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Q1— Section header —
1.1Indicate whether the following statements are TRUE or FALSE by writ ing only rue' or '
1.1.15\in the ANSWER BOOK.
1.1.1The b asic communication model is mainly used for a person sending a m ssage to another person without attention to the response.
1.1.2Horizontal communication is communication at the same level of an organisation.
1.1.3Quantitative marketing is research that focus es on groups and advisory panels.
1.1.4Sales promotion involves a person speaking to an audience with the product on hand.
1.1.5A p roduct is an item or service that you sell to serve customer need or want.
1.1.6A complaint happens when a customer is satisfied with the product or service.
1.1.7Marketing communication promote the image of an organisation.
1.1.8A c onsumer is anyone who buys a product or service for personal consumption.
1.1.9Persuasive advertising does not have any impact on the way we think or behave.
1.1.10Non verbal communication is communication that involves communication by means of any method other than spoken or written words
1.1.11Publicity is not an example of personal selling
1.1.12The aim of effective communication is to be friendly and respectful to customers at all times.
1.1.13The m arketing department will not be able to make appropriate marketing decision without reliable data.
1.1.14The image of business will improve when customer complaints are ignored
1.1.15Advertisers may use various techniques to persuade a customer to buy. (15 1\ (15\ 3041022
1.2Choose a description from COLUMN B that matches an item in COLUMN A. Write only the letter (A \next to the question number (1.2.1 1.
2.15\in the ANSWER BOOK. COLUMN A COLUMN B
1.2.15Body language Customer Slogan ssage Diagonal communication Encoding
Q4— Section header —
4.1McMillan ublishers ha four managers who head different departments Mr Maduma is the marketing director, and he manages the sales
4.2Identify FOUR communication techniques used to promote successful communication with customers externally. (4 1\ (4\
4.3Terry brought a brand new watch from Watch Republic n arrival at home he
4.3.1State FIVE ways/practice on how to communicate with customers when handling complaint. (5
4.3.2Discuss FIVE procedures to maintain quality and customer service standards in the business. (5 2\ (10\ [30] 304102230
Q5— Section header —
5.1What product is being advertised? (1\
5.2Who is the advertiser in the advertisement? (1\
5.3State FOUR benefits that customers will gain from the above advert (4 1\ (4\
5.4
5.5State FOUR types of communication with examples that can be used for the advertised product. (4 2\ (8\
5.6State FIVE key roles of marketing communication in the overall marketing process. (5 1\ (5\
5.7Name and explain FOUR physiological needs that should be considered when drafting or designing advertisement like the se (4
5.8Name TWO technologies that can be used in persuasive advertising. (2 1\ (2\ [30] TOTAL SECTION B: 120 GRAND TOTAL:30