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Business To Business Marketing Question Paper

Business To Business Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

MKTG 411
INSTRUCTIONS:
1. Answer questions ONE and any other TWO questions.
QUESTION ONE
a) You hold the position of marketing manager of a first growing organization that is
planning to expand its markets to other countries. The organization has been
invited to participate in a regional trade fair. Discuss the argument you will
submit to the top management in support of participating in the trade fair.
(10mks)
b) Examine the environmental factors that influence marketing effort in business
organizations. (12mks)
c) Discuss using relevant examples the nature of demand for business products.
(8mks)
QUESTIONS TWO
a) Conflicts do occur in business to business marketing especially among channel
members. Discuss the strategies that could be applied in resolving these conflicts.
(8mks)
b) Discuss the industrial product life cycle and its implications to marketing.
(12mks)
QUESTION THREE
a) Positioning is key to formulating competitive strategy in business marketing.
Discuss the positioning strategies for business marketing. (12mks)
b) The industrial markets are more dynamic than ever before and this calls for
constant product innovations. As a product manager of a first growing
organization, how would you go about coming up with a new innovation?
(8mks)
QUESTION FOUR
a) Explain the process that the purchasing manager would follow in sourcing for
capital equipment for the company. (12mks)
b) Distinguish between business and consumer marketing. (8mks)
QUESTION FIVE
a) A ‘business organization is considering using manufacturers’ representatives in
marketing its products. Discuss the options available to the organization.
(10mks)
b) Explain the role of value chain in business to business marketing. (10mks)

Business To Business Marketing Question Paper

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