PRINCIPLES OF MARKETING AND COMMUNICATION APRIL 2022 PAST PAPER

TUESDAY: 5 April 2022. Morning paper.                                                                                            Time Allowed: 3 hours.

This paper is made of a hundred (100) Multiple Choice Questions. Answer ALL the questions indicating the letter (a, b, c or d) that represents the correct answer. Do NOT write anything on this paper.

 

  1. Which of the following statements is NOT true about marketing?

(a)           Marketing aims at finding and sustaining customers creating a competitive advantage.

(b)           Marketing is successful if it satisfies customers profitably.

(c)           Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual  (customer) and organisational objectives.

(d)           Marketing is not governed ethics.                                                                                                             (1 mark)

 

  1. In organisations, the people with needs or wants are also known as:

(a)           Customers.

(b)           Audiences.

(c)           Target groups.

(d)           Beneficiaries.                                                                                                                                                  ( I mark)

 

  1. Obtaining a desired object from someone offering something of value in return is also known as:

(a)           Exchange process.

(b)           Transaction.

(c)            Market distribution.

(d)           Monitoring and evaluation.                                                                                                                           ( 1 mark)

 

  1. Marketing approaches made from customer’s perspectives and not factory capabilities are also known as:

(a)           Consumer oriented.

(b)           Production concept oriented.

(c)           Sales oriented.

(d)           Profit oriented.                                                                                                                                               ( I mark)

 

  1. Which of the following statements BEST describes the marketing mix?

(a)           It is a set of controllable tactical marketing tools that the firm blends to produce customer centered solutions in the market.

(b)           There is hardly any difference between product and price.

(c)           The marketing program does not have to blend the marketing mix elements together.

(d)           There has been a trend to represent the marketing mix from a customer’s views to the sellers view.     ( I mark)

 

  1. Hospitals, schools, churches and prisons comprise of:

(a)           Consumer markets.

(b)           Institutional markets.

(c)           Reseller markets.

(d)           Business to business markets.                                                                                                                          (1 mark)

 

  1. Which is true about undifferentiated markets?

(a)           Businesses appeal to several markets and develop different messaging for each group.

(b)           They focus on mass market commodities.

(c)           Most customers in this segment use social media.

(d)           Related campaigns do in-depth research to understand different customer preferences.                              (1 mark)

 

  1. Which of the following statement is NOT true about market segmentation?

(a)           It involves identifying and classifying people into homogeneous groupings.

(b)          It involves determining which categories are viable target markets.

(c)          It enables increased efficiency determining needed efforts in tandem with area characteristics.

(d)          There are two major segmentation strategies.                                                                                    (1 mark)

 

  1. Which of the following is NOT a participant in the organisational buying process?

(a)           Influencer.

(b)          Gatekeeper.

(c)           Decider.

(d)          Seller.                                                                                                                                                            (I mark)

 

  1. Which of the following is a type of online research?

(a)          Focus group discussion.

(b)          Oral interviewing.

(c)          Moderated virtual surveys.

(d)          Face to face interviews.                                                                                                                            (1 mark)

 

1 1 .      The following are steps involved in marketing research EXCEPT:

(a)          Determining the scope of the research.

(b)          Creating research design.

(c)          Prospecting.

(d)          Sample selections.                                                                                                                                     (1 mark)

 

  1. Which of the following is NOT a research design approach?

(a)          Experimental.

(b)          Streamlined instant messaging.

(c)          Observational.

(d)          Survey.                                                                                                                                                          ( I mark)

 

  1. is the process of interpreting a message in the communication channel.

(a)           Feedback.

(b)          Encoding.

(c)          Encrypting.

(d)          Decoding.                                                                                                                                                      (1 mark)

 

  1. Which of the following is an element of services marketing mix?

(a)           Place.

(b)          Promotion.

(c)          Process.

(d)          Packaging.                                                                                                                                                     (1 mark)

 

  1. Which of the following is NOT a pricing objective?

(a)          To lead market share.

(b)          Return on investment.

(c)          To maximise profits.

(d)          To control product placement.                                                                                                               (1 mark)

 

  1. Which of the following is NOT a demographic segmentation criteria?

(a)          Gender.

(b)          Age.

(c)          Values.

(d)          Profession.                                                                                                                                                   (1 mark)

 

  1. Which of the following is TRUE about product distribution?

(a)          Number of intermediaries indicates length of a channel.

(b)          A direct marketing channel has two intermediary levels.

(c)          An indirect marketing channel contains no intermediaries.

(d)          A greater number of levels means channel simplicity.                                                                   (1 mark)

 

  1. Which of the following is a set of the product development process?

(a)           Penetration.

(b)           Screening.

(c)            Diversification.

(d)           Product extension.                                                                                                                                           (1 mark)

 

  1. Which of the following is a barrier of effective communication?

(a)          information overload.

(b)          Eye contact.

(c)          Right posture.

(d)          Listening.                                                                                                                                                     (I mark)

 

  1. Which of the following is NOT involved in managing a meeting?

(a)          Setting ground rules.

(b)          Moderating participation.

(c)          Managing conversations.

(d)          Rioting.                                                                                                                                                         ( I mark)

 

  1. The first step of the selling process involves:

(a)          Presentation.

(b)          Follow up.

(c)          Prospecting.

(d)          Closing.                                                                                                                                                        (1 mark)

 

  1. The introduction section of a customer service charter comprises:

(a)          Mission statement.

(b)          Services rendered.

(c)          Organisation contact.

(d)          Service costs.                                                                                                                                             (1 mark)

 

  1. Which of the following is NOT negative consequence of conflicts?

(a)          Fosters realisation of set goals.

(b)          Can lead to distorted judgment.

(c)          Can tamper with team cohesion.

(d)          Can threaten relationships.                                                                                                                     (I mark)

 

  1. Which of the following is TRUE about sustainable marketing?

(a)          It involves promoting environmental and social responsible products, practices and brand values.

(b)          Related programs are short term.

(c)          Not all aspects of the brand might support sustainability.

(d)          The company does not prioritise reducing carbon emissions and waste recycle.                   (1 mark)

 

  1. The following are characteristics of weak brands EXCEPT:

(a)          Negative image.

(b)          Influence purchase.

(c)           Loss of market share.

(d)          Inconsistency.                                                                                                                                            ( I mark)

 

  1. Kinesic communication is characterised use of:

(a)          Time.

(b)          Touch.

(c)          Body movements.

(d)          Interpersonal communication.                                                                                                               (1 mark)

 

  1. Which of the following is NOT a function of a committee member in meetings?

(a)          Reporting on tasks identified from previous meetings.

(b)          Participation in membership.

(c)          Attending meetings.

(d)          Record apologies of absentee members.                                                                                             ( I mark)

 

  1. Which of the following is NOT a common communication problem in organisations?

(a)          Cultural differences.

(b)          Language barriers.

(c)          Information overflow.

(d)          Tolerating diversity.                                                                                                                                  (1 mark)

 

  1. Which of the following statements is TRUE about price skimming?

(a)           It involves setting high prices when a product is introduced in the market gradually lowering the prices with competition surge.

(b)          It involves undercutting competitors.

(c)          It involves price discrimination.

(d)          It involves economy pricing.                                                                                                                  (1 mark)

 

  1. Marketing strategy that involves the company focusing on a UNIQUE and exclusive target market for all its initiatives is also known as:

(a)           Undifferentiated marketing.

(b)          Concentrated marketing.

(c)          Niche marketing.

(d)          Focused marketing.                                                                                                                                    (1 mark)

 

  1. Which of the following is the most IMPORTANT attribute of a salesman?

(a)          Thorough knowledge of the product, company and customer.

(b)          Resilience.

(c)          Determination.

(d)          Negotiation skills.                                                                                                                                      (1 mark)

 

  1. Which communication channel would NOT be ideal for a grassroots community campaign?

(a)          Community radio.

(b)          Barazas.

(c)          Market day community engagements.

(d)          Twitter feeds.                                                                                                                                              (I mark)

 

  1. Which of the following is NOT TRUE about Grape Vine?

(a)          It is a channel for instilling team work.

(b)          It is an informal channel of communication in organisations.

(c)          It is initiated Heads of department.

(d)          It is recognised as a communications channel.                                                                                 (1 mark)

 

  1. Which of the following is NOT an ideal attribute of an online e-commerce website?

(a)          Secure payment network.

(b)          Aesthetically appealing.

(c)          Strong call to action.

(d)          Medium speed loading time.                                                                                                                   ( I mark)

 

  1. Which of the following is a demerit of webinars?

(a)          High drop out rates.

(b)          Wide reach.

(c)          Seamless recording.

(d)          Convenience attendance.                                                                                                                          (I mark)

 

  1. Which of the following is NOT a disadvantage of face to face interviews?

(a)           High personnel costs.

(b)          High interview bias.

(c)          Capturing verbal and nonverbal cues.

(d)          Sample size limitation.                                                                                                                             (I mark)

 

  1. Which of the following is a benefit of market planning?

(a)           Ensuring that programs are executed within stipulated budgets.

(b)           Backstopping any uncertainties in execution of programs.

(c)           Avoiding waste resources.

(d)           All of the above.                                                                                                                                              (1 mark)

 

  1. Which of the following is NOT a strategy for eliciting customer feedback on social media?

(a)          Hold social media contests.

(b)          Send direct messages requesting for feedback.

(c)          Post link to a survey.

(d)          Conduct face to face interviews.                                                                                                           (1 mark)

 

  1. What should NOT be done when dealing with difficult customers?

(a)          Practice active listening.

(b)          Empathise.

(c)          Be defensive.

(d)          Acknowledge fault if deserved.                                                                                                             (1 mark)

 

  1. Which of the following conclusive section is found in reports?

(a)          Abstract.

(b)          Recommendations.

(c)          Executive summary.

(d)          References.                                                                                                                                                  (1 mark)

 

  1. The opening of a formal report accomplishes the following EXCEPT:

(a)          Summarises the salient points of the report.

(b)          Gives a logical conclusion.

(c)          Introduces the report.

(d)          Draws inferences from the report.                                                                                                        (I mark)

 

  1. Which of the following statements is NOT TRUE about the communication process?

(a)          Communication is successful if transmitted.

(b)          Communication is cyclical.

(c)          Feedback and noise are elements of the communication process.

(d)          Communication begins with a source with a message targeted at the receiver.                        ( 1 mark)

 

  1. The following are formal communication modes except:

(a)          Letters.

(b)          Memo.

(c)          Circulars.

(d)          Grapevine.                                                                                                                                                   (I mark)

 

  1. The touch element of nonverbal communication is also known as:

(a)          Kinesics.

(b)          Proxemics.

(c)          Paralanguage.

(d)          Haptics.                                                                                                                                                        ( I mark)

 

  1. Which of the following is NOT a tactic for harnessing non verbal communication?

(a)          Maintaining eye contact during communication.

(b)          Fidgeting and yawning.

(c)          Appropriate use of hand signals.

(d)          Dressing informally.                                                                                                                                 (1 mark)

 

  1. Which of the following is NOT a promotion strategy in the marketing mix?

(a)          Advertising.

(b)          Public relations.

(c)          Channel distribution.

(d)          Personal selling.                                                                                                                                         ( I mark)

 

  1. Which of the following is a correct description of informal meetings?

(a)          There are no minutes taken during the meeting.

(b)          There is a set agenda sent to members before meeting begins.

(c)          They involve presenting large scale operational issues.

(d)          Annual shareholder meeting is an example of a formal meeting.                                                (1 mark)

 

48.   Which of the following is NOT an example of marketing service agencies?

(a)          Advertising agencies.

(b)          Marketing consultancy firms.

(c)          Consumers.

(d)          Promotional agencies.                                                                                                                               (1 mark)

 

  1. Which of the following are NOT internal publics?

(a)           Employees.

(b)          Board of Directors.

(a)           Citizen action groups.

(d)          Interns.                                                                                                                                                          (1 mark)

 

  1. Which of the following is NOT a tangible product attribute?

(a)          Quality.

(b)          Price.

(c)           Features.

(d)          Design.                                                                                                                                                          (1 mark)

 

5 1 .       Which of the following is a MAIN DISTINCTIVE feature of a supermarket?

(a)          Rapid turnover.

(b)          Low price.

(c)          Open display.

(d)          Economies of scale.                                                                                                                                  (1 mark)

 

  1. Choose from the list below the statement that gives the BEST description of secondary data?

(a)          Data gathered from secondary sources in a market environment.

(b)          Information collected for a specific purpose from the market.

(c)          Firsthand information gathered from the market environment.

(d)          Information that already exists collected for other purposes.                                                      ( I mark)

 

  1. Which of the following statements gives the BEST description of observational research?

(a)          Observing the geographical markets within a marketing environment.

(b)          Observing relevant people, actions and situations in the environment.

(c)          Observing the marketing activities in a day-to-day market environment.

(d)          Observing the markets and the relevant goods and services periodically.                                 (I mark)

 

  1. From the list below, choose the statement that DOES NOT represent the objectives of advertising:

(a)          To create desire for a product.

(b)          To alter perceptions about a product.

(c)          To improve customer service.

(d)          To provide reassurances.                                                                                                                         (1 mark)

 

  1. Which of the following statements BEST describes customer satisfaction?

(a)          The extent to which a product’s perceived performance matches a buyer’s expectations.

(b)          The extent to which a product’s performance matches the buyer’s price offered.

(c)           The extent to which a product’s performance matches the consumer’s earned income.

(d)          The extent to which a product’s performance matches the consumer’s emotional buying.   (I mark)

 

  1. Which of the following is NOT an aspect of marketing process?

(a)          Finding out customers.

(b)          Assessing customer needs.

(c)          Customer behaviour change.

(d)          Placing goods with customers.                                                                                                               (I mark)

 

  1. Which of the following statements BEST describes the definition of a product broadly?

(a)          Anything that can be offered to a market for acquisition to satisfy a want or need.

(b)          Anything tangible that can be offered to a market to satisfy a want or need.

(a)          Anything that can be offered to a market in a differential form to satisfy a need.

(d)          Anything that can be offered to a market after going through production process.                (1 mark)

 

  1. Which of the following statements, BEST describes the term “product line”?

(a)           A group of products produced a manufacturing firm.

(b)          A group of products that are used together in production.

(c)           A group of products that are closely related in production.

(d)          A group of closely related products under the same brand.                                                          (l mark)

 

  1. Which of the following statements, BEST describes the product life cycle concept?

(a)          The channel through which a product follows over it’s lifetime.

(b)          The patch of growth and development of a product over it lifetime.

(c)          The course of a product’s sales and profits over it’s lifetime.

(d)          The direction and depth of a product over its lifetime.                            ( 1 mark)

 

  1. Choose from the list below the statement that DOES NOT describe maturity in a typical product life cycle.

(a)           Period when sales fall off and profits drop.

(b)          Period of slowdown in sales growth.

(c)           Period when profits level off or decline.

(d)          Period of increased competition in the industry.                                                                              (1 mark)

 

  1. Which of the following statements defines customer value-based pricing?

(a)           Using costs to set the price of a product.

(b)          Using competitors pricing to set price of a product.

(c)           Using the buyer’s perception of value to set price.

(d)          Using value added features to set the price.                                                                                       (1 mark)

 

  1. Cost-based pricing involves setting prices based on:

(a)           Right combination of quality and good service.

(b)          Costs of producing, distributing and a fair rate of return.

(c)          A standard mark-up to the cost of the product.

(d)          Competitor’s strategies, prices, costs and market offerings.                                                         (1 mark)

 

  1. Which of the following is NOT a pricing objective?

(a)          To achieve an expected profit.

(b)          To increase the market share.

(c)          To increase the share value.

(d)          To survive competition.                                                                                                                           (1 mark)

 

  1. A channel level might be described as:

(a)           A set of intermediaries that performs some work in bringing the product to the final buyer.

(b)          A value delivery network in specific industries.

(c)          A set of intermediaries involved in the production of good and services.

(d)          A set of markets engaged in the distribution network of manufactured goods.                       (I mark)

 

  1. Which of the following is a function of channel members in the distribution channel?

(a)          Risk taking.

(b)          Product pricing.

(c)          Market segmentation.

(d)          Product differentiation.                                                                                                                            ( 1 mark)

 

  1. The use of words and numbers in written or spoken form is termed as:

(a)          Active communication.

(b)          Verbal communication.

(c)          Non-verbal communication.

(d)          Passive communication.                                                                                                                           (1 mark)

 

  1. The first stage in the communication process is:

(a)           Message.

(b)          Sender.

(c)           Encoding.

(d)          Decoding.                                                                                                                                                      (1 mark)

 

  1. Oral channels of communication are considered appropriate when the sender:

(a)          Needs a permanent record.

(b)          Needs to address a widespread audience.

(c)          Needs an immediate response.

(d)          Needs to give detailed information.                                                                                                     (1 mark)

 

  1. Horizontal communication occurs mainly between:

(a)           Employees and senior management.

(b)          Management and supervisors.

(c)           Employees of the same status.

(d)          Employees working in different departments.                                                                                  (1 mark)

 

  1. Which of the following is NOT an example of business written communication?

(a)          Voice mail greeting.

(b)          Annual reports.

(c)           Procedure manual.

(d)          Customer order.                                                                                                                                         (I mark)

 

  1. Which of the statements below gives the BEST advantage of upward communication?

(a)           Provides input for decision making.

(b)          Provides feedback from employees.

(c)           Provides instructions to employees.

(d)          Provides advice to employees.                                                                                                              (1 mark)

 

  1. Which of the following is a format used when writing business letters?

(a)           Electronic mails.

(b)          Text massaging.

(c)          Fully-blocked style,

(d)          Sales letters method.                                                                                                                                (1 mark)

 

  1. Which of the following statements describes an advantage of written communication?

(a)          It creates a permanent record of communication.

(b)          It saves on the cost of business operations.

(c)          It requires no skill or competence in writing.

(d)          The feedback is obtained easily.                                                                                                           (I mark)

 

  1. Choose from the list below the aspect that is NOT considered as a rule for effective writing:

(a)          Clarity.

(b)          Convenience.

(c)           Completeness.

(d)        – Courtesy.                                                                                                                                                     (1 mark)

 

  1. Which of the statements below BEST explains the purpose of an annual business report?

(a)          To provide recommendations.

(b)          To provide ideas and opinions.

(c)          To provide facts about business.

(d)          To provide information.                                                                                                                          (I mark)

 

  1. Which of the following is NOT an item or a sub-title of a business report?

(a)           A preface.

(b)          Identity of the writer.

(c)          Terms of reference.

(d)          A summary.                                                                                                                                                 (I mark)

 

  1. Which of the following statements BEST describes the objective of a memo?

(a)          To communicate internal matters of the organisation to outsiders.

(b)          To communicate with other employees of the organsiation.

(c)          To communicate the managers opinion in an organisation.

(d)          To communicate to middle level managers in an organisation.                                                    (I mark)

 

  1. Choose from the list below the aspect that is NOT a section in a memo:

(a)           Introduction.

(b)          Subject.

(c)           Heading.

(d)           Message/body.                                                                                                                                            ( I mark)

 

  1. The purpose of graphic communication is to:

(a)           Show the channels of communication.

(b)          Show and compare changes and relationships.

(c)           Show the organisation culture and values.

(d)          Show the flow of communication in a business.                                                                              (I mark)

 

  1. Which of the following statements DOES NOT explain the benefit of visual presentation:

(a)           Complex facts and figures are easily absorbed.

(b)          Enables quicker understanding.

(c)           Leads to lower retention rate.

(d)          Stimulates the interest of audience.                                                                                                      (l mark)

 

  1. Which of the statements below describes a flow chart?

(a)           A board that shows the planning of activities in an organisation.

(b)          A chart that shows the flow of communication in an organisation.

(c)           A chart that shows the relationship between departments.

(d)          A diagram showing the sequence of decisions or instructions in a process.                            ( 1 mark)

 

  1. An accurate transcript of the main discussions and decisions made and is presented after the meeting is over is known as?

(a)          Forum of discussion.

(b)          Vote of thanks.

(c)          Minutes of meeting.

(d)          Agenda of meeting.                                                                                                                                    (1 mark)

 

  1. What is the name given to the person who takes minutes in a meeting?

(a)          Chairman.

(b)          Reporter.

(c)          Secretary.

(d)          Committee member.                                                                                                                                  (1 mark)

 

  1. Which statement describes an interview protocol?

(a)          A list of questions prepared to get the information an interviewer needs from interviewee.

(b)          A list of items prepared to be presented during an interview to the interviewee.

(c)          A list of questions presented to the interview board for interviewees to answer.

(d)          A list of questions given to the interviewer to make a summary and present.                         ( 1 mark)

 

  1. Which of the following statements BEST describes open questions for an interview?

(a)          Narrowly focused questions requiring the respondent to give brief answers.

(b)          Lead in questions that introduce one of the major topics of the interview.

(c)          Questions that guide respondents toward providing certain type of information.

(d)          Broad-based questions that require interviewee to provide ideas, opinions or perspective.                               ( I mark)

 

  1. Which of the following is NOT a characteristic of effective informative speaking?

(a)           Intellectually stimulating.

(b)          Relevant.

(c)          Biased.

(d)          Creative.                                                                                                                                                        (I mark)

 

  1. Which of the following statements gives the BEST meaning of understanding in communication?

(a)          Decoding a message accurately to express the intended emotional meaning.

(b)          Decoding a message and making some responses that reflect empathic response.

(c)          Decoding a message accurately to reflect the meaning intended the speaker/sender.

(d)          Decoding a message in order to reflect the wishes of the speaker/sender.                                ( I mark)

 

  1. The following are barriers to effective listening EXCEPT:

(a)           Pre judgement.

(b)           Selective listening.

(c)           Establish eye contact.

(d)           Selfishness.                                                                                                                                                     (I mark)

 

  1. The following are visual aids used when making a presentation EXCEPT:

(a)           Projector.

(b)           Flip charts.

(c)           Video clips.

(d)           Telephone.                                                                                                                                                   ( I mark)

 

  1. Which of the following statements describes vertical communication?

(a)           Communication that moves between individuals at different levels in an organisation, in an upward or downward direction.

(b)           Communication that takes place between employees in different departments.

(c)           Communication that takes place between employees of the same status.

(d)           Communication that takes place through channels outside the normal lines.                          (I mark)

 

  1. Which of the following is the MOST preferred method of communication when time zones differ?

(a)           Electronic mails.

(b)           Telephone.

(c)           Postal mails.

(d)           Fax.                                                                                                                                                                (1 mark)

 

  1. Which of the following is NOT a key feature of online meetings platform?

(a)           Video conferencing.

(b)           Streamlined instant messaging.

(c)           Desktop sharing.

(d)           Face to face engagements.                                                                                                                       (I mark)

 

  1. What constitutes an important part of communication casting?

(a)           Talking as much as you can.

(b)           Talking about others.

(c)           Listening to others.

(d)           Always knowing what to say next.                                                                                                        (1 mark)

 

  1. What do you call the act of putting a message received in your own words?

(a)           Clarifying.

(b)           Paraphrasing.

(c)           Repeating.

(d)           Probing.                                                                                                                                                           (1 mark)

 

  1. Which of the following is a bad listening habit?

(a)           Not interrupting the speaker.

(b)           Listening to what one has to say before speaking.

(c)           Nodding one’s head to show that you are listening to what is being said.

(d)           Jumping to conclusions.                                                                                                                          ( I mark)

 

  1. In an organisation set-up, which of the following is NOT a type of communication?

(a)           Horizontal communication.

(b)           Curve communication.

(c)           Downward communication.

(d)           Upward communication.                                                                                                                          ( 1 mark)

 

  1. What needs to be complete for there to be effective communication?

(a)           The documentation.

(b)           An agreement.

(c)           Both the sending and receiving of the message.

(d)           The person’s sentence.                                                                                                                              (1 mark)

 

  1. What form of communication DOES NOT involve use of words?

(a)          Gestures.

(b)          Telepathy.

(c)          Sign language.

(d)          Non-verbal communication.                                                                                                                    (1 mark)

 

  1. Which of the following statements BEST defines the term “verbal communication”?

(a)          When someone is talking and someone else is listening.

(b)          Talking to someone.

(c)          When more than one person is talking.

(d)          Nodding one’s head to show that you are listening.                                                                          (1 mark)

 

  1. What is the term used to describe emotion in one’s voice?

(a)          Sarcasm.

(b)          Tone.

(c)          Verbal communication.

(d)          Sentiment.                                                                                                                                                    (I mark)

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