Industrial Marketing Question Paper

Industrial Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 409:
INDUSTRIAL MARKETING
DATE: Thursday, 25th November, 2010

TIME: 2.00 p.m. – 4.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Attempt question ONE and any other TWO questions.
Question One
a)
Organizations go through a sequence of activities in the buying process. Discuss
these activities

(24 marks)
b)
What is a buying centre and what are the buying centre roles?
(6 marks)
Question Two
Industrial and consumer markets are distinguished in different criteria. Discuss the
distinction in the following criteria:
a)
Differences related to the characteristics of industrial buyers
(10 marks)
b)
Differences related to the channels involved

(10 marks)
Question Three
a)
Like consumer buyers, organizational buyers also have their characteristics.
Discuss any five of them.

(10 marks)
b)
What are the bases for evaluating suppliers? Discuss any five of them.

(10 marks)
Question Four
Organizational markets can be segmented by two bases: Macro segmentation and Micro
segmentation. Discuss the variables used in micro segmentation
(20 marks)
Question Five
Discuss the following in industrial marketing environment:
a)
Buyer/seller interface

(10 marks)
b)
The publics

(10 marks)

Page 1 of 1

📘 Access 10,000+ CBC Exams With Marking Schemes

Industrial Marketing Question Paper

More Question Papers

Exams With Marking Schemes

End Term 3 Exams

Mid Term Exams

End Term 1 Exams

Opener Exams

Full Set Exams