Communication — July 2024

KNEC Diploma in Sales and Marketing — Module I. Paper code: 2902/104

The letter and investigation report are complete examination examples. Addresses, dates, names and investigation findings used to complete the scenarios are illustrative.

Independent worked revision answers. These are not official KNEC marking schemes.

Question 1

State three functions of an outline when making a speech. (3 marks)

Answer

  1. Organises the speech into a clear introduction, body and conclusion.
  2. Helps the speaker maintain a logical sequence and stay on the subject.
  3. Acts as a reminder of the key points without requiring the entire speech to be read.

Question 2

List three disadvantages of holding abrupt meetings. (3 marks)

Answer

  1. Participants have inadequate time to prepare information and contributions.
  2. Important members may be unavailable, limiting participation or quorum.
  3. The meeting disrupts planned work and can produce rushed decisions.

Question 3

List three benefits of presenting reports orally. (3 marks)

Answer

  1. Allows immediate questions and clarification.
  2. Tone and emphasis draw attention to important findings.
  3. Enables the presenter to respond to the audience and explain complex points.

Question 4

State three consequences of using an unreliable channel of communication. (3 marks)

Answer

  1. Messages may be delayed or fail to reach the intended recipient.
  2. Information may be distorted, incomplete or misunderstood.
  3. Decisions and actions may be based on incorrect information, causing errors or loss of trust.

Question 5

List three elements of an interpersonal relationship. (3 marks)

Answer

  1. Mutual trust.
  2. Respect.
  3. Effective communication.

Question 6

State three ways in which a memorandum differs from a letter as a means of communication. (3 marks)

Answer

Memorandum Letter
Usually used for internal organisational communication. Can be used for formal external or internal correspondence.
Typically uses To, From, Date and Subject headings. Typically uses an address, salutation and complimentary close.
Usually presents the message directly without a personal salutation. Normally addresses a named person or office through an appropriate salutation.

Question 7

State four objectives of an appraisal interview. (4 marks)

Answer

  1. Review performance against agreed duties and targets.
  2. Identify strengths and areas needing improvement.
  3. Agree future objectives and development or training needs.
  4. Provide feedback and discuss support, progression or recognition.

Question 8

List three measures that can be taken to make audio-visual communication effective. (3 marks)

Answer

  1. Select clear, relevant material suited to the audience and purpose.
  2. Test the equipment and ensure everyone can see and hear properly.
  3. Coordinate the aids with the explanation and allow clarification or feedback.

Question 9

State four factors that may encourage the use of videoconferencing as a means of communication. (4 marks)

Answer

  1. Participants are in different geographical locations.
  2. Travel time and costs need to be reduced.
  3. Reliable internet connections and suitable equipment are available.
  4. Visual interaction or screen sharing is needed for remote collaboration.

Question 10

State three functions of ambience as a form of non-verbal communication in an organization. (3 marks)

Answer

  1. Conveys an impression of the organisation’s identity, professionalism or values.
  2. Influences how comfortable, welcome or at ease visitors and staff feel.
  3. Signals the expected formality, privacy or purpose of a space through its layout, lighting and furnishings.

Question 11(a)

Describe five ways in which non-verbal cues may be a barrier to effective communication. (10 marks)

Answer

  1. Inconsistent signals: facial expression or tone contradicts the spoken message, leaving the receiver unsure which to believe.
  2. Cultural differences: a gesture has different meanings for the sender and receiver.
  3. Distracting behaviour: repeated movements, fidgeting or unrelated gestures draw attention away from the message.
  4. Perceived hostility or disinterest: facial expressions, posture or eye-contact patterns may be interpreted as rejection, discouraging feedback.
  5. Inappropriate distance or contact: intrusion into personal space can create discomfort and prevent attentive listening.

Question 11(b)

Explain four measures that an Office Manager may take to be effective when giving oral instructions to employees. (8 marks)

Answer

  1. Use clear, specific language and present steps in a logical order.
  2. Choose a suitable time and place with minimal distractions.
  3. State responsibilities, required standards and deadlines explicitly.
  4. Invite questions and ask the employee to explain the key instructions back to confirm understanding.

Question 12(a)

Explain four ways in which adoption of modern technology enhances effective communication in an organization. (8 marks)

Answer

  1. Speed: electronic channels deliver messages and documents quickly.
  2. Reach: networks connect employees and external contacts across different locations.
  3. Collaboration: shared documents and conferencing allow people to discuss and work on information together.
  4. Record keeping: searchable messages, versions and electronic records support accurate retrieval and follow-up.

Question 12(b)

Alexxa Limited placed an order with Soma Stationers a month ago. However, the stationery has not been delivered despite making several reminder calls. As the Assistant Procurement Officer, write a letter to cancel the order. (10 marks)

Answer

ALEXXA LIMITED
P.O. Box 100, Nairobi
8 July 2024

The Sales Manager
Soma Stationers
P.O. Box 200, Nairobi

Dear Sir/Madam,

RE: CANCELLATION OF STATIONERY ORDER AL/PO/106/2024

We refer to our stationery order dated 8 June 2024. The goods remain undelivered one month after the order was placed, despite several telephone reminders to your office.

The delay has disrupted our operations, and we must obtain the stationery through an alternative arrangement. We therefore cancel the outstanding order with immediate effect. Please do not dispatch any goods against it.

Kindly acknowledge this cancellation in writing and confirm that the order has been closed in your records. Please also advise on the refund arrangements for any advance payment relating to the undelivered goods, if applicable.

We regret that the prolonged delay has made this action necessary and would appreciate your prompt response.

Yours faithfully,
A. Kamau
Assistant Procurement Officer
For: Alexxa Limited

Question 13

The management of The Super Mall has received several complaints from shoppers that their vehicles have been vandalised while in the parking lot. As the Operations Manager, you have been asked to investigate the matter. Assume that you have completed the investigations and write the report. (14 marks)

Answer

REPORT ON VEHICLE VANDALISM IN THE SUPER MALL PARKING LOT

To: The Management, The Super Mall
From: The Operations Manager
Date: 12 July 2024

1. Terms of reference

On 1 July 2024, management requested an investigation into complaints of vehicle vandalism in the parking lot and recommendations to improve security. The investigation covered reported incidents and existing parking-security arrangements.

2. Procedure

The investigation team reviewed complaint and incident records, interviewed affected shoppers and security staff, inspected the parking areas and reviewed the available CCTV recordings.

3. Findings
  1. Some parking sections had poor lighting, particularly during evening hours.
  2. CCTV coverage had blind spots, and some recordings did not provide sufficiently clear identification.
  3. Patrol coverage was irregular in the more distant parking sections.
  4. Entry and exit records were incomplete, making it difficult to trace movements relating to reported incidents.
  5. Shoppers were not always given clear instructions on reporting incidents promptly.
4. Conclusion

The reported incidents were facilitated by weaknesses in visibility, monitoring and access records. A coordinated improvement in surveillance, patrols and reporting is needed to reduce risk and improve shoppers’ confidence.

5. Recommendations
  1. Repair and improve lighting throughout the parking lot.
  2. Service CCTV equipment and extend coverage to identified blind spots.
  3. Introduce documented patrol schedules and supervise compliance.
  4. Improve lawful entry and exit recording and retain incident evidence securely under an appropriate retention policy.
  5. Display clear reporting contacts and train staff to respond promptly, preserve evidence and refer suspected offences to the appropriate authorities.

Prepared by:
A. Kamau
Operations Manager
Signature: __________________

Reading passage

Kenya has been experiencing a rapid increase in urban population since independence. Various sources indicate that the urban population was around 15 million in 2020. The increase has led to an acute shortage of decent, affordable houses and other amenities among middle and low income earners. Consequently, the emergence of informal settlements, commonly known as slums, has become the norm in all towns and cities in the country.

To address the problem, successive governments have embarked on slum improvement to better the standards of living and to restore the dignity of slum dwellers. This is the genesis of affordable housing projects, some of which are under construction in all major towns in Kenya.

To make the houses affordable, government subsidisation is necessary. One of the ways to subsidise housing is by guaranteeing all the purchasers of the affordable housing easy credit facilities with prolonged periods of payment. They can also be given smaller repayment instalments with allowances for a grace period. This will make it easier for prospective home owners to acquire houses than if actual market situations were prevailing.

The government can also subsidise rental housing rates by charging lower rents for the owners than the prevailing market rates in the neighbourhood. Such a move would make the government recoup the cost of housing construction and provide a running financial surplus to meet management expenses. This would also meet the cost of maintaining individual housing units. Further, the government can use subsidised technical services where possible to reduce the construction cost. These services are provided by various civil servant cadres who help in the designs and in providing the technical expertise required in the construction. This move lowers the overall costs of housing as prospective owners do not pay for the services given by civil servants.

The other form of subsidy is to reduce taxation on housing which, within a municipality, is normally four percent of the assessed value. This is a hidden cost that many home buyers find difficult to raise as they do not factor it when considering the price of a new house. Lowering the tax would, therefore, make the houses more affordable thus increasing their uptake by the target group when complete.

By subsidising housing, the government influences the supply side causing shifts in the supply curve. Given the unchanged demand, this supply curve shift may bring down the cost of houses more than ordinary market prices. The reduced cost of house acquisition may cause the units to be more affordable and ultimately result in the subsidised housing demand curve. In effect, this means that more housing is consumed after a subsidy, and may result in better standards of living and reduction in overcrowding especially in informal settlements. It may also result in availability of basic amenities since the housing units have sanitation facilities and designated spaces for education, healthcare and transport facilities, among others.

In addition, the subsidisation of housing leads to redirection of resources that would be used in the purchase, construction or renting of expensive units to other uses, thus increasing disposable income in the economy. This can stimulate demand for other goods and result in increased investment in sectors that are involved in the production of consumer goods. Moreover, subsidized housing can also be used as a wealth redistribution mechanism where money taxed from the rich is used to provide cheap and affordable housing for the society. The low-income earners can, in return, save the money they would have used for renting and servicing their housing for other essential services.

Increasing housing units reduces excessive demand which leads to the skyrocketing of rent and house prices, which would create a bubble in real estate. This may help to control prices thus boosting uptake of new houses. Consequently, the percentage of people owning their own homes would be bigger, hence reducing the burden of housing on the government.

Adapted from: The Standard, as credited in the question paper.

Question 14(a)

State the meaning of each of the following words and phrases as used in the passage: (i) embarked on; (ii) recoup; (iii) prospective; (iv) in return. (4 marks)

Answer

Word or phrase Meaning in the passage
embarked on Started or undertook.
recoup Recover money or costs already spent.
prospective Potential or likely future.
in return As a consequence or in exchange for the benefit received.

Question 14(b)

Highlight, according to the passage, how the government can subsidise housing. (4 marks)

Answer

  1. Provide easy credit with longer repayment periods, smaller instalments or a grace period.
  2. Charge subsidised rents below prevailing market rates.
  3. Use subsidised technical services provided by civil servants to lower construction costs.
  4. Reduce taxation on housing to make acquisition more affordable.

Question 14(c)

In about 110 words, and according to the passage, write a summary on the benefits of subsidising the housing project. (10 marks)

Answer

Housing subsidies make homes more affordable and improve living standards. They reduce overcrowding in informal settlements and provide sanitation and access to education, healthcare and transport amenities. Lower purchase, construction and rental costs release household resources for other needs, increasing disposable income. This stimulates demand for consumer goods and encourages investment in their production. Subsidies can redistribute wealth when taxes collected from richer citizens finance housing for lower-income groups. More housing units ease excessive demand, helping control escalating rents and property prices. Increased home ownership reduces the government’s housing burden, while rental receipts help recover construction costs and finance management and maintenance of the housing units.

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