Communication — November 2022

Source: 01 COMMUNICATION NOV 2022_compressed.pdf | Paper code: 2912/104; 2918/104

Question 1

State three factors to consider when choosing a channel of communication. (3 marks)

Answer

  1. Urgency.
  2. The audience’s access and ability to use the channel.
  3. The nature, confidentiality and complexity of the message.

Question 2

List four ways in which a sender may ensure clarity when communicating orally. (4 marks)

Answer

  1. Use familiar, precise language.
  2. Organise ideas logically.
  3. Speak audibly at an appropriate pace.
  4. Check understanding and clarify uncertainty.

Question 3

State three features of an effective poster. (3 marks)

Answer

  1. A clear, prominent message.
  2. Readable lettering and suitable contrast.
  3. Relevant, uncluttered visuals and essential details.

Question 4

State three factors a secretary should consider when preparing for a meeting. (3 marks)

Answer

  1. The purpose and agenda.
  2. The participants and applicable notice requirements.
  3. A suitable time, venue and necessary facilities.

Question 5

List three reasons for conducting exit interviews in an organization. (3 marks)

Answer

  1. Understand why employees leave.
  2. Identify workplace or management problems.
  3. Obtain suggestions that may improve staff retention.

Question 6

List three circumstances under which a report may be presented orally. (3 marks)

Answer

  1. An urgent decision requires immediate information.
  2. The audience needs prompt clarification and questions.
  3. A brief progress update does not require a detailed written record.

Question 7

State four reasons why an audience should maintain eye contact with a presenter during speech delivery. (4 marks)

Answer

  1. Demonstrate attention.
  2. Help concentration.
  3. Observe facial expressions and other cues.
  4. Provide non-verbal feedback to the speaker, while respecting cultural and individual differences.

Question 8

State three ways in which a receiver should answer an official telephone call in the office. (3 marks)

Answer

  1. Answer promptly and greet the caller courteously.
  2. Identify the organisation or department and oneself appropriately.
  3. Offer assistance and listen carefully.

Question 9

List three ways of encouraging upward communication in an organization. (3 marks)

Answer

  1. Provide accessible feedback and suggestion channels.
  2. Hold staff consultation meetings.
  3. Respond constructively without penalising respectful, good-faith feedback.

Question 10

State three reasons why information communication technology is used to communicate in organizations. (3 marks)

Answer

  1. Rapid transmission.
  2. Communication across different locations.
  3. Efficient storage, retrieval and sharing of information.

Question 11

You work as the Sales Assistant at Mazuri Company Limited. It has been noted that the sales of building materials have declined significantly over the last three months. You have been asked by the Chief Executive Officer to investigate the matter and write a report. Assume that you have completed the investigations and write the report. (16 marks)

Answer

Illustrative examination answer. Dates, investigation details and findings are supplied for the exercise where the question does not specify them.

MAZURI COMPANY LIMITED

REPORT ON DECLINING SALES OF BUILDING MATERIALS

To: The Management
From: Sales Assistant
Date: 18 November 2024

1. Terms of reference
Management requested an investigation into declining sales of building materials during the last three months, with practical recommendations.

2. Methodology
Relevant company records were examined. Staff and a sample of affected customers or participants were interviewed, and existing procedures were reviewed.

3. Findings

  1. Frequently requested items were unavailable during some customer visits.
  2. Some customers considered prices uncompetitive.
  3. Deliveries were occasionally late and follow-up communication was weak.
  4. Promotion did not adequately reach contractors and other regular buyers.

4. Conclusion

The decline results from a combination of service, operational and communication weaknesses. A coordinated response, with clear responsibility and progress reviews, is required.

5. Recommendations

  1. Set stock-reordering levels for commonly demanded products.
  2. Review purchasing costs and compare prices without sacrificing required quality.
  3. Improve delivery scheduling and notify customers promptly of changes.
  4. Assign staff to contractor enquiries and track promotion results and repeat orders.

6. Follow-up

Management should assign each approved action to a responsible officer and review progress monthly against agreed performance measures.

Prepared by: A. Otieno
Sales Assistant
Signature: A. Otieno

Question 12(a)

Ziwa Company Limited intends to launch a new soap in a month’s time. As the Assistant Manager, write a letter to your distributors informing them about the launch. (12 marks)

Answer

Illustrative answer; addresses, dates and the signatory are examination examples where not specified.

Ziwa Company Limited
P.O. Box 100, Nairobi

15 November 2022

All Distributors
P.O. Box 200, Nairobi

Dear Sir/Madam,

RE: LAUNCH OF OUR NEW SOAP

We are pleased to inform you that Ziwa Company Limited will launch a new soap on 15 December 2022 at our company premises, beginning at 10.00 a.m.

The launch will introduce the product range, packaging and distribution arrangements. Samples and the approved product information will be available, and our sales team will explain wholesale prices, order procedures and delivery terms.

Please nominate a representative and confirm attendance with the Sales Department by 5 December 2022. Kindly also advise us of your preliminary stock requirements so that distribution planning can begin.

We appreciate your continued support and look forward to working with you on the introduction of this product.

Yours faithfully,
A. Otieno
Assistant Manager

Question 12(b)

Explain four reasons for conducting job selection interviews. (6 marks)

Answer

  1. Verify and clarify information in applications.
  2. Assess relevant knowledge, skills and experience.
  3. Evaluate communication and suitability for the position.
  4. Allow candidates to understand the role and ask questions, supporting a better-informed selection.

Question 13(a)

Outline five uses of minutes of a meeting. (10 marks)

Answer

  1. Provide a formal record of decisions.
  2. Identify agreed actions and responsible persons.
  3. Support follow-up at subsequent meetings.
  4. Inform members who were absent.
  5. Provide evidence of the organisation’s recorded proceedings where required.

Question 13(b)

Explain three reasons why one should be diplomatic when communicating. (6 marks)

Answer

  1. Respectful wording protects relationships even when views differ.
  2. Tact helps resolve conflict without unnecessary offence.
  3. Careful handling of sensitive matters encourages cooperation and protects confidence.

Question 14: Reading passage

The Kenyan real estate market has grown rapidly over the past two decades. This is demonstrated by its contribution to the country’s gross domestic product (GDP) which grew from 10.5% in 2000 to 13.8% in 2016. The growth was driven by factors such as improved roads, utility connections, upgrade of key airports and rapid urbanization. These factors have therefore led to development in the different real estate sectors.

One of the segments in the Kenyan real estate that has realized rapid growth is the office sector. This has been in line with the improving economy as firms expand their operations. This expansion has been brought about by the clientele changing their preferences to demand for world-class serviced offices. As the dynamics of office space design and demands continue to unfold, more developers are offering semi-fitted offices by providing facilities such as partitions and kitchen cabinets.

In addition, the retail business sector has also seen the continued growth of two key concepts, that is, the mall concept and the industrial parks concept. These concepts have developed to meet the changing tastes of the growing middle class. International and local developers have quickly grabbed the opportunity to tap into the ready market with the mall concept. This has made Kenya become the second largest provider of mall space in Africa. The most notable developments are the Two Rivers Mall, Garden City and The Hub.

On the other hand, the industrial sector has been receiving a gradual change that has led to the growth of modern industrial parks. These parks include Tatu City Industrial Park, Infinity Industrial Park and Tilisi. The growth of the parks has been due to a changing clientele who prefer high-quality products. The parks allow for modern retailing, distribution and manufacturing practices of high-quality products. The modern parks are also built in such a way that they allow for a concept known as Live, Work and Play. To achieve this, the new industrial parks are now moving to areas within Nairobi’s periphery such as Kiambu and Machakos counties where they are easily accessible and are still near key airports and railway terminals.

Another real estate sector that has seen rapid growth is the residential sector which has recorded high demand due to the nationwide housing deficit. Currently, the nationwide housing deficit stands at 200,000 units annually and an accumulated deficit of over 2 million units. As a result, gated community estates are increasing with locations such as Kiambu and Machakos counties becoming favourites. In these estates, developers are increasingly applying low-cost housing construction methods such as alternative building technologies that are known to reduce construction costs by as much as 50%.

Dual branding is another concept in the real estate sector. This concept, which involves having serviced apartments and a hotel in the same building, is gaining popularity among investors. This is because the hospitality sector largely depends on tourism which has been experiencing an increase in the number of visitors. Meetings, incentives, conferences and exhibitions (MICE) have played a key role in increasing international tourists who are the backbone of the hospitality industry.

Infrastructural development has seen the value of land go up. Investors are increasingly buying land intending to sell in the future with the hope that value will have increased. Moreover, to attract buyers, developers are also adopting agribusiness as value addition to plots intended for

sale and offering returns on a seasonal basis to clients.

Therefore, with the continued interest in the Kenyan property market ‘by both local and international players, there is need to adopt measures to address issues that are hindering the growth of the sector. Such measures include continuous investment in infrastructure and improvement of the legal environment among others. If these measures are put in place, the Kenyan real estate will continue to improve and eventually cater for the housing deficit in the country.

Adapted from www.cytonn.com, 12 November 2021. Passage reproduced from the supplied examination paper for this comprehension exercise.

Question 14(a)

State the meaning of each of the following words and phrases as used in the passage: (i) upgrade; (ii) notable; (iii) led to; (iv) favourites; (v) hindering. (5 marks)

Answer

  1. upgrade: improve to a better standard
  2. notable: particularly important or worthy of attention
  3. led to: caused or resulted in
  4. favourites: preferred choices
  5. hindering: obstructing or slowing

Question 14(b)

In about 150 words, and according to the passage, write a summary on the various developments in the real estate sector. (10 marks)

Answer

Kenya’s real estate sector has developed in several ways. Expanding firms and changing customer preferences have increased demand for quality offices, including semi-fitted premises with partitions and kitchen cabinets. Retail development includes shopping malls serving the growing middle class, with major projects such as Two Rivers, Garden City and The Hub. Modern industrial parks provide facilities for manufacturing, distribution and retailing and incorporate the Live, Work and Play concept. Some are developing around Nairobi’s outskirts while retaining access to airports and rail terminals. The residential sector has expanded through gated communities, particularly in Kiambu and Machakos, while alternative building technologies seek to reduce costs. In hospitality, dual branding combines hotels and serviced apartments in one building to serve growing visitor demand. Infrastructure improvements have increased land values. Investors purchase land for anticipated appreciation, and some developers add agribusiness projects that offer seasonal returns to plot buyers.

Question 14(c)

Highlight, according to the passage, the factors that have seen the growth of the real estate. (3 marks)

Answer

  1. Improved roads and utility connections.
  2. Upgraded key airports.
  3. Rapid urbanisation.
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