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Business Marketing Question Paper

Business Marketing

Course:Bachelor Of Commerce (Commerce)

Institution: Kabarak University question papers

Exam Year:2010

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF
COMMERCE
COURSE CODE: MKTG 411
COURSE TITLE:
BUSINESS TO BUSINES
MARKETING
STREAM:

Y4S1
DAY:

WEDNESDAY
TIME:

2:00 – 4:00 P.M.
DATE:

24/03/2010

INSTRUCTIONS:
1. Answer question ONE and ANY OTHER TWO questions

PLEASE TURNOVER
Page 1 of 2

QUESTION 1

a) Describe the stages a business organization would go through in purchasing capital
equipment.

( 15 marks)
b) Distinguish between consumer and business markets.

(15 marks)

QUESTION 2
a) Explain the relationship between market segmentation, targeting and positioning of
business markets.

(12 marks)
b) Discuss the concept of demand for business products.

( 8 marks)

QUESTION 3
a) “A firm’s value chain is an important determinant of its competitive advantage”
Discuss.

(8 marks)
b) Analysis of the business market environment is vital in designing an effective marketing
strategy for a business organization. Discuss the factors that should be considered in the
analysis.

(12 marks)

QUESTION 4
a) Using relevant examples, explain the role played by the following members of the
distribution channel.

(8 marks)
(i)
Brokers
(ii)
Value added researcher
(iii)
Commission merchants
(iv)
Agents
b) Discuss the product life cycle for business products and the marketing strategies you will
employ at each stage in order to manage the product in the changing market. (12 marks)

QUESTION 5
a) You are planning to participate in an international trade fair. Explain to the management
the likely gains from such an event so that it is included in the budgetary allocation.

( 6 marks)
b) Discuss the reasons that lead to failure of new products in business markets. ( 6 marks)
c) You are revising pricing strategies for an organization.

What factors will you consider?

(8 marks)

Page 2 of 2

Business Marketing Question Paper

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