Marketing Communication Question Paper

Marketing Communication

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 403: MARKETING COMMUNICATION

DATE: Thursday 2nd December, 2010 TIME: 2.00 p.m. – 4.00 p.m.
_______________________________________________________________________________
INSTRUCTIONS
Attempt question one and any other THREE questions.

Q1.
“Word-of-mouth communication is probably of more importance in getting people to try new
products than mass communication.” Do you agree or disagree with this statement? Discuss. [25 marks]

Q2.
Compare personal selling with advertising and highlight in what ways these two communication
functions are similar and in what ways they are unique. [15 marks]

Q3.
Identify some sales compensation plans and discuss the merits and limitations of each. [15 marks]

Q4.
Identify and explain the major advantages and disadvantages of the various basic methods of
compensating sales personnel. [15 marks]

Q5.
As a sales manager, what type of training programme(s) would you recommend for:
(a)
Newly employed staff. [15 marks]
(b)
Technical sales staff. [15 marks]
(c)
Senior (and nearly retiring) staff. [15 marks]

Q6.
Elaborate each step of the recommended selling process in retailing. [15 marks]

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