Communication — November 2021

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

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

Question 1

List four ways in which effective communication helps to create a conducive environment in an organization. (4 marks)

Answer

  1. Clarifies duties and expectations.
  2. Builds trust and cooperation.
  3. Reduces misunderstandings and conflict.
  4. Enables staff to raise concerns and receive support.

Question 2

State three measures that a manager may take to encourage feedback from external publics. (3 marks)

Answer

  1. Provide accessible enquiry and complaint channels.
  2. Invite comments through surveys or stakeholder meetings.
  3. Acknowledge feedback and explain the action taken.

Question 3

List three guidelines that should be followed when writing circular letters. (3 marks)

Answer

  1. Use a clear subject and a message relevant to all recipients.
  2. Keep the language concise, courteous and unambiguous.
  3. State any required action and deadline and check distribution details.

Question 4

State four reasons why a meeting may lack quorum. (4 marks)

Answer

  1. Insufficient notice.
  2. An inconvenient date or venue.
  3. Competing commitments or emergencies.
  4. Unclear access arrangements or technical problems for an online meeting.

Question 5

List two ways in which an employee can prepare for a promotion interview. (2 marks)

Answer

  1. Review the higher role and its requirements.
  2. Prepare evidence showing achievements and readiness for greater responsibility.

Question 6

List three limitations of using observation to gather information when writing a report. (3 marks)

Answer

  1. Observation may be time-consuming.
  2. The observer may interpret events subjectively.
  3. People may change their behaviour when they know they are being observed.

Question 7

Outline three ways of creating a positive first impression when making a speech. (3 marks)

Answer

  1. Appear neat and appropriately dressed.
  2. Greet the audience confidently and respectfully.
  3. Begin with a clear, relevant opening and suitable voice and posture.

Question 8

List four factors that influence ambience as a non-verbal cue. (4 marks)

Answer

  1. Lighting.
  2. Room layout and furnishings.
  3. Temperature and ventilation.
  4. Noise and background sound.

Question 9

State three disadvantages of using visual aids to pass information. (3 marks)

Answer

  1. Can be costly or time-consuming to prepare.
  2. Poorly designed aids may confuse or distract.
  3. Equipment failure or limited visibility can prevent effective use.

Question 10

Outline three measures that may be taken to increase efficiency when using ICT in communication. (3 marks)

Answer

  1. Train users.
  2. Maintain reliable equipment and connectivity.
  3. Adopt clear procedures for appropriate channels, accurate information and secure handling.

Question 11(a)

Different organizations emphasize certain areas of assessment in job selection interviews. Outline five such areas. (10 marks)

Answer

  1. Relevant qualifications and professional preparation.
  2. Practical work experience.
  3. Technical knowledge and problem-solving skills.
  4. Communication and interpersonal skills.
  5. Motivation, integrity and suitability for the responsibilities of the position.

Question 11(b)

Explain three reasons why it is important to evaluate a message during the listening process. (6 marks)

Answer

  1. It helps distinguish supported facts from opinion or unsupported claims.
  2. It identifies inconsistencies, bias or missing information.
  3. It supports a reasoned response instead of an automatic or mistaken reaction.

Question 12(a)

Outline three benefits that an organization may derive from using modern technology to share information. (6 marks)

Answer

  1. Faster transmission improves coordination and response.
  2. Remote access connects staff and stakeholders in different locations.
  3. Electronic storage and shared records improve retrieval and reduce repeated manual work.

Question 12(b)

Data Limited intends to fumigate all its offices. As the Office Assistant, write a memorandum to all the employees informing them about it. (12 marks)

Answer

DATA LIMITED

INTERNAL MEMORANDUM

To: All Employees
From: Office Assistant
Date: 15 November 2021
Subject: Scheduled office fumigation

All offices will undergo fumigation by an authorised contractor on Saturday, 20 November 2021, beginning at 8.00 a.m. Staff should complete any necessary office work before the scheduled closure.

Before leaving on Friday, please secure documents, switch off equipment as directed, remove food and drinking-water containers, and protect personal belongings according to the contractor’s instructions. Departmental heads should arrange access with the Facilities Officer.

No employee should enter the treated offices until the contractor and management confirm that re-entry is safe. Management will communicate the reopening arrangements through the normal staff channels. Employees requiring access to essential records should make prior arrangements.

Please contact the Facilities Officer with any questions or relevant access requirements. Your cooperation will help the exercise proceed safely and efficiently.

A. Otieno
Office Assistant

The date and schedule are illustrative; actual fumigation and re-entry must follow the authorised contractor’s instructions.

Question 13

The management of Bryson Limited has noted low attendance of its online meetings. As the Assistant Office Manager, you have been requested 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.

BRYSON LIMITED

REPORT ON LOW ATTENDANCE OF ONLINE MEETINGS

To: The Management
From: Assistant Office Manager
Date: 18 November 2024

1. Terms of reference
Management requested an investigation into low attendance of online meetings during the period covered by the meeting attendance records, 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. Some invitations were sent late or lacked an agenda.
  2. Meeting times conflicted with customer-facing duties.
  3. Connectivity and access difficulties prevented some employees from joining.
  4. Lengthy meetings and unclear participation expectations discouraged attendance.

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. Circulate timely invitations, agendas and working access links.
  2. Coordinate suitable times and keep meetings focused.
  3. Provide platform guidance and an appropriate alternative when access fails.
  4. Assign attendance responsibilities and review participation records with staff.

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
Assistant Office Manager
Signature: A. Otieno

Question 14: Reading passage

Micro and small businesses are now reviewing their strategies as they seek to change their fortunes following the adverse effects of the COVID-19 pandemic. Many businesses have seriously needed financial bailout to stay afloat. However, a new report on a number of enterprises reveals that, while money is crucial for their survival, business strategy and adoption of new innovative

models such as going online are more important.

The Kenyan SME Performance Report by WYLDE International, a professional service firm that specialises in entrepreneurship surveys, reveals that nearly a half of Small and Medium Enterprises (SMEs) recorded a decline in performance between September and October 2020. This was mainly due to economic setbacks caused by measures taken to contain the spread of the COVID-19 pandemic. The adverse effects of the pandemic have compelled many businesses to change tack. This is because they realized that finances are just one of the many aspects that make a healthy and thriving business.

While the funding of SMEs remained critical after COVID-19 restrictions were eased, the report says its significance has now lessened as businesses seek other alternatives. The report states that only 60 percent of SMEs believe that funding or grants are important, which is lower than the 80 percent who believed the same in March-April 2020. Non-funding needs such as review of business strategy went up from 23 percent to 65 percent in the same period. Business development and managerial skills training was 46 percent while tax relief waivers and discounts took 45 percent. The WYLDE Report discovered that SMEs require strategy development for their businesses to grow more than they need financing. The report cited a number of challenges. One is inadequate capital at different stages of running a business. About 58 percent of SMEs rate capital related problems as the most pressing challenge. In addition, high operational expenses are an issue. The problem is compounded by a myriad of factors such as the high cost of energy, labour and taxation among others. Additionally, the effect of lockdown also reduces operating hours that translates to lower sales and profits. In 2020, the government imposed strict lockdown measures that included a ban on local and international flights, restricted movement in and out of some counties as well as curfews to contain the spread of COVID-19. These measures saw thousands of firms close down leading to loss of thousands of jobs. Some of these restrictions have, however, been lifted while others have been eased. The turmoil caused by the pandemic did not just hit the SME sector but also big firms. The National Bureau of Statistics shows that the number of people in employment fell to 15.87 million between April and June 2020 compared to 17.59 million in the same period in 2019.

The report, whose sample was made up of 132 SMEs in Nairobi, revealed that businesses with less than five staff increased during the survey period as more SMEs resumed offering their services. The report also revealed that businesses had adapted their workforce to meet the growing market demand brought about by the slowly recovering economy. For employers, however, employee health and safety remained a huge concern followed by the need for staff retention.

To help the sector recover, traders are recommending removal of curfew to allow more hours of operating their businesses. They also want the government to educate them on the implication of the new taxes and their impact on businesses. Traders are further requesting for business support services by organizations and financiers to create stimulus funds for hard hit sectors such as

tourism and hospitality. They also feel that they should be helped to develop digital business

models to operate without geographical and time limits. Capacity-building programmes that focus on helping SMEs should be put in place. Traders also recommend leveraging on digital

tools to remain visible, taking advantage of stimulus packages and adopting intentional growth strategies,

Adapted from Business Daily, 23 February 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) stay afloat; (ii) compelled; (iii) cited; (iv) turmoil; (v) intentional. (5 marks)

Answer

  1. stay afloat: continue operating and avoid business failure
  2. compelled: forced or obliged
  3. cited: mentioned or referred to
  4. turmoil: serious disturbance or confusion
  5. intentional: deliberate and planned

Question 14(b)

Highlight the challenges facing SMEs as cited in the WYLDE Report. (3 marks)

Answer

  1. Insufficient capital.
  2. High operating costs, including energy, labour and taxation.
  3. Lockdown restrictions that reduce operating hours, sales and profits.

Question 14(c)

In about 110 words and according to the passage, write a summary on the recommendations that traders are making to help the SME sector recover. (10 marks)

Answer

Traders recommend removing curfew restrictions to extend business hours. They want education about new taxes and their effects on enterprises. They also request business support from organisations and financiers, including stimulus funds for badly affected sectors such as tourism and hospitality. Assistance in developing digital business models would allow operations beyond geographical and time limits. Capacity-building programmes should improve the ability of small businesses to manage recovery. Traders further recommend using digital tools to remain visible to customers, taking advantage of available stimulus packages and adopting deliberate growth strategies. Together, these measures would strengthen enterprise skills, widen market access and support a planned recovery rather than relying only on additional financing.

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