Cam 300 Promotions Management Question Paper
Cam 300 Promotions Management
Course:Bachelor Of Commerce
Institution: Kca University question papers
Exam Year:2011
1
UNIVERSITY EXAMINATIONS: 2010/2011
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 300 PROMOTIONS MANAGEMENT
DATE: DECEMBER2011 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any Other Two Questions
QUESTION ONE
a. You are the marketing manager of an organization that manufactures and markets low priced
motor cars. Eplain how your knowledge about IMC will help you in informing customers about
this.
(10 Marks)
b. Identify and briefly describe two methods used in determining the marketing budget.(6 Marks)
c. Describe the role of personal selling in the IMC process. (4 Marks)
d. As the marketing manager in your organization, you are in charge of recruitment of sales
executives to assist in pushing a new brand in the market. Write a brief to recruitment panelists
explaining five critical qualities they should look for in the candidates. (10 Marks)
Question Two
a. Identify four services provided by advertising agencies to their clients (4 Marks)
b. Explain four factors that advertisers consider in evaluating the effectiveness of an advert. Give an
example in each case. (8 Marks)
c. Sheila is a marketing manager in a start up company. Her team comprises of Jack among other twenty
sales executives she supervises. Jack always reports to work late, is demotivated, does not meet
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deadlines and is always complaining. Advice Sheila on four ways which can help improve Jacks
performance. (8 Marks)
Question Three
a. Describe how sales promotion fits into the IMC process and when its use is likely to be more effective
than other communication vehicles. (10 Marks)
b. Discuss five reasons why it would be appropriate to include outdoor advertising in the media plan.
(10 Marks)
Question Four
a. Sales promotion will always undermine brand value. Do you agree with this statement? Justify your
answer (10 Marks)
b. The yellow pages have proven to be an extremely effective advertising medium for SME’s in Kenya.
Explain why the yellow pages are so effective. List two disadvantages of this medium. (10 Marks)
Question Five
a. Using an organization of your choice, explain how changes in economic, natural and technological
environment can affect a company’s marketing strategy. (10 Marks)
b. Identify and explain five instances that the marketer ethical position can be compromised and advice
how the marketer can overcome such challenges. (10 Marks)
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