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Mktg 411: Business To Business Marketing 2008 Question Paper

Mktg 411: Business To Business Marketing 2008

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2008

COURSE CODE: MKTG 411
COURSE TITLE: BUSINESS TO BUSINESS
MARKETING
STREAM: Y4S1
DAY: TUESDAY
TIME: 11.00-1.00 P.M.
DATE: 9/12/2008
INSTRUCTIONS:
1. Answer question ONE and any other TWO questions

1. (a) Michael Porter suggests that “competition in an industry is rooted in its
underlying economics and competitive forces” identify the five competitive
forces in the environment of a business and discuss the threats posed to a business
firm by each of these forces. (10 marks)
(b) Discuss the differences between business and consumer marketing
(8 marks)
(c) Give an account of the classification of business goods and the marketing
implications of each category.
(12 marks)
2 (a) Compare corporate strategies with marketing strategies for a business
organization (10 marks)
(a) A well established industrial organization wishes to carry out an analysis of its
strengths, weaknesses, opportunities and threats (SWOT). The task has been
assigned to you. Explain how you will go about the task (10 marks)
3. Discuss the following terms as applied in business marketing.
(i) Positioning strategies (6 marks)
(ii) Product differentiation (8 marks)
(iii) Target marketing strategies (6 marks)
4. (a) Discuss the industrial product life cycle and the marketing implications of
each stage (10 marks)
(b) You hold the position of product development manager of a business firm.
The firm is contemplating expanding its product line by developing a new
product. Discuss the various options that you will consider in coming up
with the new product.
(10 marks)
5 (a) Discuss the nested approach to segmentation of industrial products
(12 marks)
(b) The nature of demand for business goods is very different from that of
consumer goods. Discuss (8 marks)

Mktg 411: Business To Business Marketing 2008 Question Paper

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