Bens 211: Small Business Promotion Question Paper
Bens 211: Small Business Promotion
Course:Bachelor Of Entrepreneurship And Small Business Management
Institution: Chuka University question papers
Exam Year:2013
CHUKA
UNIVERSITY
UNIVERSITY EXAMINATIONS
FIRST YEAR EXAMINATION FOR THE AWARD OF
DEGREE IN BACHELOR OF ENTREPRENEURSHIP AND SMALL BUSINESS MANAGEMENT
BENS 211: SMALL BUSINESS PROMOTION
STREAMS: BENS Y2S1 TIME: 2 HOURS
DAY/DATE: FRIDAY 16/8/2013 8.30 AM- 10.30 AM
INSTRUCTIONS:
• Answer Question ONE and any other TWO Questions
• Do not write on the Question Paper
Question One
(a) Discuss the factors considered in selecting the promotional mix. [10 Marks]
(b) Explain the type of promotional activity that would be appropriate at each of the stages of the product life cycle in small enterprises. [10 Marks]
(c) By use of an illustration explain the communication process and its relevance in promotional mix techniques used by small business. [10 Marks]
Question Two
(a) Discuss the role of advertising in small businesses. [7 Marks]
(b) Explain the major decisions involved in developing an advertising program.
[7 Marks]
(c) What is the overall effect of advertising on consumer choice? [6 Marks]
Question Three
(a) Discuss the major challenges that small business face in the choice and application of the promotion mix. [14 Marks]
(b) Explain six objectives of consumer sales promotion objectives. [6 Marks]
Question Four
(a) Discuss the five frequently used public relations techniques. [10 Marks]
(b) Why has sales promotion grown in importance as a communication tool in small business in Kenya? [10 Marks]
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