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Bens 211: Small Business Promotion Question Paper

Bens 211: Small Business Promotion

Course:Bachelor Of Entrepreneurship And Small Business Management

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS
FIRST YEAR EXAMINATION FOR THE AWARD OF
DEGREE IN BACHELOR OF ENTREPRENEURSHIP AND SMALL BUSINESS MANAGEMENT

BENS 211: SMALL BUSINESS PROMOTION

STREAMS: BENS Y2S1 TIME: 2 HOURS

DAY/DATE: FRIDAY 16/8/2013 8.30 AM- 10.30 AM

INSTRUCTIONS:

• Answer Question ONE and any other TWO Questions
• Do not write on the Question Paper

Question One

(a) Discuss the factors considered in selecting the promotional mix. [10 Marks]

(b) Explain the type of promotional activity that would be appropriate at each of the stages of the product life cycle in small enterprises. [10 Marks]

(c) By use of an illustration explain the communication process and its relevance in promotional mix techniques used by small business. [10 Marks]

Question Two

(a) Discuss the role of advertising in small businesses. [7 Marks]

(b) Explain the major decisions involved in developing an advertising program.
[7 Marks]

(c) What is the overall effect of advertising on consumer choice? [6 Marks]

Question Three

(a) Discuss the major challenges that small business face in the choice and application of the promotion mix. [14 Marks]

(b) Explain six objectives of consumer sales promotion objectives. [6 Marks]

Question Four

(a) Discuss the five frequently used public relations techniques. [10 Marks]

(b) Why has sales promotion grown in importance as a communication tool in small business in Kenya? [10 Marks]
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Bens 211: Small Business Promotion Question Paper

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