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Mktg 411: Business To Business Marketing Y4s1 Question Paper

Mktg 411: Business To Business Marketing Y4s1

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 411
COURSE TITLE: BUSINESS TO BUSINESS
MARKETING.
INSTRUCTIONS:
Answer question one and any other two questions.
1. (a) You have been appointed the Marketing Manager of a Business Organization
whose current task is that of segmenting its market. Discuss how this task will be
carried out. (10 marks)
(b) You have been invited as a specialist of industrial marketing to train middle level
mangers on classification of business goods. Discuss the detailed content of your
training. (12mks)
(c) Trade fairs fulfill an important role in business markets. Explain the gains of such
fair to an organization that has decided to participate in an international trade fair.
(8 marks)
2. (a). The purchasing of business goods differ significantly from that of consumer
markets. Discuss the process that an industrial marketer would go through in sourcing
for capital equipment. (12 marks)
(b)Conflicts are part of the challenges that Business to Business Marketers face in the
distribution channels for their products. Discuss the options that are available for
solving these conflicts. (8 marks)
3. (a) Discuss the significance of value chain in Business to Business marketing.
(8 marks)
(b) Your consultancy services are required by an organization that is planning to carry
out a market environment analysis Advice this organization on the factors it should
consider in carrying -out the task. (12 marks)
4. (a) Product differentiation is key to gaining competitive advantage in business
markets. Using specific examples, explain the bases that should be considered in
product differentiation. (8 marks)
(b) “Positioning is the act of designing the company’s offer and image so that it
occupies a distinct and valued place in the target customer’s mind”. Discuss the
positioning strategies that are used in business to business marketing. (12 marks)
5. (a) Discuss the phases of an industrial product cycle and the marketing strategies for
each phase. (10 marks)
(b) Explain the role of the following members in distribution of business goods.
(i) Brokers (2 marks)
(ii) Commission merchants. (2 marks)
(iii) Distributor dealers. (2 marks)
(iv) Value Added Resellers. (2 marks)
(v) Agents (2 marks)

Mktg 411: Business To Business Marketing Y4s1 Question Paper

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