KNEC Diploma in Food and Beverage Management Module III: Sales and Marketing past paper July 2019 Answers

This paper was answered by an examiner in Food and Beverage Management

Course Name:  Food and Beverage Management
Also Done By:
Diploma in Baking Technology
Course Level:  Diploma
Sub Level:       Module III
Course Unit:   Sales and Marketing
Exam body:    KNEC
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1. Outline four product related strategy that a firm may adopt to avert decline in sales during period of high inflation. ()
2. Highlight four objectives of buying as a junction of marketing ()
3. Outline four advantages of brand names to the distributor as a participant in the marketing mix ()
4. State four factors that a manufacturer should consider when selecting a dealer to distribute his product ()
5. Highlight four qualities that an indoor sales person should possess ()
6. Outline four benefits that an organization may derive from new product development. ()
7. State four elements of a promotion mix ()
8. State four personal factors that may affect consumer behavior ()
9. Outline four methods that may be used to identify prospective buyers in the process of selling ()
10. State four steps that are followed when evaluating the performance of a salespersons in an organization ()
11. Explain five benefits that an enterprise may derive from adopting customer oriented marketing concept ()
12. Longo limited sells similar product quantities to different buyers at different prices. Outline the advantages of such variable price policy ()
13. Outline four weakness of relying on advertising as a means of marketing product ()
14. Explain five requirements of successful market segmentation in an organization ()
15. Outline four measures that management of an organization may take to minimize new product failure ()
16. Explain four organizational factors that may affect the choice of distribution channel ()
17. Highlight four differences between selling and marketing ()
18. Explain four reasons that support the adaptation of the skimming price policy for a product in its introduction stage ()
19. Highlight four challenges faced by traditional retail shopkeepers in his distribution work ()
20. Highlight five requirements of a good brand name ()
21. The rate of sale force turnover at Maxmix limited has risen in the recent past. Explain five circumstances under which the sales manager may be responsible for this situation ()
22. Outline five purpose of evaluating the performance of the sales force in an organization ()
23. Explain three reasons that make it necessary for a sales person to have a good knowledge on his company’s product ()
24. In relation to the selling process, explain four characteristics of a good prospect ()
25. Explain three benefits that an organization may derive from adopting an online marketing ()
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