Dsmk 102: Marketing Communication Question Paper
Dsmk 102: Marketing Communication
Course:Marketing Communication
Institution: Kenya Methodist University question papers
Exam Year:2008
KENYA METHODIST UNIVERTISY
END OF FIRST TRIMESTER 2008/2009 EXAMINATIONS
FACULTY : BUSINESS STUDIES AND MANAGEMENT
DEPARTMENT : BUSINESS ADMINISTRATION
COURSE CODE : DSMK 102
COURSE TITLE : MARKETING COMMUNICATION
TIME : 3 HOURS
INSTRUCTIONS
Answer Question ONE and any other Three Questions
Question 1
An integrated approach to marketing is necessary to successful marketing communication.
(a) Define Integrated Marketing Communication (IMC) as a strategy of marketing communication. (10marks)
(b) Discuss the advantages and challenges of IMC. As a strategy of marketing communication (15marks)
Question 2
(a) Using relevant examples discuss the importance of studying consumer Behavior.
(6 marks)
(c) Using relevant examples discuss the consumer buying process (9 marks)
(d) Discuss the factors that affect the consumer buying process (6 marks)
(e) Explain the influence of personality to consumer behavior. (4 marks)
Question 3
(a) Using relevant examples discuss how the following factors influence Consumer behavior.
i) The family unit
ii) Cultural values
iii) Consumer motivation
iv) Religion
v) Perception (12 marks)
(b) Define the concept of “reference groups.” (3 marks)
(c) Using relevant examples discuss four types of reference groups and indicate how each of the group influences consumer behavior. (10 marks)
Question 4
Discuss the important factors to consider when establishing any advertising campaign.
(25marks)
Question 5
(a) Outline and discuss the components of any marketing communication process.
(15marks)
(b) Explain the barriers to effective communication. (10marks)
Question 6
Sales promotion is a key ingredient in marketing communication.
(a) Define sales promotion, and explain why managers need to use it as a communication tool. (10marks)
(b) How can sales promotion be mis-used as a strategy in marketing communication.
(15marks)
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