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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:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 302-M : BUSINESS TO BUSINESS MARKETING
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
(a) Some people maintain that the distinctions between consumer and industrial Marketing are
unjustified and that the similarities between the two Markets are more useful in developing
Marketing knowledge. Evaluate this statement in light of SEVEN major similarities and
differences between consumer and business to business Marketing. (14 Marks)
(b) The buyer grid is a model used to explain the stages a business organization goes through in
purchase of its products. Expound on the main stages in this process. (8 Marks)
(c) Highlight the circumstances under which a firm may use the modified re-buy method in
sourcing materials for its production process (8 Marks)
QUESTION TWO
a) Market segmentation enables an organization to identify its most profitable segments and hence
decide on the best strategies to adopt in serving them. Discuss FIVE variables considered in
segmentation of business Markets. (10 Marks)
(b) To develop a pricing strategy in business to business Marketing, Marketing manager must consider
many factors. Explain FIVE factors that are crucial in pricing strategy development.
(10 Marks)
2
QUESTION THREE
(a) Logistics management involves various key areas in the supply chain management. Describe
the major interfaces in the supply chain management. (10 Marks)
(b) Discuss the stages in the new product development process in Business to Business Marketing
(10 Marks)
QUESTION FOUR
(a) You are the Marketing director for a key board manufacturing firm whose major customers
are personal computer manufacturers. Explain how you would design the most effective
Market research program for the firm highlighting the major steps involved in the process.
(12 Marks)
(b) Explain FOUR key dimensions used to measure service quality in firms specializing in
industrial Marketing. (8 Marks)
QUESTION FIVE
(a) Strategic alliances are a useful tool in business to business Markets entry into foreign Markets.
Discuss THREE main reasons for strategic alliances and TWO critical factors in choosing one partner
over another.
(10 Marks)
(b)Describe FIVE roles of advertising in Business to Business Marketing. (10 Marks)

Business To Business Marketing Question Paper

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