Industrial Marketing(Buss 442) Question Paper

Industrial Marketing(Buss 442)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2010

TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE and any Other TWO Questions

Question 1
a) Define the term industrial marketing. (3marks)
b) The basic tasks of marketing management apply to both consumer and industrial marketing. However, there are differences in the characteristics of industrial and consumer markets. State and explain clearly the characteristics that differentiates the two types of marketing. (15marks)
c) There is need for industrial marketers to develop and implement strategies to influence, modify or respond to actions within the environment that may hinder or aid the achievement of organizatinal objectives. State and explain these stategies. (6marks)
d) Explain, giving examples, three categories of industrial products. (6marks)

Question 2
a) In industrial marketing, just like in consumer marketing, purchasing is not an event but a process. Sequencially state and explain all the phases in the purchasing decision process. (12marks)
b) Explain at least four differences between consumer and industrial marketing research. (8marks)

Question 3
a) Discuss the concept of SWOT Analysis and its importance in industrial markeketing. (14marks) b) Explain the Three common type of buying situations in industrial marketing. (6marks)

Question 4
a) What are the roles played by Decision Making Unit(DMU) members. (12marks)
b) Highlight the steps in the strategic planning processes at Business Unit level. (8marks)

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