Dsmk 102: Marketing Communications And Buyer Behavior Question Paper
Dsmk 102: Marketing Communications And Buyer Behavior
Course:Marketing Communication
Institution: Kenya Methodist University question papers
Exam Year:2008
KENYA METHODIST UNIVERSITY
END OF SECOND TRIMESTER 2008 EXAMINATIONS
FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTEMENT : BUSINESS ADMINISTRATION
COURSE CODE : DSMK 102
COURSE TITLE : MARKETING COMMUNICATIONS AND BUYER BEHAVIOR
TIME : 2 HOURS
INSTRUCTIONS:
• Answer Question ONE (Compulsory) and any other TWO Questions
Question 1
(a) Discuss the elements in the marketing communication process giving a practical example of a message being transmitted (10 marks)
(b) Highlight the barriers that a sender may encounter while trying to transmit a message. (10 marks)
Question 2
(a) Perception is a way of acquiring information from the public. Discuss the five common tendencies that can distort perception (10 marks)
(b) Discuss the five types of communication flows that an organisation can adopt (10 marks)
Question 3
(a) What factors would impede or enhance the marketing communications process (10 marks)
(b) Discuss and give examples of five forms of appeals that a marketer may use to communicate his ideas to the public. (10marks)
Question 4
(a) Discuss the five elements of the marketing communications mix highlighting their effect on an organization (20 marks)
Question 5
(a) Non-verbal communications are not coded into words. Clearly explain four important categories of non-verbal communication (10 marks)
(b) How do marketers formulate marketing communications budgets (10 marks)
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