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Mktg 411: Business To Business Marketing Question Paper

Mktg 411: Business To Business Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2010/2011 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 411
COURSE TITLE: BUSINESS TO BUSINESS
MARKETING
STREAM: Y4S1
DAY: THURSDAY
TIME: 9.00 -11.00 A.M
DATE: 9/12/2010

INSTRUCTIONS:
Answer question ONE and any other TWO questions.

1 a) Discuss using relevant examples the demand for business products (10mks)

b) Explain how the marketing strategies vary over the product life cycle of industrial
products (10mks)

c) Analyze the segmentation approaches in business markets (10mks)

2 a) You have been appointment to the post of Purchasing Manager of a medium size
manufacturing company. The company is considering introducing new products.
Discuss the process that the company will go through in getting new suppliers to
cater for the new materials (12mks)

b) Discuss the importance of identifying the buying centre in the marketing of business
products (8mks)

3 a) Discuss the factors that influence business buying behavior (10mks)

b) How can a business marketer use differentiation to gain competitive advantage in the
market (10mks)

4 a) You are a manufacturer of industrial products. Discuss the various representatives
that you may consider using in the marketing of your products (8mks)

b) What would you gain by having your organization participate in international trade to
show exhibitions (8mks)

c) Explain the two approaches of pricing used by business organizations (4mks)

Mktg 411: Business To Business Marketing Question Paper

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