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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:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
THIRD YEAR STAGE 1 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 302: BUSINESS TO BUSINESS MARKETING
DATE: APRIL 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Write short notes on the Following;
i) Business to business marketing
ii) Business Markets
iii) Marketing synergy
iv) Technical synergy
v) Key Account Management ( 10 Marks)
b) Using appropriate examples, discuss any four types of business customers (10 Marks)
c) Identify and describe three types of organizational buying situations. (10 Marks)
QUESTION TWO
a) Three major levels of strategy dominate most large multi-product organizations: By use of an
organization of your choice, expound on these levels of strategy. (9 Marks)
b) Give a detailed account of the participants in the business marketing channel. (6 Marks)
QUESTION THREE
a) Give a detailed account of the forces Shaping Organizational Buying Behavior. (8 Marks)
2
b) A manager could gain competitive advantage through relatively well set prices. Describe the
factors you would consider when pricing a product in the business markets. (12 Marks)
QUESTION FOUR
a) Elucidate on the steps in the advertising decision process ( 10 Marks)
b) The buying center consists of individuals who participate in the purchasing decision and
share the goals and risk arising from the decision. Identify and describe the members of the
organizational buying center. (10 Marks)
QUESTION FIVE
Business to business marketing is increasingly adopting a worldwide scope, To develop
effective international marketing strategy, managers must evaluate the alternative ways that
firms can participate in international markets. The particular mode of entry should consider the
level of a firm’s experience overseas and stage in the evolution of its international
involvement. Discuss the spectrum of options available for a firm in international market entry
(20 Marks)

Cam 302: Business To Business Marketing Question Paper

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