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Bcom 324: Business Sector Marketing Question Paper

Bcom 324: Business Sector Marketing

Course:Bachelor Of Commerce

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS
THIRD YEAR EXAMINATIONS FOR THE AWARD OF DEGREE OF BACHELOR OF COMMERCE
BCOM 324: BUSINESS SECTOR MARKETING
STREAMS: BCOM Y3S2 TIME: 2 HOURS
DAY/DATE: MONDAY 22/4/2013 2.30 PM – 4.30 PM
INSTRUCTIONS:

ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS

QUESTION ONE

1. A group of flower exporters in Naivasha has invited you to facilitate a seminar on
“business marketing”. Explain the contents of your presentation as follows:

(a) Differences between business marketing and consumer marketing. [8 Marks]

(b) The business marketing relationship management process. [10 Marks]

(c) The buying centre participants and their roles. [5 Marks]

(d) The major challenges in marketing business services. [7 Marks]

QUESTION TWO

The buying decisions are influenced by factors related to the buying company and the individuals involved in the buying process. Discuss. [20 Marks]

QUESTION THREE

(a) Discuss the factors that influence the choice of suppliers in business marketing. [10 Marks]

(b) Briefly discuss the approaches to make or buy decisions and their implications.
[10 Marks]

QUESTION FOUR

Assume you are a marketer in a firm that manufacturers motor vehicles for the local and international markets. Develop a segmentation framework for your products. [20 Marks]

QUESTION FIVE

(a) Briefly discuss the forces that drive competition in business firms and their implications. [10 Marks]

(b) With the aid of appropriate examples, explain the promotion efforts employed by
business firms. [10 Marks]

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Bcom 324: Business Sector Marketing Question Paper

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