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Industrial Marketing Question Paper

Industrial Marketing

Course:Bachelor Of Commerce

Institution: University Of Nairobi question papers

Exam Year:2013

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

DATE: MAY 6, 2013 TIME: 11:30 P.M. – 1:30 P.M.

INSTRUCTIONS:
1. Answer Question ONE and any other TWO Questions.

QUESTION ONE
Skytech Ltd is a large manufacturing firm in Kenya which has been manufacturing assorted goods used in the construction industry. Some of the goods have high demand while others have low demand. The strange thing being experienced is that demand for the goods seem to have a reverse demand curve such that demand increases as price increases.

Skytech has over the years developed very strong relationships with its suppliers and customers. This has helped the company to understand both the customers as well as the suppliers and to serve them better. The company also manufactures soaps and detergents that are popular with households. The soaps and detergents are sold both in Kenya and abroad.

Required:

a) Explain the reverse nature of demand experienced at Skytech Ltd. (3 marks)

b) What factors affect demand for Skytech’s product? (8 marks)

c) Explain any two pricing strategies that Skytech may use for its soaps and detergents. (7 marks)

d) Discuss any two formal and two informal relationships that Skytech may establish with its suppliers and customers clearly showing how Skytech benefits through such relationships. (12 marks)

QUESTION TWO
a) Briefly explain the following industrial marketing dimensions:
i. Philosophical dimension (5 marks)
ii. Functional dimension (5 marks)

b) Discuss any four trends in industrial marketing today. (10 marks)

QUESTION THREE
a) Buying and procurement are related but different. Comment. (4 marks)

b) The buying process may be conceptualized as a decision making process that involves many participants playing different roles. Discuss. (6 marks)

c) You are involved in the procurement of various industrial goods for your company.
i. Discuss the main activities involved in the systematic process of procurement. (6 marks)
ii. Explain the considerations that you would need to make in determining the right supplier. (5 marks)

QUESTION FOUR
What are the challenges facing industrial marketing in Kenya today and how can firms overcome them?

Industrial Marketing Question Paper

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