TVET CURRICULUM DEVELOPMENT, ASSESSMENT AND CERTIFICATION

COUNCIL (TVET CDACC)

WRITTEN ASSESSMENT

Time: 3 Hours

INSTRUCTIONS TO CANDIDATES

1. This paper has TWO sections A and B.

2. You are provided with a separate answer booklet.

3. Marks for each question are indicated in the brackets ().

4. Do not write on the question paper.

 SECTION A (20 MARKS)

ANSWER ALL QUESTIONS IN THIS SECTION

1. Which one among the following is part of the 4ps considered when creating effective
procedures? (1 Mark)

A. Product
B. Policy
C. Price
D. Place
2. What is the definition of Market Research? (1 Mark)

A. The systematic and objective process of generating information to aid in making

marketing decisions
B. The system of finding the correct answers to our objectives
C. Market intelligence
D. All of the above
3. What is the role of market research? (1 Mark)

A. Enables the business to make managerial judgement on issues faced

B. Allows answers to business questions to appear
C. Should only be organized as aid to managerial judgement and not a substitute for it
D. it is an accurate form of evaluating a business decision
4. What is the 4 stages of developing and implementing a marketing strategy? (1 Mark)

A. 1. Analyze, 2. Implement, 2. Meet objectives, 4. Market intelligence

B. 1. Product research, 2. Pricing research, 3. Distribution research, 4. Promotion

research

C. 1. Identify and evaluate opportunities, 2. Analyzing market segments and target

market, 3. Planning and implementing a marketing mix that will satisfy customers, 4.
Analyzing market performance

D. None of the above

5. How can a manager use market research to analyze and select target markets? (1 Mark)

A. Determine market characteristics and trends

B. Price, what would people pay?

C. Look at the market segments

D. Design of logo
6. How can managers use market research to identify and evaluate opportunities? (1 Mark)

A. Understand different items to be displayed at point of sale

B. Estimate of market potential predictions about future environmental conditions

C. Develop new products, develop new price structure evaluate how your product can
perform better against competitors

D. Who would be hired for promotional product pushing

7. Planning and implementing the market Mix include (1 Mark)

A. product, pricing, distribution and promotion

B. Branding, pricing, supply and demand

C. Distribution, eggs, milk, butter and bread

D. Any of the above

8. Companies sell a package or set of goods or services for a lower price than they would charge
if the customer bought all of them separately. This pricing is known as; (1 Mark)

A. Competitive pricing

B. Psychological Pricing

C. Bundle pricing

D. Optional pricing

9. Marketers have traditionally classified products on the basis of three characteristics, namely
………………………, tangibility, and use (1 Mark)

A. Availability

B. Affordability

C. Aesthetics

D. Durability

10. What is the first step to getting started on a search for secondary data on a topic? (1 Mark)

A. Identify what you want to know and what you already know

B. Begin searching for secondary data

C. Develop a list of key terms and authors

D. use an authority to help identify sources of secondary data

 SECTION B (40 MARKS)

SELECT TWO QUESTIONS FROM THIS SECTION

{A full question has part (a)and (b)}

11. a) Explain FIVE different types of research methods (10 marks)

b) Explain the following types of market research (10 marks)

i) Promotion research

ii) Distribution research

iii) Price research

iv) exploratory research

12. a) State and explain SIX advantages of market surveys (10 marks)

b). Based on how consumers use certain goods, discuss how can you classify goods during
market survey (8 marks)

13. a) State and explain FIVE roles of research in management (10 marks)

b) Explain FIVE challenges that a researcher is likely to encounter when conducting a market
survey (10 marks)