Business To Business Marketing Question Paper

Business To Business Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2010/2011
FIRST YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 302: BUSINESS TO BUSINESS MARKETING
DATE: DECEMBER 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Identify and discuss Factors Influencing the Buying Process [8 Marks]
b) Identify the three groups of buyers in industrial marketers [4 Marks]
c) Discuss the three buying situations and the marketing strategies used in each situation [12 Marks]
d) Buying centre members need information in order to reduce one or more of the following three
types of uncertainty. Discuss the uncertainties and what a marketer should do to reduce them
[6 Marks]
QUESTION TWO
a) Discuss six ways of segmenting B2B markets [12 Marks]
b) Discuss the difference between business to business markets and consumer markets [8 Marks]
QUESTION THREE
a) Explain FIVE factors that affect the success of a new industrial product in the market [10 Marks]
b) Discuss five Market-Based Pricing Strategies in b2b markets [10 Marks]
QUESTION FOUR
a) Discuss the unique characteristics of B2B product promotion? [8 Marks]
2
b) Identify and discuss four Promotional Tools used in b2b markets [4 Marks]
c) Discus the steps B2B Sales people go through when selling products in B2B markets [8 Marks]
QUESTION FIVE
a) Explain FOUR benefits of strategic planning in B2B marketing [8 Marks]
b) Identify and discuss four International Industrial market entry options [12 Marks]

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