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Business To Business Marketing Question Paper

Business To Business Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2008

UNIVERSITY EXAMINATIONS: 2008/2009
SECOND YEAR STAGE 1 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 302: BUSINESS TO BUSINESS MARKETING
DATE: DECEMBER 2008 TIME: 2 Hours
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTIONS ONE
a) What are the different types of organizational markets? Define each one and suggest
examples of products and organizations that fit each description.
(15 Marks)
b) Explain the nature and characteristics of each type of organizational buying situations
(15 Marks)
QUESTION TWO
a) Define what is meant by a ‘buying centre’ and explain the roles of its constituents in the
decision process (10 Marks)
b) Describe the Organizational Decision Process. Use an example to illustrate your
answer. (10 Marks)
QUESTION THREE
a) Using appropriate examples, discuss any four types of business customers
(12 Marks)
2
b) Discuss any four forces shaping organizational buying behaviours
(8 Marks)
QUESTION FOUR
a) Rather than operating in isolation from other functional areas, the successful business
marketing manager in an integrator-one who understands the capability of
manufacturing, R&D, and customer service and who capitalizes on their strengths in
developing marketing strategies that are responsive to customer needs. Discuss the
alternative roles that participants from other functional areas can play in marketing
decision making and planning process (10 Marks)
b) Discuss any two main factors that determine new product success
(10 Marks)
QUESTION FIVE
a) Discuss any three forms of business marketing channels (12 Marks)
b) Discuss the four main pertinent considerations to make while pricing an industrial
product or service. (8 Marks)

Business To Business Marketing Question Paper

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