Communication — March/April 2023

KNEC Craft Certificate in Sales and Marketing — Module I. Paper code: 1902/105

Attempt the questions before reading the answers. These are independent revision answers, not official KNEC marking schemes. All printed questions are answered for revision, including any optional questions.

The paper has Section A (32 marks) and Section B (68 marks). Answer all questions in both sections. Illustrative names and dates are supplied in the writing-task answers where the question gives none.

Question 1

List three uses of feedback in communication.

(3 marks)

Answer

  1. To confirm that the message has reached the receiver and has been understood.
  2. To identify misunderstandings that need clarification or correction.
  3. To help the sender assess the response and improve later messages.

Question 2

Give three benefits of effective internal communication in an organization.

(3 marks)

Answer

  1. It coordinates employees’ activities and reduces duplicated work.
  2. It enables timely decisions because relevant information reaches the right people.
  3. It improves morale and cooperation by keeping employees informed.

Question 3

List three uses of memos in an organization.

(3 marks)

Answer

  1. Communicating internal instructions or changes in policy.
  2. Requesting information or action from colleagues.
  3. Reminding staff about meetings, deadlines or other internal activities.

Question 4

Give three advantages of using face-to-face communication in an organization.

(3 marks)

Answer

  1. It allows immediate questions, feedback and clarification.
  2. Facial expressions and gestures help convey and interpret meaning.
  3. Personal contact helps build trust and working relationships.

Question 5

State four reasons why it is important for a person to be diplomatic when communicating.

(4 marks)

Answer

  1. To avoid causing unnecessary offence.
  2. To prevent or resolve conflict peacefully.
  3. To preserve good relationships and cooperation.
  4. To make sensitive messages easier for the receiver to accept.

Question 6

List three guidelines that should be followed when writing a summary in order to make it effective.

(3 marks)

Answer

  1. Select the main ideas relevant to the task and omit minor examples or repetition.
  2. Express the ideas accurately in your own words without adding personal opinions.
  3. Use coherent connected prose and keep within the required word length.

Question 7

State three benefits of using the observation method to collect information for report writing.

(3 marks)

Answer

  1. It provides first-hand information about actual events or behaviour.
  2. It records non-verbal behaviour and physical conditions that respondents may not describe.
  3. It can collect information without relying on respondents’ memory or willingness to answer questions.

Question 8

Give three advantages of circulating the notice of a meeting in good time.

(3 marks)

Answer

  1. Members can reserve the date and arrange to attend.
  2. Members have time to prepare documents and consider the agenda.
  3. Apologies and scheduling problems can be communicated early, improving attendance and planning.

Question 9

List three ways in which an interviewee can show confidence during an interview.

(3 marks)

Answer

  1. Maintain appropriate eye contact and an upright, relaxed posture.
  2. Speak clearly and audibly at a controlled pace.
  3. Answer directly and calmly, asking for clarification when a question is unclear.

Question 10

State four uses of public relations in an organization.

(4 marks)

Answer

  1. Building and maintaining a favourable public image.
  2. Developing good relationships with customers, employees and other stakeholders.
  3. Providing accurate information about the organisation and its activities.
  4. Handling complaints or crises to protect trust and goodwill.

Question 11(a)

Explain five benefits of editing a document before sending it to the intended recipient.

(10 marks)

Answer

  1. Improves accuracy: checking facts, figures and names reduces errors that could mislead the recipient.
  2. Improves clarity: revising ambiguous words and sentences helps the recipient understand the intended meaning.
  3. Corrects language errors: fixing grammar, spelling and punctuation makes the document easier to read.
  4. Improves organisation and conciseness: removing repetition and arranging points logically saves the reader time.
  5. Protects professionalism: ensuring a suitable tone, complete information and consistent presentation strengthens the sender’s credibility.

Question 11(b)

You work for Liza Bank as a Communications Assistant. The banking hours have been changed as follows: Opening time will be 8:30 am instead of 9:00 am, closing time will be 4:00 pm instead of 3:00 pm. On Saturdays the bank will be open from 9:00 am to 1:00 pm. The bank will be closed on Sundays and public holidays. These changes will be effective from the 1st day of next month. Write a notice to be displayed at the bank entrance to give this information to customers.

(8 marks)

Answer

LIZA BANK

CUSTOMER NOTICE: CHANGE OF BANKING HOURS

Date: 15 March 2023

Dear Customer,

Please note that our banking hours will change with effect from 1 April 2023 as follows:

Days Opening time Closing time
Monday to Friday 8:30 am 4:00 pm
Saturday 9:00 am 1:00 pm
Sundays and public holidays Closed Closed

On weekdays, the bank will therefore open thirty minutes earlier than the former 9:00 am opening time and close one hour later than the former 3:00 pm closing time.

Kindly plan your visits accordingly. We appreciate your continued patronage.

Alex Omondi

Communications Assistant

Question 12

You are the secretary of the Customer Service Committee at Leo Bank. The committee held its monthly meeting last week. Some of the items discussed were: (i) Customer service training for some members of staff. (ii) A team building outing for the department. (iii) Publicizing bank services. (iv) Upgrading laptops for members. Write the minutes.

(16 marks)

Answer

LEO BANK — CUSTOMER SERVICE COMMITTEE

MINUTES OF THE MONTHLY MEETING HELD ON 10 MARCH 2023 AT 10:00 AM IN THE BOARDROOM

Present: Mary Akinyi — Chairperson; Alex Omondi — Secretary; Peter Otieno; Grace Njeri; James Mwangi. Apology: Ruth Wanjiku.

MIN 01/03/2023: Opening. The chairperson welcomed members, confirmed a quorum and called the meeting to order at 10:00 am.

MIN 02/03/2023: Confirmation of previous minutes. The minutes of 10 February 2023 were read and confirmed as a correct record, proposed by Grace Njeri and seconded by Peter Otieno.

MIN 03/03/2023: Matters arising. The secretary reported that customer-feedback forms agreed upon at the previous meeting had been placed at the service counters.

MIN 04/03/2023: Customer service training. Members noted the need to improve complaint handling and response times. It was resolved that the Human Resources Officer would arrange training for the selected frontline staff on 24 March 2023 and circulate the attendance list by 17 March.

MIN 05/03/2023: Team building outing. The committee approved a departmental outing for 1 April 2023 to strengthen cooperation. Peter Otieno would obtain venue quotations and submit a proposed budget to the chairperson by 17 March for management approval.

MIN 06/03/2023: Publicizing bank services. It was agreed that the Communications Officer would prepare updated brochures, website information and social-media notices explaining available services. Draft materials would be submitted for approval by 20 March before publication.

MIN 07/03/2023: Upgrading laptops. Members reported that slow laptops delayed service. The IT Officer would assess the existing machines, recommend upgrades or replacement where necessary, and submit specifications and quotations by 22 March. Procurement would follow the approved budget.

MIN 08/03/2023: Any other business. Members agreed that customer enquiries requiring follow-up should be entered in a shared service register, with a responsible officer assigned to each case.

MIN 09/03/2023: Next meeting and adjournment. The next meeting would be held on 14 April 2023 at 10:00 am in the boardroom. With no further business, the chairperson closed the meeting at 11:30 am.

Prepared by: Alex Omondi, Secretary — 13 March 2023. Confirmed by: Mary Akinyi, Chairperson — 14 April 2023.

Question 13(a)

Explain four reasons why some organizations have a dress code for their employees.

(8 marks)

Answer

  1. Professional image: suitable clothing presents a consistent, credible appearance to customers and visitors.
  2. Identification: a uniform or standard style makes employees and their roles easier to recognise.
  3. Safety and hygiene: appropriate protective or clean clothing reduces workplace hazards and contamination.
  4. Clarity of expectations: an agreed standard reduces uncertainty and disagreements about appropriate workplace attire.

Question 13(b)

Some real estate developers use the television to advertise newly-completed houses. Explain four reasons that may account for this choice of communication channel.

(8 marks)

Answer

  1. Visual demonstration: moving pictures can show the rooms, finishes, surroundings and layout of the houses more effectively than an audio-only message.
  2. Combined sound and images: narration explains features while viewers see them, making the message easier to understand and remember.
  3. Wide reach: television can expose the development to a large audience, including potential buyers in different locations.
  4. Targeted scheduling: programmes and time slots can be chosen to reach viewers likely to be interested in property.

Question 14 — Passage

Read the passage below and then answer the questions that follow it.

In the last 12 years, Kenya has made major strides in the development of the maritime sector, a sleeping giant, capable of creating millions of jobs and spurring economic growth. To begin with, Kenya has adopted key maritime rules to improve the safety and welfare of seafarers. However, the country is yet to reap from resources in its ocean area of 245,000 square kilometres.

Experts agree that measures taken to develop the maritime sector have not borne the desired results because of years of policy neglect. The country has been losing over Ksh.440 billion annually by failing to fully exploit the sector and Ksh.10 billion to illegal fishing along the Indian Ocean. A 2018 report by the Kenya Marine and Fisheries Research Institute (KEMFRI) reveals that Kenya produces 2,500 metric tonnes of tuna annually. This accounts for a paltry 0.75 per cent of the total volume caught by other nations along the same tuna corridor in the West of the Indian Ocean. The figures capture the sorry state of the country’s marine fishery plagued by poor storage facilities, lack of modern fishing gear, an outdated legal framework and illegal fishing.

To address this situation, the government is reviving the Liwatoni Fisheries Complex in Mombasa at Ksh.1 billion. The facility will have six berths, an auction yard and storage. It has also awarded tenders for the re-modelling of Shimoni Port into a fishing port at Ksh.20 billion. In addition, the state has rolled out a training programme for the coastal youth as it targets to create 60,000 jobs from the fishing sector in ten years. These efforts are aiming at producing between 150,000 and 300,000 metric tonnes of marine fish annually. On maritime transport, the Kenya Shipyard Limited has started shipbuilding to reduce the cost of importing marine vessels and create jobs. The agency is also doing dry dock repairs which is a major step in the development of the maritime sector.

Meanwhile, the operationalization of the Lamu Port, which is located at the convergence of major shipping routes, is expected to open northern Kenya to international trade and fortify the country’s position as a gateway to Africa. With one of the deep-water harbours on the East Coast of Africa, the Port has the potential to become a premier transhipment hub for all cargo destined for the continent. Lamu Port depth will attract transhipment cargo for Tanzania, Mombasa, Somalia and Indian Ocean islands of Comoros, Madagascar, Seychelles, and South Africa that are prone to congestion. Furthermore, Lamu now joins Mombasa Port as a key entry and exit point of cargo, deep into and out of Africa’s hinterland.

Key projects being developed by the Kenya Ports Authority (KPA) to improve efficiency at the port of Mombasa are nearing completion. The construction of Phase Two of the Second Container Terminal (CT2) is almost complete and will be commissioned soon, creating extra capacity at the port. KPA is also expected to complete the construction of a bigger Kipevu Oil Terminal. The completed construction of Kipevu road, which is only waiting to be linked with the Mombasa-Nairobi highway once the latter is complete, will play a key role in eliminating congestion at the port. On the other hand, the government, through Legal Notice No. 233 of 28th November 2018, transformed Bandari College into Bandari Maritime Academy, a regional maritime centre of excellence. The academy, which has developed curricula on employable skills for the maritime sector, is working with other training institutions and shipping lines to enhance skills. It has also inked a deal with the Higher Education Loans Board for students enrolling on maritime-based courses. The Kenya Department of Fisheries is also training artisanal fishermen to improve their skills. These training efforts should ease the shortage of personnel in the industry who were previously being trained abroad at prohibitive costs.

The measures so far taken by various stakeholders have started to bear fruit. According to the Transport Observatory Report released recently, the volume of the transit cargo passing through the Port of Mombasa in 2020 grew by two per cent to 10.171 million tonnes.

Adapted from: The Standard, 30 September 2021

Question 14(a)

State the meaning of the following words and phrases as used in the passage: (i) reap; (ii) illegal; (iii) awarded; (iv) rolled out; (v) prohibitive; (vi) bear fruit.

(6 marks)

Answer

Word or phrase Meaning in the passage
reap Obtain benefits or gains from the ocean resources.
illegal Against the law or not legally permitted.
awarded Granted or formally given, as with the tenders.
rolled out Introduced or put into operation.
prohibitive So expensive as to prevent or seriously limit access.
bear fruit Produce useful or successful results.

The source prints both remaining parts as (c). The two printed labels are retained here; the first is the summary task.

Question 14(c) — Summary

In about 130 words and according to the passage, write a summary on the measures that have been taken to improve the maritime sector.

(9 marks)

Answer

Kenya has adopted maritime rules to improve seafarers’ safety and welfare. The government is reviving the Liwatoni Fisheries Complex and remodelling Shimoni Port to improve fish handling and storage. Coastal youth and artisanal fishermen are receiving training. Kenya Shipyard Limited has begun shipbuilding and dry dock repairs, reducing dependence on imported vessels. Operationalising Lamu Port opens another gateway for regional trade and transhipment. At Mombasa, additional container capacity, a larger Kipevu Oil Terminal and improved road links are being developed to reduce congestion. Bandari College has become Bandari Maritime Academy, which develops relevant curricula and collaborates with training institutions and shipping lines. Its agreement with the Higher Education Loans Board supports students taking maritime courses, helping address the shortage of locally trained personnel.

Question 14(c) — Lamu port

Highlight three ways in which Lamu port will positively influence the maritime sector.

(3 marks)

Answer

  1. It will open northern Kenya to international trade and strengthen Kenya’s role as a gateway to Africa.
  2. Its deep-water harbour can attract transhipment cargo and develop into a major cargo hub for the region.
  3. It provides an additional entry and exit point for cargo, helping handle traffic that would otherwise rely on congested ports.
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