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Dsmk 102: Marketing Communications And Buyer Behavior Question Paper

Dsmk 102: Marketing Communications And Buyer Behavior

Course:Marketing Communication

Institution: Kenya Methodist University question papers

Exam Year:2008

KENYA METHODIST UNIVERSITY

END OF SECOND TRIMESTER 2008 EXAMINATIONS

FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTEMENT : BUSINESS ADMINISTRATION
COURSE CODE : DSMK 102
COURSE TITLE : MARKETING COMMUNICATIONS AND BUYER BEHAVIOR
TIME : 2 HOURS

INSTRUCTIONS:
• Answer Question ONE (Compulsory) and any other TWO Questions

Question 1
(a) Discuss the elements in the marketing communication process giving a practical example of a message being transmitted (10 marks)
(b) Highlight the barriers that a sender may encounter while trying to transmit a message. (10 marks)

Question 2
(a) Perception is a way of acquiring information from the public. Discuss the five common tendencies that can distort perception (10 marks)
(b) Discuss the five types of communication flows that an organisation can adopt (10 marks)

Question 3
(a) What factors would impede or enhance the marketing communications process (10 marks)
(b) Discuss and give examples of five forms of appeals that a marketer may use to communicate his ideas to the public. (10marks)

Question 4
(a) Discuss the five elements of the marketing communications mix highlighting their effect on an organization (20 marks)
Question 5
(a) Non-verbal communications are not coded into words. Clearly explain four important categories of non-verbal communication (10 marks)
(b) How do marketers formulate marketing communications budgets (10 marks)

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