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Mktg 321:Marketing Communications March 2010 Question Paper
Mktg 321:Marketing Communications March 2010
Course:Bachelor Of Commerce
Institution: Kabarak University question papers
Exam Year:2010
KABARAK UNIVERSITY UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF
COMMERCE
COURSE CODE: MKTG 321
INSTRUCTIONS:
1. Answer question ONE and ANY OTHER TWO questions
QUESTION 1
Gladwell Cheptoo is a Kenyan girl, who went to study in the United Kingdom in 1998. By the
end of 2000 she had graduated with a Diploma in Food and Beverage. She secured a manual job
in one branch of a large retail shop since she could not get a white collar job immediately. The
branch was based at Oxford Street.
The idear of a restaurant was germinated here because of her contact with foreign customers
especially those from East Africa. In addition to their shopping, many of these would ask her
about the possibility of purchasing Africa food. She would guide some of these queries to one or
two Afro-Caribean ethnic groups. This market segment appeared.
By the mid 2001 Gladwell realized that fast food outlets were springing up all over the city but
very few were for the Afro-Caribean ethnic groups. This market segment appeared .
In 2006, she found a suitable place near her home in Totten ham, in North London. She managed
to open up her restaurant in July 2006 with her savings. She purchased furniture and got some
start up assistance from the city council in form of renovation fee. Her main dishes were African
food especially Kenyan foods. This included, Ugali, fish, roast meat and traditional African
vegetables.
Gladwell soon planned to launch her newly opened restaurant by the name of “Kakamega
restaurant.”
a) Describe the promotional activities you would advice for the launching of the proposed
Kakamega Restaurant – Brixton. ( 10 marks)
b) Citing example, discuss the three major source factors to be considered in marketing
communication. ( 17 marks)
c) Explain the implications of the traditional Hierarchy Models. ( 3 marks)
QUESTION 2
a) Explain why as a marketer, you would want to understand the “information search stage”
of the consumer decision making process. ( 12 marks)
b) Describe the “Multi-attribute” model in handling consumer beliefs. (6 marks)
c) List any four ways you can enhance message retention in an advertisement. ( 2 marks)
QUESTION 3
a) Citing examples, discuss the objectives of advertising. (8 marks)
b) Distinguish between publicity and public relations as promotion-tools. (6 marks)
c) What types of message appeals would you use as a marketer? Cite examples. (6 marks)
QUESTION 4
a) Explain why you would support the view that advertising is a social waste. (10 marks)
b) State the advantages of using an advertising agency. (5 marks)
c) (i) Describe the term media clutter. (2 marks)
(ii) How would media clutter be reduced by a sender of a message? (3 marks)
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