KNEC Diploma in Food and Beverage Management Module III: Sales and Marketing past paper July 2017 Answers

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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. State four reasons that make marketing an important aspect in an organization ()
2. Highlight four cultural elements that may affect organizational marketing activities ()
3. Explain each of the following types of marketing segmentation: (i) Volume segmentation (ii) Product segmentation ()
4. Explain two objectives up of setting the price of a product ()
5. Outline four benefits of sales promotions to an organization ()
6. Distinguish between Zero-level of distribution and three- level channel of distribution ()
7. Highlight four qualities of an effective salesperson ()
8. Explain two support services that may be provided by a manufacturer to a food store ()
9. Outline four reasons that make it necessary to plan marketing activities in an organization ()
10. Highlight four factors that may hinder development of a new product in an organization ()
11. Explain four bases on which market segmentation may be established ()
12. Explain four external environmental factors that may affect marketing ()
13. Explain four economic factors that may influence consumer behavior ()
14. Explain four benefits that an organization may derive from segmenting its market ()
15. Explain four factors that should be considered when determining the place from which a product is distributed ()
16. Highlight four non-monetary incentive that may motivate a salesperson ()
17. Explain four ways in which appropriate product packaging may contribute to the achievement of sales target in an organization ()
18. Explain four circumstances under which the penetration pricing may be appropriate ()
19. Outline four benefits of transporting goods through air transport ()
20. With the aid of a labeled sketch diagram, describe stages of a product life cycle ()
21. Explain four functions of a marketing manager in an organization ()
22. The actual sales at Davon Limited was reported as lower compared to the target sales for the year. Explain five reasons that may account for this situations ()
23. Explain five services provided by a wholesaler to a manufacturer ()
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