

Assume you have been selected as marketing communication manager of a fast food manufacturing company in Kenya, explain the steps you would take in developing an effective marketing communication strategy.

(12 Marks)

Using a company of your choice and with relevant examples explain how the company would use public relations and publicity to communicate with their publics.

(8 Marks)

Question Five

Explain factors that would be considered in selecting the appropriate advertising media.

(10 Marks)

Explain the role of sales promotion as a marketing communication tool.

(10 Marks)

Mktg 331:Marketing Communication Question Paper

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