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Cam 302 Business To Business Marketing Question Paper

Cam 302 Business To Business Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 3 EXAMINATION FOR THE BACHELOR OF COMMERCE
CAM 302 BUSINESS TO BUSINESS MARKETING (SATURDAY)
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions
QUESTION ONE
a. The difference between Industrial and consumer marketing is probably best facilitated by
comparing the two markets. Give at least five differences between the two markets.
(10 Marks)
b. Briefly outline and explain the porters’ generic strategies and show their importance to the business
to business marketers in formulating strategies for their organizations. (10 Marks)
c. Give a brief explanation of the three strategies a firm can adopt in managing industrial environment.
(10 Marks)
QUESTION TWO
What are the relevant external and internal environmental factors that influence the operations of a
large diesel marketer? (20 Marks)
QUESTION THREE
Marketing research is a key component in industrial marketing. Discuss the various logical steps
involved in the marketing research process. (20 Marks)
QUESTION FOUR
If you are marketing textile machinery to a large textile mill, who could be the members of the buying
centre and what role would each member play in the buying-decision making. (20 Marks)
2
QUSTION FIVE
Planning is a vital function of management. Indicate the steps involved in carrying out strategic
planning at corporate and SBU levels. (20 Marks)

Cam 302 Business To Business Marketing Question Paper

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