Industrial Marketing Question Paper

Industrial Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
(PARKLANDS CAMPUS)
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 409: INDUSTRIAL MARKETING
DATE: THURSDAY, 12TH JUNE 2008
TIME: 11.00 A.M. – 1.00 P.M.
______________________________________________________________________

INSTRUCTIONS: ANSWER QUESTION ONE AND ANY OTHER TWO
QUESTIONS.

1.
Assume that you have been hired by XYZ Company Limited as a Marketing Manager.
The company deals in industrial goods and services. You have heard through the
grapevine that the C.E.O. thinks formal industrial marketing planning is both an
in-efficient and in-effective mechanism for companies operating in an ever-changing
environment. You want to demonstrate to your boss that the BBA 409 Industrial
Marketing training at Parklands Campus is essential for the company. You are
determined to change his attitude.

Required

Prepare a presentation to your boss explaining;
(i)
How a formal industrial market planning can be useful to the firm. (25 marks)
(ii)
The requirements for an effective industrial market planning.
(5 marks)

2.
(a)
Differentiate between industrial marketing and consumer marketing by using any two basic elements of marketing mix variables. Give examples. (10 marks)
(b)
Describe the ways in which organizations buying behaviour is different from the consumer goods buying behaviour. Give examples. (10 marks)

3.
You recently heard your general manager commenting. “Industrial marketing research
is a waste. It is very expensive and more time consuming.” Write a memo to your boss
convincing him that industrial marketing research is indeed indispensable and that he
should reconsider his statement. (20 marks)

4.
As a consultant, advise a marketing manager trainee how to use the synchronizing
marketing activities in managing perishability associated with service delivery in
meeting customers needs profitable in a competitive hotel industry.
(Christopher Lovelock and Jopcpen Wirtz).
(i)
During off-peak seasons (10 marks)
(ii)
During peak seasons (10 marks)

5.
Giving examples of a company you are most familiar with, discuss a comprehensive launch programme of a new product (goods) by a new company. (20 marks)

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