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Industrial Marketing Question Paper

Industrial Marketing

Course:Bachelor Of Commerce

Institution: University Of Nairobi question papers

Exam Year:2012

UNIVERSITY OF NAIROBI
MODULE II DEGREE PROGRAMME 2012/2013 (NAIROBI EVENING)
FOURTH YEAR EXAMINATIONS FOR THE DEGREE OF BACHELOR OF COMMERCE
DMA 403: INDUSTRIAL MARKETING

DATE: DEC 21, 2013 TIME: 6:00 P.M. – 8:00 P.M.

INSTRUCTIONS: Answer any FOUR Questions
QUESTION 1
a) Discuss the following dimensions of industrial marketing:
i. Philosophical dimension (5 marks)
ii. Functional dimension (5 marks)

b) Discuss the factors that influence the demand for industrial products. (15 marks)

QUESTION 2
In order to know how well to allocate resources to various Strategic Business Units (SBUs), marketers often come to carry out portfolio analysis among the various SBUs. Models used in this analysis include Boston Consulting Group (BCG) Model and the General Electric Model.
a) Discuss the BCG Model and show its limitations. (15 marks)
b) Explain how the GE Model is used clearly indicating the relevant strategies used for various businesses. (10 marks)

QUESTION 3
What are the external environment factors that influence industrial marketing in Kenya today? Show how firms can deal with them. (25 marks)

QUESTION 4
a) What are the pricing strategies used to effectively guide pricing decisions to match target conditions? (15 marks)

b) Describe the major enforcement tools used to protect consumers and competing firms against unsatisfactory promotion practices. (10 marks)

QUESTION 5
a) What are some of the challenges industrial marketing presents to the marketers due to its dynamic nature? (10 marks)

b) Discuss the industrial buying phases under the following categories:
i. Modified Re-buy
ii. Straight Re-buy
iii. New Task (15 marks)

Industrial Marketing Question Paper

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